Do you know how often your business should text? Determining the frequency of messaging for your SMS campaign can be a challenge for marketers. At Momares, we usually recommend sending texts once per week (twice a week at most). However, the frequency of messaging in your campaign may vary slightly, depending on your requirements. Here are some things to consider when you are trying to determine how often to text your marketing list.
How frequently will a customer act on your offer?
As you consider the frequency, think about how often your customer will be able to take advantage of the promotions you offer. How often do they buy your product or service? A restaurant, for example, might text more frequently than a travel agency. The customer may not actually need or be able to buy what you’re offering until a certain amount of time has passed.
Is your campaign timely and relevant?
Evaluate your campaign to improve the relevance of your messages with regard to time, location and the potential for engagement. If you’re planning an SMS campaign with the goal of building brand equity, it’s important to ensure your campaign engages users effectively.
Try to avoid interrupting users at a time that may not be situationally appropriate and consider whether users will respond negatively to frequent texts. If you think they might, it would best to send text messages less frequently.
Frequency doesn’t have to remain the same
Keep in mind that the frequency of messaging doesn’t have to remain the same. Review your analytics data or converted sales to determine when buyers are more or less likely to buy.
As a result, you can send messages more frequently during the months when you think customers are likely to buy and less frequently during slow months. Conversely, you can do the opposite and send more promotions during slow months to motivate customers to buy.
Balance is important in SMS campaigns
To have an effective SMS campaign, you have to strike a balance between texting often enough that users will remember they signed up for messages, but not so often they decide to unsubscribe from your marketing list. This is why we often suggest texting once a week.
Contact us for help with setting up your (SMS) text message marketing.