SMS (Text) Marketing

SMS (short message service) marketing uses text messages to connect with current or prospective customers. It is similar to email marketing, but the information sent is much shorter. Alerts, reminders, promotions, and highlights of new products are all suitable types of SMS marketing content. SMS marketing can be done with your personal phone number but it may be beneficial to connect this to a phone number for your business (if you don't have one already). 

If you have a small number of customers (<25) you want to text, you can send SMS texts using your company smartphone. For texting many (>25) customers you can use an SMS marketing platform which will enable you to manage a large number of contacts and schedule your messages so they send at a specific time. 

SMS marketing platforms can be used on both your smartphone or computer. These platforms often provide a comprehensive interface accessible via a web browser, and the larger screen and full keyboard provided by a computer make it easier to manage multiple tasks simultaneously. Many SMS marketing platforms also offer mobile apps, allowing you to manage your SMS messages on the go using your smartphone. 

It will take you approximately 30 minutes in initial startup time to transfer your contact list into the marketing platform and craft your first message following the required format. Any subsequent SMS messages should not take as long to craft once you become familiar with the process. 

AUDIENCE

There is no target age range or age limit for SMS marketing as they are opt-in, meaning customers need to sign up to receive texts.

The Federal Communications Commission’s (FCC) Telephone Consumer Protection Act requires that businesses gain consent before sending SMS marketing text messages. It is recommended that you use an online signup form such as a Google Form to collect cell numbers. Subscribers must understand that they are authorizing you to send messages to them. 

You can grow your list of recipients by including a subscription box on your website and/or displaying a QR code to a Google sign-up form at markets and other in-person events.

COSTS

SMS marketing costs are dependent on the SMS marketing platform and plan you choose to use. These prices are typically determined by the number of people on your contact list and the number of messages sent. Many SMS marketing platforms charge a monthly or annual subscription fee, which gives you access to their platform and various features such as message scheduling and analytics. 

online sales

You can sell your product directly through SMS marketing by including a link to your online sales page in your text or allowing customers to reserve products in advance of an in-person market. 

content Planning 

SMS marketing works best for messages that are timely, succinct (short) and exclusive. SMS marketing messages should provide your subscribers with value. From promo codes to confirmation information, clarify in the text what subscribers will gain from your business. Promotional offers or event announcements can be effective ways to retain and gain new customers. You can also send SMS messages during a market to provide your customers with product availability updates in real time.

An SMS text is only 160 characters in length, so be concise with your message. Identify yourself or your company name in the message. You can include a website link for recipients to learn more information.

SMS marketing is an invasive strategy for marketing and communications and has the potential to drive customers away. Think critically about the timing of messages and only send messages at appropriate hours. Some say to limit communications to customers to a maximum of two messages per month. Use caution and consider your goals and clientele base.

managing your subscriber list

The FCC’s Telephone Consumer Protection Act (TCPA) requires you to gain consent – users have to opt-in to receive SMS messages from your business. You must make it easy for them to opt-in and opt-out, and you must provide disclosure, meaning subscribers need to clearly know what they are opting into. 

Many SMS marketing software platforms include opt-in forms as part of their service. If you choose not to use software, consider setting up a Google Form to collect subscriber emails. Google Forms are helpful because responses will automatically populate in a spreadsheet for easy collection. 

Your form should have an “opt-in” section in which subscribers explicitly provide their consent to join your SMS list, along with a statement notifying them of their ability to unsubscribe from your list. The phrase “Message and data rates apply” should also be included, as well as the number of messages subscribers can expect to receive (if you are unsure you can simply say “Message frequency may vary”). Additionally, you should provide a link to your terms and conditions or privacy policy that explains how their information will be collected and used.

Example: “BUSINESS NAME HERE uses SMS to communicate with customers. Message frequency will vary. Message and data rates may apply. You can text STOP to unsubscribe from messages at any time. We will not sell or distribute your phone number to any third-party at any time. View our Privacy Policy [include link to Privacy Policy].”

In addition to collecting your subscriber’s name and phone number, you may also collect optional audience segmentation information. For example, you can include an optional section that asks what types of notifications they’re most interested in receiving (product availability updates, upcoming market alerts, etc.) and/or what products they are most interested in. 

To build your list, ask your regular customers to subscribe, add a form on your website or social media for people to opt-in to your list and/or pay for ads on social media to advertise your business and encourage people to sign-up for your SMS messages. Set up a QR code for your Google Form and display it at fishermen’s markets and other events. 

Your contact list should be updated regularly as you receive new subscribers and others unsubscribe. If you’re using Google Forms, each new subscriber will automatically be added to your spreadsheet but you will need to manually remove subscribers that have unsubscribed.

sms marketing text examples

Initial SMS “welcome” message - The automatic message people will receive when they opt-in and subscribe to your list 

SALTY SALMON: You’ve signed up to receive periodic SMS communications from SALTY SALMON. Msg frequency varies monthly. Text STOP to unsubscribe. Msg & Data rates may apply.
 

Product Availability Message - A text you could send to notify subscribers that you’ll have product available for sale 

ROCKING ROCK CRABS: Will have rock crab and lobster at the Original Ventura Fisherman’s Market this Saturday, 11/2. Respond to this msg with your name, desired product and quantity to reserve ahead of time. Text STOP to unsubscribe. Msg & Data rates may apply.

resources

Digital Marketing: A Guide for Seafood Producers - SMS Marketing

CA Sea Grant.