Thread by @Stephakiwi

Why SMS is so hot right now...

A #LitmusLive2021 thread to expand on my talk!

SMS really is the best thing to happen to marketers since email!

Email's not dead, but SMS gives us a unique opportunity to build personal, intimate, and conversational relationships with subscribers in a new way.

SMS won't be replacing email, but they are a match made in marketing heaven.

@cordialinc found that over 74% of respondents aged 18-44 aren't just communicating via text, they are also purchasing. This is HUGE!

Thanks to @brianrants and Cordial for the following slides ❤️

While consumers are getting more comfortable with receiving texts from brands, and over 2/3's have purchased in response to texts, there is still so much potential.

Consumers are looking for messages to feel more personal/personalized in order to make the leap!

Consumers WANT texts, and marketers are taking note.

49% of marketers grew their SMS list this year, and 75% plan to send more texts in 2022.

As for BFCM 2021? Buckle up, SMS is about to take off 🚀🚀🚀

Wondering where SMS can fit into your marketing strategy?

Truly, everywhere in the customer lifecycle.

Get the full Cordial report here: cordial.com/resources/cros…

Brands (and marketers) discovering SMS like...

But before we start blowing up people's phones, let's make sure we understand the nuances of the channel.

Let's talk about texts baby!

When we're talking about SMS marketing, we're referring to two types of messages:

SMS = Short Message Service
160 characters, text only

MMS = Multimedia Messaging Service
1,600 characters and can contain emojis, photos, videos, and contact cards (vCards)

SMS typically costs $0.01/message, whereas MMS is 3x as expensive at $0.03/message and can be limited by carrier sending delays or international support issues.

You should definitely explore sending MMS communications, but you want to make sure it's worth the extra cost!

Not all numbers are created equal.

Short codes - 5 or 6 digits that serve as a rigorously vetted and approved sending domain for mass marketing messages with high throughput.

Long codes - 10 digits with a slower throughput and not ideal for mass marketing messages.

Think you can just get a short code and start spamming people? Not so fast. The carriers require stringent requirements to be met, and the process can take 6-10 weeks before a code is issued. Plus, they ain't free.

Short codes are reserved for the most reputable senders.

And the carriers reserve the right to reject them for violating CTIA regulations as they wish and shut your program right down.

Read more about short code approvals here: support.twilio.com/hc/en-us/artic…

You'll want to read up on TCPA and CTIA compliance before you start texting. But under both, consent is truly the key.

TCPA requires express prior written consent in order to send SMS communications, and the fines are HEFTY if you don't comply ($500 - $1,500 per offense)

Think you can just send SMS messages whenever you want? Think again. You don't want to be the brand sending "U up?" texts.

You must legally adhere to Quiet Hours, and should only be sending messages between 8am-8pm (this may vary by state)

Is SMS going to replace email? NO WAY! Email's not dead, and it's not going anywhere.

It's a match made in marketing heaven when paired thoughtfully with SMS

📱+💌=❤️

@litmusapp let's get that on a t-shirt 😉

But, email has struggled to unlock truly personal, two-way communications with subscribers.

SMS allows us to build out an owned audience in a truly personal way, that goes beyond 1:1 "personalized" communications.

The Frequency Paradox

It has become nearly impossible to read all of our emails.

You could send 7 emails in a week, and maybe 1 of them will be seen or engaged with.

But, if you try that same approach with SMS it will feel like way too much when 98% of messages are opened.

So, we need to send less. Like WAYYYY LESS when it comes to SMS compared to what we've grown accustomed to with email.

Ready to start texting? Look no further than your email audience to solicit compliant opt-ins - by asking!

Check out this tweet with lots of examples:

https://twitter.com/QueenDTC/status/1440759030444552194?s=20

And this awesome collection from @mailcharts mailcharts.com/lists/ebbe8a71…

So how can we make SMS enticing for our subscribers?

Follow these principles:

🗣️Make it conversational.
🫂Make it personal.
👋Make it recognizable.
✨Make it exclusive.
❤️Make it emotional.

I share tons of examples on my feed, give it a scroll!

Make sure you're Practicing Safe Texts™️ by:

👍Capturing consent
✅Staying compliant
💤Adhering to Quiet Hours
💬Respecting the inbox
❤️Respecting subscribers

@PostscriptIO I'd very much love a "Practice Safe Texts" t-shirt. Please quote me 😂

Looking to get started with SMS? A few of my favorite resources...

@PostscriptIO SMS certification is awesome at setting a thoughtful foundation regardless of what platform you use.

postscript.io/sms-marketing-…

@klaviyo SMS strategy certification covers tactics that range from beginner to advanced.

academy.klaviyo.com/path/sms-strat…

@twilio has allllll of the documentation and whitepapers you could ask for that cover SMS marketing and compliance.

Give them a read: twilio.com/learn/call-and…

Looking for inspo?

Look no further than @PostscriptIO
fantastictexts.com

and @attentivemobile

attentivemobile.com/texts-we-love

Looking for data? @klaviyo Consumer Report has some seriously juicy data on SMS adoption by both consumers and marketers. Check it out:

klaviyo.com/landing/consum…