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HOW TO: Reach Your Audience with Text Messages

July 28, 2011 by

Sending a text message is almost the only way you can be sure your target audience actually reads your message. An amazing 97 percent of mobile subscribers will read an SMS message within four minutes of receipt. But only 20 percent of listserv e-mails, depending on your industry, are ever opened at all.

Here are six steps organizations of any size can use to add text messages to their communications mix:

1. Choose a text message delivery system. While there are many commercial applications out there, FrontlineSMS is free open-source software you can use to turn any computer and mobile phone or modem into a two-way group messaging hub. You don’t even need to be hooked up to the Internet.

2. Gain permission. Don’t just start blasting out text messages without giving your audience members a chance to let you know how best to serve them. Not only is sending unsolicited text messages illegal in most countries, many people would find them annoying. Many big companies, such as IKEA (see number 9), are giving customers several communications options.

3. Look for contact points. Determine what opportunities you have to collect cell phone numbers from your audience. Your website? Conferences? Phone calls? Figure out how to give people an easy way to sign up for more information via text message (or email or both) on the spot.

4. Get relevant details from start. As you grow your text message list, remember to collect enough information to treat each person special (and avoid sending anybody useless information). This means creating a general text message list and several sublists tailored to different interests/audience segments within your industry.

5. Deliver great content. People who agree to share their precious mobile digits with you do so under an assumption of trust. Don’t sent them too many messages. Also, stay clear of texting shorthand. Use full words in complete sentences.

6. Track results. Be sure to compare the effectiveness of different text messages, so you can keep improving how you serve your audience over time.

That’s my list. What about you? Do you think I left out anything essential to reaching your audience with text messages?



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About Monica

Monica specializes in strategic communications, web and new media, and print materials with an international or multi-cultural context. She has worked on national public outreach campaigns targeting multi-cultural audiences and has conceptualized, written, and/or designed multiple websites. Monica also has written, edited, and/or designed high-profile newsletters, brochures, and reports, including some prepared in collaboration with the White House. She holds a bachelor’s in journalism and a master of international service with a focus on international communication. Monica is based in Washington, D.C.