Determine what goals a text message campaign is expected to achieve

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2021, 5:30 PM UTC

While some text message campaigns may target building brand identity, others may want the texts to build a customer base.

Before kick-starting a text message campaign, brands must define specific, measurable, relevant and time-bound goals. Like in email marketing, brands must offer customers the choice to opt-in or out of text message campaigns.

Marketers must also ensure they send thoughtful and concise messages to their audiences. At the same time, brands must avoid sending text messages to their customers early in the morning or late at night. These measures help show consumers that the brand respects them and values maintaining boundaries.

Additionally, brands must avoid using full caps and abbreviations in their texts for the messages to be read professionally. Every text message should include a clear CTA that encourages customers to act on the brand campaign.

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