Text message marketing is a great way to connect with potential car buyers. However, there’s a fine line between crafting messages that hook people and those that end up marked as spam. In this article, we’ll discuss how you can use CRM software to create automated text messages for businesses that avoid the spam trap and give you results.
Why Should You Use SMS Marketing?
Unlike other advertising methods like email and social media, text message marketing has an impressive open rate of over 90 percent. This means you can connect with people quickly and consistently at almost any time of day. Whether you’re using text messages for inventory updates or sending personalized promotions, there’s a lot of potential to engage customers.
What Is the Spam Trap?
The spam trap happens when your messages are either marked as spam by the user or sent straight to spam by the platform. If your messages get marked as spam, it means they’re not being seen by the people on your list. Before diving into strategies, let’s walk through what most often triggers spam filters.
Using Overly Salesy LanguageIt’s okay to send out promotions since that’s what marketing is for. However, it’s important to make sure you’re not overdoing it. Words like “FREE” or “ACT NOW” can raise red flags.
Sending Messages Without PermissionTexting people who haven’t opted in will get your messages labeled as spam.
Messaging People Too FrequentlyBombarding people with too many messages can lead to complaints and unsubscriptions.
Using Non-Compliant PracticesIgnoring regulations like the Telephone Consumer Protection Act (TCPA) or GDPR can land your messages in the spam folder. In some instances, it can also cause legal trouble.
How to Write Effective SMS Marketing Messages
Now that you understand what tactics to avoid, you can focus on crafting messages that are both compliant and effective. To get started, follow these tips.
Start with ConsentThe golden rule of effective SMS marketing is to only text people who have opted in. Use clear, simple language when asking for consent. For example, you might say something like, “Sign up for inventory updates! Text JOIN to 12345 to get started.” This not only ensures compliance but also establishes trust with your audience.
Be Clear and ConciseStart with a clear purpose, such as an event reminder or alert. Use plain language to make your message easy to understand.
Personalize Your MessagesPersonalization can increase engagement rates. Try using the recipient’s name or referencing their previous inquiries. AI software for dealerships can help automate text messages to make this easy by integrating customer data.
Time It RightThe best times to send SMS blasts are at noon, 2 p.m., and between 6 and 8 p.m. Noon works because no matter whether it’s a weekday or the weekend, most people are awake by this time. Similarly, if you send your message at 2 p.m., your text will arrive a little after peak daytime hours but when people are still on their phones. Finally, people are often on their phones in the evening as they relax, so you can try sending messages between 6 and 8 p.m.
Include a Clear Call-to-Action (CTA)Every SMS should guide the recipient toward a specific action. You can ask people to take the next step by including strong calls to action like “schedule your test drive today.”
How to Use Automation for Business Text Messaging
Automation can help you run an effective SMS marketing campaign. By using automated business text messaging, you can send welcome messages to greet new subscribers immediately after they sign up, appointment reminders to reduce no-shows, and follow-ups to reconnect with people after a test drive. Automation also allows for segmentation, which allows you to send targeted messages based on customer behavior or demographics.
Staying Compliant with SMS Marketing Regulations
Compliance is important in text message marketing. Here are a few of the main regulations you should familiarize yourself with.
TCPA (US)The Telephone Consumer Protection Act requires clear opt-in from people and an easy opt-out option in every message. For example, “Reply STOP to unsubscribe.”
GDPR (EU)If you’re operating in the European Union, GDPR mandates explicit consent and transparent data usage.
CTIA GuidelinesThe Cellular Telecommunications Industry Association has additional best practices, such as avoiding deceptive content and limiting how often you send messages.
Measuring Success in SMS Marketing
In order to be effective, you’ll want to track results and tweak them as you go. Once you get started, you can analyze your performance to refine your strategy. Here are a few of the main metrics you can keep track of
Delivery RatesLook at delivery rates to make sure your messages are reaching the right people. Low delivery rates could mean there’s an issue with your contact list or spam filters.
Open RateIf your open rates seem lower than expected, this is something to look into.
Click-Through RateTrack how many people click on your links. If you have a high click-through rate, you know your messages are working.
Conversion RateMeasure the percentage of people who complete the desired action, such as scheduling a test drive or signing up for an event.
Opt-Out RateKeep track of how many people unsubscribe after each campaign. A high opt-out rate might mean that your messages are too frequent, irrelevant, or poorly timed.
What Are Some Common Mistakes to Avoid?
As you continue to run your SMS marketing campaign, you’ll begin to gather data and find what works for you and your audience. To get started, here are a few pitfalls to avoid.
Ignoring Audience PreferencesNot all customers want the same types of messages. As you’re crafting your business text messaging campaigns, segment your audiences into groups and personalize the messages for each one.
Overloading with TextsSending too many messages can lead to increased opt-outs. Stick to a consistent but reasonable schedule.
Failing to Test MessagesAlways test your messages before sending them. Check for typos, broken links, and readability.
Learn More About Effective SMS Marketing Strategies
Using effective SMS marketing strategies can help you reach more people, and having the right software is essential to power the process. Here at TECOBI, we’ve developed intuitive automotive CRM software that allows you to segment leads based on their stage in the sales funnel, track customer interactions, and automate follow-ups. To learn more about automated text messages for business, check out our resources.
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