I analysed how the most innovative brands build their SMS marketing audiences

Marketing 101 - larger audience = more conversions = more revenue.

But building an audience for an SMS channel is particularly tough - everyone thinks twice about handing over their personal phone number. Here's how the best brands are doing it:

1) Value, value, value ‍

SMS marketing has a bad rep. When the average consumer thinks of text messages for commercial use this is what comes to mind:

Tackle that negative stereotype by bringing value. That might be:

✅ Offering flexibility to manage subscription via-text
✅ Providing email free customer support
✅ Sharing useful content by SMS

Wellness drinks brand Moment smash this - they send their SMS subscribers a daily link to a meditation video. That's it - no annoying selling, no spam:

2) Communicate transparently

People don’t sign up to what they don’t know, and they especially don’t stick their personal phone number into a mystery form fill without knowing what’s in it for them.

At the point of opt-in, clearly communicate to the customer what they should expect from your SMS service, how many messages they will receive, and how to opt-out.

Beverage brand Olipop deliver this particularly well:

3) Keep sign up simple

Once your customer understands the value of your SMS channel, you want opt-in to be as frictionless as possible.

A very simple form fill, which demands as little information as possible from the customer is the way to go here, as demonstrated by skincare brand PeaceOut:

4) Rinse and Repeat

Market your SMS service like you would any new initiative - across the multiple touch points at which customers interact with your brand:

✅ Tickbox at checkout
✅ Story in IG
✅ Post on Twitter
✅ CTA in an email

Innovative coffee brand Taika go one better, and include their contact number as part of their packaging to prompt immediate engagement via SMS.

5) Deliver long-term

Building an SMS list is not just a short-term play. Resource your channel with great content and dedicated personnel to keep that value flowing long-term - otherwise subscribers will tank 🤿

For more insights like this, check out the Blueprint Report (https://bit.ly/35fFeoA) featuring:

🔥eCom strategy tear downs
🎙Podcasts w/leading DTC players
📱Case studies on SMS marketing