Here are some tips on how to send effective SMS campaigns.

Use personal details, such as the customer’s name or other relevant information to increase engagement (personalisation). For example, we sent text messages to first year learners to encourage them to seek help and persevere with their study. Messages addressed the learner by their first name, and referenced their qualification (their traineeship or apprenticeship). The message was signed off by their local service manager.

Keep the message simple (simplification). Three-quarters of people who received our text messages to pay their overdue rent took action or commenced a payment plan.

Provide a specific action that the customer needs to take on the spot, including the steps for how to do this (call to action). Make it easy by including a links to targeted information, but only if additional information is necessary. Our SMS messages reduced missed hospital appointments by almost 34% percent, saving hospitals almost $120,000 in eight months.

Send the message at an optimal time, when you’re certain that the customer can read and act on it, such as during break times (timeliness). Our text messages to first year learners were sent in the morning between 9am and 11am, lunchtime at about 12pm, and in the afternoon at 3pm. This is when apprentices have a chance to act on the spot. We also sent reminder messages at key times during their apprenticeship or traineeship calendar to prompt learners to complete important training documents.

Sign off from an influential person so customers trust and act on the message (messenger effect). Send the message from a dedicated number. Many services will additionally show the organisation’s name in the caller ID (for example ‘Training Services New South Wales’). Phone numbers which show up as ‘Blocked’ or ‘Private’ may be ignored or blocked, as they may be seen as untrustworthy. Sign-off with your name as well as your role or organisation to increase trust.

Source: This is an abridged version of our original post.