Chapter 6: Crafting an SMS Text Messaging Strategy

Did you know that your customers receive an average of 65 notifications a day? That means that when you send out a text, it really has to hold value in order to break through the noise. 

The Golden Rule of Texting: This easy inbound and outbound communication channel should be used to give your customers an extra added value. 

You won’t connect with your customers if you’re using one-way text, because they can’t text you back.

When your customers realize that they can’t respond to your texts, they’re going to see you as one of those emails that they signed up for and forgot about. Spam! 

If you want to build a strong SMS messaging strategy, there are a few things you’ll need to do.

Step 1 — Make sure your customers can text you back.

Even if you don’t think they’re going to do it, your customers need an option to text you back. No, you aren’t going to need someone manning the phones 24/7. 

You just need someone to be in charge of the SMS messaging strategy that plays a key part in the larger CX. 

Step up your game by using SMS messaging for customer support with two-way text. 

Using this tool as a new marketing way is undoubtedly a way to get ghosted. Add customer support to the picture, and a whole new world of opportunities opens up. Use this to generate leads and sales. 

Step 2 — Let your customers know they can text you. 

Show your customers how much you’re there for them by being easily accessible via text. 

Add your phone number to: 

• Website
• Google Business page
• Social media bios
• Email signature 
  

We’d suggest that you get extra personal by making your phone number a long code, not a short code. Short codes could mean a bot (spam!), long codes are more likely to be a human texting from a cell phone...which in this case, it is. 

Step 3 — Have someone ready to answer texts.

When you put your phone number out on the internet, texts are bound to come in with questions. Like we found out earlier, your customers actually want to talk to you. Surprise! 

With text, like live chat, a quick response is key to success. Make sure that you have someone who can answer texts during regular business hours, at least. 

How do you know when people might text you?
Look at your website traffic to see when there are spikes. At the very least, make sure you have someone to answer texts during these times. 

More eyeballs on your website = more texts to answer...and more opportunities to create a conversation with your customers.

Step 5 — Add reporting to the routine.

Like most pieces of the customer experience, your SMS text strategy needs to be data-driven. Find a time to create monthly or quarterly reports that you can use to learn: 

• How many customers are engaging in conversations
• How long it’s taking you to answer them
• What questions they’re are asking
• What phrases they’re using / how they’re talking 
• What they’re wanting to talk more about 
  

Use this information to: 

• Determine issues you need to address, like product defects or website issues. 
• Generate content for blogs, e-books, webinars, and other forms of content. 
• Further hone your voice to match your customers in live chat and SMS messaging 
  

Step 6 — Be clear about what you want to say. 

You only have 150 text characters to work with, and you want to pack a punch. Always look back to the customer journey and your customer experience strategy. 

Where to text messages fit in?  

Where do SMS messages add value to your overall CX?

You can use texts for coupons, birthday offers, reminders, product updates, you name it. 

The key is to make sure that your customers are able to text you back when they hear the cool news. You don’t want to miss the opportunity to combine texting with customer support—AKA, the opportunity to have a genuine conversation with your customers, learn more about how you can connect with them, solve their problems, increase their customer loyalty and generate more sales.