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Message to the client about the new service. Welcome letters to future clients are important. Make exclusive posts

While smartphones are the latest fashion, not all users use all the features of the phone to the maximum, and all they need is just a dialer. According to gfk.ua, the segment of smartphones in the Ukrainian market is more than 70%, while users mobile internet only 10%. Marketers recognize this trend and often turn to text messaging as the most popular channel for communicating with customers.

How to write an effective text of SMS mailings?

At first glance, everything seems simple: throw in the text you need, add your contacts and pull SMS mailings across the entire database. But think about what exactly you need in order to get the maximum response from your customers? That's right: an effective text that falls into the reader's circle of interests, which will not only attract customers, but also bring money. We have compiled our collection of tips and examples to make it easier for you to learn from the mistakes of others and avoid them in the future.

1. Don't confuse the customer

Even a short SMS can kill the whole idea of mailing, if the text is too clever or something is not told to the client.

The last sentence is not only difficult to read, it is also difficult to understand. At best, this SMS will be left to be re-read until better times, at worst, it will be deleted immediately.

2. Avoid obscure words

It is important that your SMS does not include slang, abbreviations and incomprehensible text abbreviations that cheapen the perception of your brand and can ruin your campaign. The client can consider SMS as spam and delete them without hesitation. Many abbreviations in the text are difficult to perceive and read, but one or two generally accepted abbreviations are quite understandable to users.

3. Leave contacts

The client does not have to search for your phone numbers or email on the Internet if he has any questions or interest. You should not place high hopes on that it will tell users who you are and where to look for you. Add phone numbers with the area code to SMS so that they work on click and the client does not have to perform a bunch of extra steps to contact you.

4. Personal correspondence - private messages

It is important to consider what kind of relationship your company has with the recipient. You can walk up to a stranger and say, “I bought this shirt, 50% off. Do you want one?" Even if you start a dialogue with familiar people, then most likely with the word "Hi". So why do we immediately write in the forehead when we compose SMS?

As in the case with, the letter is most likely addressed to one person - the owner of the number, of course, if you do not leave corporate contacts. To avoid backlash, try building a relationship with the recipient from the moment the customer bought something from you and gave you permission to send SMS. As an option:

“Hi Ivan, thanks for the purchase! We look forward to meeting you soon. Show SMS at the checkout and get 20% off your next purchase at Our Store tel. +380686868686.

5. Minimum capital letters

In SMS, there is no way to add color, change the font or text style. Therefore, if you want to highlight something in capital letters, then it will be enough to add one or two words, but do not stamp the entire SMS with Caps Lock.

6. Write in the client's language

It is very difficult to read, especially for those who know English and are trying to strain their brains and eyes so that this text is perceived precisely in Russian. For example, the letters "Y" and "J" in such messages are generally universal soldiers. They act as: w, u, i, d, e, b, and this is only in the examples that I managed to find. Such variations of the same letter are found even in the same message:

7. Segment your base

It is possible that some companies think that their customers receive absolutely all SMS mailings and share them with their friends. But why not just segment customers and piss them off with unnecessary SMS?

I am very grateful for the concern that the administration of the clinic reminds me that it is time for me to get a facelift and go to the proctologist, but I left my number for a completely different reason. Although the clinic thought that I was interested in everything.

When exporting contacts, add additional fields with information that can be used for SMS. For example, for a veterinary clinic or a pet store, you can divide customers into lovers: dogs, cats, turtles, and elephants. The more you know about a client, the easier it is to segment SMS contacts and send messages to clients based on their interests. Know who your target audience is and speak directly to them.

8. Give a call to action

The text in the message should interest the client and at the same time be concise. There is no room for air and space in it, as in email newsletters. Drop all extraneous details and simply describe your offer and why it is for the client.

Such a set of products is unlikely to be understood by customers if they do not have a clear call to action. What exactly should the client do: look for where there is cheaper, go and buy, wait until the price drops?

To get - write what you want from the client, adding a clear CTA. Make sure SMS includes everything and including detailed instructions about what the client should do. If they have to call - give the number, go to the site - leave the site address, write to you - give the email. Just do not use two calls to action in one SMS message - this can confuse the reader.

9. Show benefits

No one wants to receive SMS, being distracted by reading them and cluttering up the phone's memory if there is no benefit in them.

Very strange wording of the message and it's not even clear why I need to go to this exhibition.

Add offers in real time, share information about a sale or a new product, describing the benefits that are active now.

10. Talk about what the client needs

Based on previous experience of communicating with a client and write about promotions and discounts that people will really be interested in.

Submit the required information the right people and they are more likely to want to work with you.

11. Make the client feel special

Text messages can clutter up the reader's phone, but none of the offers will be used. Give customers a sense of uniqueness in the text and tell them about exclusive promotions. This makes them feel special and encourages them to stay with you so they don't miss out on great deals in the future. Otherwise, they will most likely refuse to receive any texts from you. Correctly with the help of SMS mailing

12. Grab attention from the first word

13. Keep messages specific and short.

The simpler you make your messages, the more likely you are to be understood. Set yourself a limit, let's say 100 characters, and proofread the message up and down until it meets your "standards". Learn how to briefly fit maximum useful information in SMS without unnecessary details, conveying the essence of the action to the consumer.

Throw out all unnecessary words and see how your SMS looks like: does it contain ambiguous words, difficult turns, vowel clusters, complex consonant combinations, etc.

14. Add a brand name

The alpha name YvesRocher may not say anything to the client, but the Russian Yves Rocher in the text, as it were, deciphers who is writing.

The reader already perceives the text as a whole and does not look at the name of who is writing to him.

15. Stick to a simple structure: benefit + CTA + contacts

From the rearrangement of the terms, the sum does not change, so the order may be slightly different. Make the message actionable so that the subscriber immediately understands the essence of the offer and can evaluate the benefits by making a purchase from you.

16. Give the numbers

Such an SMS is very difficult to read and everything is to blame for this: Latin, capital letters and of course the text itself - by the time you read to the end, you already forget how it all started.

After all, it was possible to shorten the text and write clearly: “Hurry, only until 14.04 leather jackets, fur coats and sheepskin coats from new collection with 50% discount"

17. Think about the target audience

Imagine the image of the person to whom you are sending SMS and adjust the text to this category of people. If you send SMS to students, it is quite appropriate to speak their language, but the same text will no longer be acceptable for older people.

18. Anticipate questions

And even better - write so that there are no questions or doubts. Not everyone will search the Internet Additional information about your SMS. If the client does not immediately call to clarify the details - most likely, then he will completely forget about it. Imagine yourself in the place of the client. What would you like to receive in SMS so that you understand what it is about?

19. Test, repeat, check and speak your text

Mobile mailings are no different from other customer marketing methods you use in your business. Always send a test message to several mobile phones, with different screen sizes. This will give you a chance to see: how the letter is read, whether everything looks as you intended, compare the text with previous SMS messages (if it is on a smartphone), etc.

Text messages are well received if they are short, simple and personal. If what you want to say does not match at least one of the three things - look for another way to say it or derive your own formula for effective texts SMS.

I hope you were interested in the ones presented here, and you will not make the mistakes indicated in them :)

All these techniques are applicable in . Only the characters in the viber message fit much more, and it costs less. Try it - you will definitely like it!

If you are unsure of yourself, please contact us and we will discuss with you not only the text of the message, but also help you build your marketing strategy, protecting you from common mistakes and extra waste ;)

How to write a selling SMS text? - TurboSMS http://site/files/articles/kak-napisat-prodayushiy-text-sms.jpg 2019-03-11T03:58:55+02:00 Ukraine

Surely you know that the text of the message is the key to a successful mailing.

Do you want to learn how to compose not only competent texts for SMS mailings, but also those that will encourage customers to purchase?

We offer you some tips, using which you will compose a cool selling text in SMS-mailing from the point of view of various marketing "chips"! Save these tips and use them in your newsletters.

1 Start your message with a hook word

For example, "Attention! Finally! Hooray! It's done!". Such a feature will immediately attract the attention of a potential buyer and stimulate him to read the message further.

2 Focus on the main information in the message

Capitalize words like «ACTION, DISCOUNT, SPECIAL OFFER». For example, "twenty% DISCOUNT for household goods….

3 Assure the client of your respect for him

Use the pronouns you, you, yours in the text of the message.

4 Save symbols by using numbers

They convince customers and set them up for the accuracy of perception of information. Only specific data minimum of water.

5 Q&A format

Compose messages in this form, give the client the opportunity to answer your question himself. For example, “Do you know what the price of mascara is today? 30 UAH - 15% cheaper than in all stores in the city!.

6 Add a money back guarantee to your message

Thus, you will increase customer loyalty to your business. For example, “Grocery delivery service __, we will deliver the ordered goods in 20 minutes or we will refund the money + you will receive all goods for free!” It seems like an incredible guarantee, but it works! It motivates not only the client to buy, but also you to provide the service on time.

7 Limit the offer

Promotions, discounts and other special offers should be limited in time. Create the impression of a necessary and urgent purchase. For example, "50% OFFER for a trip to Turkey only until the end of this week".

8 Use "stimulant words"

Use at the end of the message such "stimulant words" as: "Hurry up, hurry up, fly in". This is a mini call to action that will once again attract the attention of the client.

9 Make exclusive posts

Messages, only upon presentation of which, the client will be able to receive his discount. This will create the effect of a personal message. For example: “When you show this message, you will receive a 15% DISCOUNT on facial products ...”.

10 Compare prices

Use a comparison of the old and new prices, thus motivating customers to buy your product at certain deadlines. For example: “Today you can buy watermelons at the _ store for only UAH 1.99. per kg, and tomorrow for 2.49 UAH. Hurry up!”.

11 Make a unique offer

Do it in messages unique offers that will not leave your customers indifferent and will make the most of effective advertising your business.

Message templates that you can use in your mailing list

informative;
advertising.

Informative messaging more suitable for maintaining communication with regular customers. It is beneficial to use such a mailing list for banks, car dealerships, service centers, beauty salons, online stores, Internet providers, restaurants and insurance companies.

Examples of informative SMS-mailing:

Dear Oleg Petrovich, the auto parts you ordered have been delivered. You can pick them up at a convenient time for you. Waiting for you! st. __
Dear Olga Nikolaevna, Your credit limit has been increased to UAH 10,000. Happy using! Your "Bank"
Dear Nikolay! The company "Travel Agency" congratulates you on your birthday and provides a 20% DISCOUNT on all tours"
15 new desserts have appeared in the menu of our cafe. We are waiting for you, Tatyana, at the address ...!

Advertising mailing, in turn, is communication with potential customers. And even though you don't know them, you need to motivate them to buy a service or product. That's why main feature such messages is a call to action. suitable for all types of businesses.

Examples of advertising SMS-mailing:

ACTION from the network of perfume shops "Spirits". Buy any perfume and get another one FREE! Only until the end of the week, hurry up
ATTENTION! A new service from the "Bank", an interest-free loan for 5 years. For details call tel. 000
Can I wash my car for free? Yes! Only this week they will wash your iron horse absolutely free of charge at
From May 15, the premiere of the long-awaited comedy "__" with Angelina Jolie will premiere at the Kino cinema chain. Upon presentation of this message, a 10% discount on the purchase of a ticket

We hope that we have helped you compose text for SMS-mailing. Be creative, make unique offers and interest your potential customers. SMS-mailing is a reliable friend for !

We wish you a good day too!

A welcome letter for a new mailing list recipient is a disproportionately important element. Perhaps even more important than all ads, targeted messages, and trigger messages combined.

A welcome email is your best opportunity to turn regular newsletter subscribers into long-term customers.

A good mailing list example can get you up and running from day one.

A well-designed welcome email hits three points:

provides the newsletter subscriber with a valuable offer promised at the registration stage (for example, a 15% discount);
invites the subscriber to go a little further: create a full-fledged account, complete the download, purchase something - in a word, take a couple more steps towards your strategic goal;
immediately build a picture of interaction. Seriously, why bother?

But not all welcome emails are so good.

You might think: there is no need to bother with welcome emails, my automated platform sends everything by itself as soon as a new subscriber confirms his address Email. Everything is so good, isn't it?

Not necessary.

Still, at least some kind of welcome letter is better than none (yes, yes, this is for you, users of the service). But you can expect better results from a welcome email that is strategically designed with strengths and the voice of your brand; emails with content that works with the three honeypots listed above. After all, this is how—thoughtful—real email marketing should be!

Below you will see how, using the same MailChimp, you can improve your mailing list with a spectacular welcome email. So, to business!

More than half of the brands are missing

Statistics on the number of brands sending welcome emails vary. Basically, the figure is 50%, plus or minus 5%. A 2015 Salesforce benchmark study already confirmed 42%. Of this proportion, 72% were rated as highly effective. A survey conducted by marketers in the UK and the US in 2017 showed that 44% of entrepreneurs sent welcome letters - which is strange, because with the overall proven success of this approach, the figure fell by 2% compared to 2016. Among 100 best online stores retail 87% send welcome emails, and 49% send more than one welcome email.

It's also worth noting that 3 out of 4 subscribers count on a welcome email after signing up for a newsletter.

Respond to their expectations!

Welcome letters to future clients are important

Statistical data (all values are averages) demonstrate that competent welcome letters can give you:

45.7% view rate (compared to 18.8% for promo emails)
9.7% click-through rate (compared to 3.8% for promotional emails);
1% conversion rate (compared to 0.17% for promotional emails)
60 rubles of income for each letter (compared to 10 rubles for promo). Income can grow up to 200 rubles with optimized mailings.

Given these statistics, it becomes clear that sending a welcome letter will not cause much difficulty. Moreover, in ours you can send such letters to your customers automatically.

In the next section, you'll read some tips to help you create a great welcome email and start earning more by increasing the loyalty of your customers.

6 Easy Ways to Optimize Your Welcome Email

Follow these tips to add value to your emails and invite subscribers to start chatting with you.

1. Send your welcome email ASAP

Real-time welcome emails lead to ten times better results than emails sent every other day or even hours later. Start chatting with your followers while you're still on their minds.

Here's how the folks at BombTech Golf work: you land on their site, they push you to sign up via email - you get an immediate discount, which is recommended to be used within sixty minutes - isn't it brilliant?), then you get (immediately! ) welcome email.

Works? And how.

2. Use your signature looks

We have nothing against our colleagues from the IT field, but let's be honest: they are not marketers. Their emails simply state the facts: “Your subscription has been confirmed”, “You have successfully created account". These are just confirmation emails, by no means welcome emails. It is better not to send this to new subscribers.

Humans are social creatures, so your message should create a sense of dialogue. This is what motivates recipients to engage with your brand (and ultimately buy from you).

Make sure your "welcome" email template works well with other email templates. And don't forget to include images that are in sync with your site - this helps reinforce your brand.

Here is a great example from Tommy John. See? Before us is a welcome letter, not some kind of dry confirmation.

3. Ask the recipient to do something...

… just not too much. By no means too much. You do not want to scare anyone by asking you to fill out a questionnaire with huge amount intrusive questions? Invite the subscriber to take the next step with you.

That is, let him go to your site and look at your products. Or a short survey will take place (two or three simple questions, no more!), The results of which you can later use for segmentation and targeting.

The call to action should be fully relevant to the brand. Jeweler Judith Bright's call is a golden (sic!) button with the inscription "Forward, for new jewelry!"; Well, how can you stay here?

4. Track subscriber behavior right away to prevent inactivity

If you don't want your subscribers to become dead souls, don't wait months or even years before launching a reactivation program.

Subscriber interest may fade within a few days or weeks.

Examine your list of new subscribers and see who opens your emails and clicks on your links and who doesn't. Send a welcome email to anyone who didn't open your first few emails, or didn't send a subsequent message asking if they're having problems with their email or website.

5. Rename your welcome email to suit your purpose

Secretly, you want your welcome email to do more than just congratulate the subscriber on their subscription. You want it to encourage them to take action that will increase their value to you, such as pushing them to make their first purchase or create an account.

No, we do not urge you to give up the usual warm words of welcome. But you definitely should think strategically about the purpose and purpose of the letter, calculate its content and "shock" sides in advance.

Look at the examples of letters we have already given. “Welcome to the team - what now?”, “Welcome to Tommy John + Get 15% Off”, “Hello stranger, we are glad to see you ... get 10% off your purchase with a promo code” See the trend? Well then, let's move on to...

6. Provide bonuses and incentives in your welcome email

If you're offering a discount, freebie, or other incentive in exchange for an email address, let us know right away in your welcome email.

It may sound cynical, but it's pretty easy to smuggle you a fake or one-time email address, then take the thank you from a page on your site and get lost. Therefore, use this very “thank you” page to notify the subscriber that another, special welcome letter has been sent to him - with important information and the promised encouragement.

6 examples of email newsletters for customers of your online store

The internet is full of great examples of welcome emails. The following are exceptionally successful examples of online store newsletters.

1. Josie Maran Cosmetics

Topic: Welcome to Josie Maran Cosmetics!

Subtitle: Get 10% off your next purchase

Why it works: this welcome letter touches on all the highlights. The topic welcomes the new subscriber, and the preheadline calls to action.

The letter talks about the company's pricing and competitive differences, and it has an eye-catching image. Plus, the subscriber is sent back to the site, attracting him with a 10% discount.

Want to see the difference between a welcome email and a confirmation email? Here is the first message sent by Josie Maran Cosmetics (confirmation letter):

2 Camel Bak

Topic: Welcome to Camel Bak!

Pretitle: Our news feed are tutorials and announcements of new equipment

Why it works: In a welcome email from this type of company, they usually expect to see advertisements and photos of the product. But you should pay attention to this letter because CamelBak skillfully uses a valuable sentence in the preheader.

In the email, you'll find a clear call to action: "Visit CamelBak.com." If you want to create a message without unnecessary load, then it should look something like this.

3. Kelly

Topic: Welcome to #Kelty

Why it works: images show people using products in a way that subscribers understand and are interested in. You may not be able to conquer Kilimanjaro, but climb the nearest hill and spend time with friends in comfortable conditions - always.

4. Iglu Ski

Subject: Welcome to Iglu Ski

Why it works: this welcome email is action oriented!

It spends some time welcoming newcomers and then gets straight to the point, pairing great images with links to important website pages. We also like the contact app. email address and phone numbers.

5. Four in the Bed

Topic: Four in the Bed Online Shopper Service: Subscribed

Why it works: Four in the Bed has successfully styled the standard MailChimp email format with their own logo that reflects the brand's style.

The only problem with the MailChimp format is the overly prominent unsubscribe button. If you're using MailChimp, make your call to action stand out more than this button.

6. Musto

Topic: Your Welcome Gift Awaits

Why it works: this welcome letter has a triple function. It immediately, with one theme, attracts attention (not some kind of slightly boring “welcome ...”), the gift promo code WELCOME10 is easy to remember, and this also pushes you to buy; well, the purpose of the letter is not just to mention the “community”, but also to demonstrate it, as clearly indicated by the faces whose attention is directed from the images directly to the recipient. This is a high class greeting!

Use the ideas from these newsletter welcome email examples to create your own email that will convert to your desired target action.

Welcome Email: 6 Examples of Emails to Send to Your Online Store

4.8 (96.67%) - 6 ratings

There are several cornerstones on which mailing effectiveness rests. A healthy initiative is good, but it's better to stick to the rules that are formulated by successful PR managers. In this case, there is a hope that the goal will be achieved faster and cheaper.

Rule 1: Make an offer you can't refuse
The world is drowning in streams of advertising noise, and it has become incredibly difficult to shout to your client. Marketers filled all the free space: public transport, newspapers, television, internet and even… asphalt. SMS messaging has been largely discredited by the inept actions of the PR manager, who sent messages too often and at the wrong time.
All this significantly complicates the task that the business owner faces. Now it’s not enough just to make an offer: it should be as intriguing, interesting and “catchy” as possible. Like many years ago, a potential client willingly “pecks” for information about discounts, promotions and sales, but at the moment it is the question of conveying this message to the buyer that is of particular difficulty.
Originality
Our eyes are primarily drawn to differences, and we notice those objects that stand out from others. This fully applies to SMS messages. What are the problems with this type of connection?
1. Small volume. You need to keep within just 100-200 characters, and this is no more than 20 words.
2. Obsession. Promotional SMS come too often: you need to stand out from the competition.
3. Relevance. A telephone signal can play a cruel joke on a person if at the time of receiving the message he is at a meeting, at an exam or driving.

Linking the sale to the holiday:
YES:
Vladimir! We congratulate you on the Motorist's Day and offer you to prepare your car for winter! Tell the manager the code ("Beware of the car") and get a 10% discount on tires and wheels! Tel.: 7047273723, Address: Prospect Mira, 18.

NO:
Time to get your car ready for winter! Show SMS to the cashier and get a discount! Tel.: 7047273723, Address: Prospect Mira, 18.

YES:
Charming Julia Viktorovna! Congratulations on Women's Day, and your soulmate - on February 23! Come to us for accessories and buy men's and women's watches with a 50% discount! We are glad to see you as our guest: 18 Mira Ave. Tel.: 7047273723.
NO:
In honor of February 23, buy a women's watch and get a men's watch as a gift. Address: 18 Mira Ave. Tel.: 7047273723.

Binding a sentence to a person:

YES:
Dear Evgeniya! Stylish House joins your family and friends and wishes you a Happy Birthday! Our gift is a 25% discount on the entire product line until October 25th. Immediately after the holiday - to us: 18, Mira Ave. Tel.: 7047273723.

NO:
Olga Nikolaevna! We congratulate you on your 45th birthday and give you a 25% discount, which is valid only on your birthday! Hurry up: 18 Mira Ave. Tel.: 7047273723.

Linking the sale to the anniversary of the company:

YES:
Sergey Ivanovich, the Steel Stallion car dealership is 5 years old! From August 1 to August 15, we have a special 10% discount on the entire product line. At your service - installments and credit. Sign up for a test drive: tel. 7047273723, address: Mira Ave., 18

NO:
Buy a car at Steel Stallion with a 10% discount from August 1 to August 15! Inquiries: tel. 7047273723, address: Mira Ave., 18

Linking the sale to the time of year:

YES:
Greetings, dear Olga! Get ready for summer with the house fashion clothes"Style" and buy sundresses, dresses, shoes, sandals and more with up to 50% discount! Hurry, the offer is limited. We are waiting for you: 18 Mira Ave. Tel.: 7047273723.
NO:
Summer has come, and you are completely naked? We will dress and shoe at half price: 18, Mira Ave. Tel.: 7047273723.

What information should the offer contain?

1. There must be a discount in the SMS message. Who wants to go to the other end of the city if he gets nothing for it?
2. The sale must be meaningful. Our man is extremely suspicious, and he is afraid of discounts that are not tied to anything. And if the sale is held in honor of the holiday, then this immediately increases the level of confidence of the buyer.
3. Emphasize the special status of customers who receive SMS messages. You need to let them know that the discounts are only for them.
4. Make a plan for holding actions. Any business takes a lot of effort and time, but effective marketing is possible only when the work goes according to a pre-formed program.

Rule 2: The offer of an SMS message must “sell”
A good text message just 5-7 years ago would have potential customers lining up in front of the store. But today this is not enough: a person now needs not only to be interested, but motivated. It is necessary to prepare such an SMS, which will contain in a concise form all the information about the upcoming action. It must meet several requirements:

Volume. It is advisable to keep within a standard SMS message, as many phones "tear" long messages.
Conciseness. No unnecessary information: only the essentials.
Availability. The essence of the action should be clear after the first reading.

Remember that people will read SMS "diagonally" and are unlikely to want to think about the meaning of what is written. It is for this reason that it is so important to comply with the requirements listed above. There are also a number of rules formulated by experienced marketers:
1. Address a specific person. It was not for nothing that we offered the future subscriber to independently determine his name. After all, it turns a faceless SMS into a personal message and, on a subconscious level, sets a person up for productive work.
YES:
Dear Pyotr Stepanovich! Do not forget to purchase a new OSAGO policy from AvtoChance, because the old one expires on September 18th. Call an insurance agent by phone 7047273723 or visit our office: 18 Mira Ave.
NO:
Policyholder, the policy is coming to an end! Extend it with us: Prospect Mira, 18. Tel.: 7047273723.
It is very important to double-check the information and make sure that all the data is correct. Errors in names, surnames, as well as other inaccuracies will be perceived extremely negatively. To avoid this, do not hesitate to clarify with the client the data from the "physical" questionnaires, as well as other information. Some typos are immediately evident (for example, Aleksandrovich or Alexei), others are not so obvious (Natalya and Natalia, Olesya and Alesya).

What information should be included in the message?

Long text messages that do not carry a semantic load and are difficult to read bring the least marketing effect. They affect only a very narrow part target audience, and it is not necessary to hope for a high return. To prevent this from happening, you should use Chekhov's rule: brevity is the sister of talent, a friend of wealth and a close relative of success.
The message should answer specific questions:

Why me? The client must understand on a subconscious level that the message is addressed to him, and not to another person.
What's this? No one wants to receive "foreign" SMS messages that do not carry a semantic load.
Why should I respond to an offer? Client motivation is very important for success.
Who can I ask a question and where can I get a discount? An SMS message should be a complete guide to action.

So, there are a lot of requirements for a small message, the task looks difficult, but doable. Let's try to give an answer with a specific example:
YES:
Pavel Yurievich, how is your health? We are waiting for you at medical center"Maximus" and offer a 25% discount for a comprehensive examination! Address: 18 Mira Ave. Tel.: 7047273723.
NO:
Dear patients! If you feel unwell, come to our Maximus Center and get a discounted examination. Address: 18 Mira Ave. Tel.: 7047273723.

Simplify!
The notorious Pavel Durov made this slogan the principle of development of his social network. There are several principles to keep in mind when composing an SMS message:

The proposal should contain a call to specific action.
One sentence - one action - one idea.

If you do not quite understand what is at stake, remember popular ads, which hang on small shops: "I will be in 15 minutes." This is what similar SMS look like, to which we say a firm “no”:
"Sale in the center stock clothing! Shoes for the price of a T-shirt! Sellers required for full-time employment.
"Come to our shopping center! Here you can buy clothes and eat delicious food! With a check for 1500 rubles - a discount for lunch. Dine for 1000 rubles and get a discount on clothes.”
YES:
“Only until May 27 - a discount on the entire spring collection up to 50%! Buy clothes or shoes for 1000 rubles and get glasses of your choice as a gift!”

Stimulate Action

Why do so many interesting proposals go unclaimed? This is due to the fact that they lack a call to action, or more precisely, an algorithm for further work. But by nature, 90% of people are followers, therefore, they need a foothold, which they are not able to find on their own. Previously, expressions such as “come”, “call” worked, now it’s a call plus motivation:
- Come visit and get a discount;
- Call right now and get more information;
- Become regular customer and get a free discount card.
Just compare:
YES:
"Viktor Anatolyevich! We give you a 25% discount in honor of the opening of a new branch of the Gratis company. Especially for you: suits, stylish watches, accessories. Come to the address: Prospect Mira, 18 and update your wardrobe!”
NO:
“Viktor, a new salon of the Gratis company has opened. A rich selection of watches, suits and accessories for real men.”

Literacy is the main weapon of PR

Each of us must have heard similar advertising slogans:
Are you young and ambitious? Then come to us to build a quarry!
- Shoes from Italy: what you like.
- Sausage "Tender": pleasure from the first stick!
On the one hand, such mistakes sometimes play into the hands of the advertiser and increase sales, on the other hand, the likelihood of such a scenario is relatively small. Much more often everything develops exactly the opposite. Therefore, before sending any message, you should carefully reread it and make sure that everything is written correctly and readably. There are also a few rules:
1. Avoid abbreviations. They make reading difficult.
2. Do not use ambiguous words and phrases.
3. Try to feel the mood of the client and his status, level.
4. Avoid capitalization.
Good example:
“Alexey Yuryevich, the Arthouse company welcomes you! Visit our new website on the Internet: dodo.ru. In honor of the opening of the portal - 20% discount on all household appliances The offer is valid until December 19
Bad example:
“Whoa customer! New Entertainment Center"Christmas tree"! Light up our club!
“Sk-ki up to 40 percent. for the entire mod-th series of Bosch equipment. Sp-te!”
"Studio "Seamstress": we will knit stylish clothes from your wool!"
"Accounting and audit: female team, we serve on the road!"

How to write a good message?

Adhere to the following principles:
- The message must be personalized. AT without fail specify how to contact the client.
- The validity period of the promotion must be limited, the quantity of goods must be limited. This forces people to actively make decisions.
- Offer not just information, but a guide to action. The message should increase sales, not just state a fact.
- The main idea should be concise and unambiguous. Try to convey it to the client in the first sentence.
- One message - one message. Don't overload your ads with unnecessary information.
- Avoid abbreviations. They complicate the perception of the text.
- Check spelling and grammar. Mistakes can be not only funny, but also scary.
- Make different messages for target groups: men and women, students and employees, VIP clients and ordinary customers.
- Put an incentive to make a purchase in every message.

The right time to send SMS messages

Intrusive advertising causes the most negative emotions when she arrives at the wrong time. No one wants to get up at 4 in the morning to find out about products and discounts. But in each segment of the economy there is a “time” when the customer will make a purchase most willingly. If we're talking about restaurant business and a cafe, then it is best to advertise the establishment from 11 to 12 o'clock (before lunch) and from 17 to 19 (before dinner). The likelihood of a response will increase.
Nightclub and entertainment advertisements are most popular on Friday (afternoon) and Saturday (approximately 11:00 am to 3:00 pm). It is best for auto parts stores to advertise their products during certain seasons, but the timing of messages is determined based on the target group. For example, professional drivers go to bed early, but also get up early.
General rules the same for all:
1. Do not send SMS messages at night. If the store operates in several regions, be sure to check the time zones, make sure that the time reference is selected correctly.
2. In most cases, messages sent on weekdays and on weekdays bring the greatest effect. working time- from 11 am to 7 pm. Do not make promotional offers on Mondays, unless it is about medical services.
3. Adjust for the time of year. In summer, it is customary for us to spend weekends in the country and in nature, so sending messages on Saturdays and Sundays will be the least effective.
4. Try to find out at what time periods your target group is paid. As a rule, it falls on a Friday or Monday (from the 2nd to the 5th and from the 15th to the 17th of each month). Saturday Sunday, holidays are not banking.
5. Adjust for the real situation. Men cannot be lured out of the house when there are major football and hockey championships, women - in severe frosts.

What information should be conveyed to the client?

There is no doubt that different target groups have different interests, which do not always intersect. It is unlikely that women take care of their cars on their own and are unlikely to understand their technical device. Men will not be interested in messages about the sale of dresses and skirts, as well as other clothing. Students will be very disappointed if they receive a message about the sale of things for small children.
A serious question arises: how to divide your database in such a way that you do not overload the questionnaire with questions and then use the information received with the greatest effect? Nothing is impossible: just work through all the divisions of your target group and outline priority areas:

Men and women;
Lovers of active and passive recreation;
Youth and people of mature age;
Motorists and pedestrians;
Travelers and homebodies.

Study the calendar of secular and religious holidays to choose those dates for which sales and promotions can be timed. Don't forget about the change of seasons: for many people this is a serious event. The most popular holidays are at the end of winter: 14, 23 February and 8 March. Mailing should be done in advance to get the greatest marketing effect. Prepare to new year holidays people start 5-15 days before the event: depending on the goal.
So, the restaurant is selected at least 2 weeks before the holiday, food and culinary delights - a few days before the table. You need to create your own calendar, which will reflect important events that you can celebrate. Every time you plan a newsletter, be sure to think about the target message and audience.

Frequency of advertising messages

Do you remember the children's story about the shepherdess who called for help all the time? It spoke in a veiled form about the importance of reaching out to strangers in a timely manner. This rule fully applies to SMS mailing. If you “please” your customers with messages every day, they will very quickly become imbued with sincere hatred for your company. If you send SMS less than once every 2 months, they will soon forget about you.
Of course, everything depends both on the client and on the offers. The optimal balance is achieved by trial and error and is largely individual. Different SMS messages can be sent to subscribers from different segments. To avoid the failure of marketing campaigns, it is worth making a plan and a kind of schedule that will take into account various factors.

How to evaluate the result?

If you are leading own business, then you know how important it is to count money and control expenses. In addition, the evaluation of a marketing campaign will help identify its weak sides and avoid mistakes in the future. The effectiveness of the work can be established only in the medium term, since the result is influenced by many factors, some of which are difficult to predict.
Pay attention to the following options:
- Feedback. If an Internet site is being advertised, the effectiveness can be measured by the increase in traffic. If we are talking about a cafe, then a competent mailing will result in an increase in the number of customers.
- Profit. By analyzing the company's revenue for a certain period of time, it is possible to establish how the mailing has affected financial performance.
- Negative. Unfavorable factors include figures such as the number of customers who opted out of SMS mailings, as well as the level of sales decline. In this case, you need to review the entire marketing strategy and draw the appropriate conclusions.

Ways to control efficiency:
- Personal code. If you have an online store, a virtual restaurant or a supermarket, send a password in an SMS message that must be entered for use. The efficiency calculation will be performed automatically.
- SMS coupon. For representatives of the "physical" outlets another method is suitable - sending the code inside the message. In this case, the manager needs to independently mark those clients who named the “password”.
Example:
“Dear Vitaly, prepare your car for winter! Enter promo code " winter tires» on our website av-rez.ru and get a 20% discount! The offer is valid until October 30th.
“Greetings, Tatyana Olegovna! Do you want to get a discount on summer shoes in the Botti store on 22 Korolya Street? Just tell the seller the code phrase: "I have a package for Mr. Schmitt." The promotion will end on May 28th.
The text of the message should be original and interesting, so do not spare your imagination. The number of "returned" SMS coupons will mean the effectiveness of the strategy. If a friend or relative of the subscriber uses the code word, do not refuse them a discount: the fame of the “good” store will certainly spread.

Thank you for taking part in the drawing of a certificate for 1500 rubles! Results will be announced on Monday, May 12th. Good luck!

Sale announcement

Don't let the product get dusty on the shelves! Send SMS about the sale to customers and get the result!

Winter sale at Yappi is almost over! Discounts 60%. Don't pass by!

Order SMS mailing to customers of your store and get income today!

Imagine being able to offer a special deal to your customers just 1 hour before people get hungry and think about what to eat for dinner? This will give an amazingly powerful effect! Especially when correct advertising. Text marketing is great for this! It's fast and easy for you. It is convenient and relevant for your customers. Here are some ideas to help you "get the ball" in your ad campaigns!

Mobile Coupons

Encourage customers to visit your establishment and order dinner.

Are you planning dinner? Show this message to the waiter and get a large appetizer plate for free with your main course order. Only today!

Refer a Friend Discount

Don't like to eat alone? Come with a friend and get a discount!

Come to Jack's Grill today and bring 2 friends! Free dessert for everyone!

Organize a competition

SMS contest will add subscribers and amuse existing customers.

Excellent! You tried to win dinner for two. The results will be announced tomorrow at 19:00. Good luck!

Table reservation reminder

Remind customers about table reservations in your restaurant. Don't let them stay hungry!

Evgeniy! You have booked a table for two at the Birstube restaurant for 17:00. Waiting for you!

Staff notices

To all employees! Compulsory meeting today at 8 am, before opening! Don't be late!

Many schools use phones to relay news and updates to their staff and parents. It's slower than bulk text messages. This is why many school notification systems include SMS notifications. In many cases, texts completely replace phone calls. Here are more ideas for using SMS informing for schools and other educational organizations.