How to do SMS marketing without giving everyone the ick

Let’s be real, nobody wants to be *that* brand — the one whose SMS marketing messages are so frequent and irrelevant that the only response they get is ‘STOP’.

The good news is you can make SMS marketing something your subscribers actually look forward to. The secret is building brand affinity and crafting an SMS strategy that keeps your audience engaged.

Klaviyo recently released its 2024 SMS Consumer Trends Report, based on a survey of 8,000 shoppers revealing how and when they’d like brands to text them.

To help you master your SMS marketing, here are our key takeaways from the report.

Mixed messages on too many messages

Klaviyo’s research shows that the top reason people unsubscribe from SMS messages is because they receive too many — but it’s not as bad as you think. Surprisingly, 72% of consumers expect at least one message a week. Of those, 45% want more than one message per week. So if you don’t send messages regularly, subscribers might forget they signed up, leading to more unsubscribes.

SMS content preferences

Consumers have specific preferences for the types of messages they receive via SMS over email:

1. Transactional: delivery updates and other transactional info are ideal for SMS because they’re immediate and relevant.
2. Exclusivity: first access to sales or exclusive offers makes subscribers feel valued.
3. Reciprocity: welcome offers and other mutual benefit messages are appreciated and effective.

Speeding up the customer journey

SMS can significantly speed up the customer journey. Over 50% of surveyed consumers said they’ve bought something via SMS that they had planned to buy later. Additionally, 56% have made 2-3 purchases from SMS marketing in the past year. Most notably, 45% are most likely to buy via SMS in the evening, with 52% making purchases while watching TV. This insight can help you time your messages for maximum impact.

Insights from Asia Pacific

Klaviyo’s report pulled data from America, Europe, and APAC. Since many of our clients are based in Australia, we’ve highlighted these insights from the APAC region in our summary:

1. Subscription drivers: 66% of APAC participants said discounts are key for subscribing, compared to the global average of 59%.
2. Message frequency: APAC consumers prefer fewer messages, ideally just one per week.
3. Content uniqueness: 40% of APAC consumers find receiving the same message via email and SMS repetitive. Ensure your SMS content is unique and adds extra value beyond what’s provided in emails.

Building a holistic strategy

An effective SMS marketing strategy should integrate with your broader marketing efforts. Here’s how we approach it:

• Know your audience: use data to segment and tailor your messages.
• Timing is key: schedule messages for when your audience is most likely to engage. Evenings and TV watching times are prime opportunities.
• Keep it fresh: avoid redundancy by crafting unique messages for SMS that stand out from your email campaigns.
• Balance frequency: stay consistent to keep your brand top of mind without overwhelming your subscribers.
• Offer exclusivity: provide exclusive deals and first-access opportunities to make your subscribers feel valued.

Finding the SMS marketing sweet spot

Mastering SMS marketing is about understanding consumer expectations, perfect timing, and delivering unique, valuable content. By focusing on brand affinity and integrating SMS into your overall marketing strategy, you can build stronger connections and drive higher conversion rates.