How Two-Way SMS Marketing Can Increase Engagement

Two-way SMS communication stands out as a highly effective tool for businesses looking to gain better engagement and simplify interactions with customers.

Unlike traditional one-way messaging, two-way SMS allows customers to respond directly to messages they receive. This creates a dynamic conversation that leads to quality customer service and a better customer experience.

In this article, we will explore the dynamic capabilities of two-way SMS marketing and how it can be seamlessly integrated into your existing marketing strategies to boost customer engagement.

What is Two-Way SMS Marketing?

Two-way SMS marketing is a method of communication where both the business and the customer can send and receive SMS messages. It creates a dialogue that allows for personalized interactions. 

For example, a customer might reply to a promotional message with a question, and the business can respond directly. 

Typically two-way messaging works best from a real and recognizable 10-digit business number as 5-6 digit code numbers don’t generally support dynamic two-way communication. 

Using a real business number for these interactions not only increases customer satisfaction but also builds a stronger relationship between the business and its customers.

How Two-Way SMS Marketing Works

First of all, businesses need to set up an account with a service provider that offers two-way messaging capabilities. 

Once set up, they can send messages to their customers and receive responses in real-time. Here’s a step-by-step breakdown of the process:

1. Choose a service provider: Select a provider that offers two-way SMS functionality.
2. Set up your account: Register and set up your account with the service provider.
3. Create and upload your contact list: Gather your customers’ phone numbers and add them to your contact list.
4. Draft your messages: Write clear and concise messages that encourage a response.
5. Send and receive messages: Start the conversation by sending out your first message and be ready to respond to customer replies.

Benefits of Using Two-Way SMS Campaigns

Two-way SMS messaging offers many benefits that improve customer interaction and operational efficiency for businesses. Here are the key advantages:

Better Customer Engagement

Two-way SMS creates a direct communication channel between businesses and customers. This interaction not only boosts engagement but also fosters a sense of connection and accessibility. 

Customers are more likely to respond and interact when they feel they are conversing directly with your brand.

Immediate Communication

The real-time nature of SMS is invaluable for delivering timely information.

Whether it’s a last-minute deal, appointment reminder, answering a question, or urgent update, SMS ensures your message is delivered and read almost instantly. 

Increased Open Rates

SMS messages have an impressive open rate of 98%, higher than email’s average open rate of 20-30%. 

The immediacy with which people tend to check their text messages ensures that your communication is not only delivered but also seen shortly after sending.

Higher Response Rates

The personal and direct nature of SMS leads to higher engagement rates. Customers are more likely to reply to a text message than they are to respond to other forms of digital communication. 

It’s critical for interactive campaigns, such as feedback requests or personalized customer service inquiries.

Personalized Interactions

Two-way SMS service allows for tailored communications that can address individual customer needs and preferences. 

Personalization can be achieved by integrating SMS with customer relationship management (CRM) systems. Then, you can send personalized messages based on past purchases, browsing behavior, and customer demographics.

Convenience for Customers

Many customers prefer text messaging as a method of communication due to its convenience. In fact, research has shown that 72% of consumers want to be able to text with businesses. SMS does not require internet connectivity, unlike many messaging apps and emails, and can be accessed on any mobile phone. 

Universal accessibility makes it easy for customers to read and respond to messages at their convenience.

Cost-Effectiveness

SMS marketing cost is relatively low compared to other marketing channels. 

It requires fewer resources to set up and run, and the return on investment can be significant due to high engagement rates.

Easy to Track and Analyze

With SMS, you can easily monitor various metrics such as delivery rates, open rates, and response rates. 

Many SMS platforms offer analytics tools that help businesses understand the effectiveness of each campaign, providing insights that can be used to optimize future messages.

How to Implement Two-Way Texting for Your Business

Implementing two-way SMS texting involves several strategic steps. Carefully planning and executing these steps ensure a successful integration of two-way SMS. Here’s how to do it:

Choose the Right SMS Provider

Select an SMS provider that offers reliable two-way messaging capabilities. Look for features like API access, integration options with existing systems (like CRM software), automation capabilities, and comprehensive analytics. 

Textellent is a popular choice that offers robust automated texting solutions that cater to various business needs.

Determine Which Phone Number to Text-Enable

Two-way SMS messaging works best when the texts come from a number that your customers will recognize. Landlines and VOIP lines are easy to test-enable if you pick the right service provider. If a new number is preferred, you simply need to promote that new number to your customers. 

Obtain Necessary Permissions

Ensure your customers give explicit consent to send them SMS marketing messages. This can be achieved through opt-in forms on your website, during checkout processes, or through a double opt-in mechanism via SMS itself. 

For customer service issues such as your installation team running later, your product being delivered today, etc., these consent permissions are not needed to send them text messages. In addition, if a customer texts you directly, it is implied that they may receive a response via text. 

Be transparent about how often you will text them and provide an easy way for customers to opt-out.

Segment Your Audience

Segment your audience based on relevant criteria such as past purchase behavior, demographics, location, and preferences. 

This enables you to tailor your messages more specifically, which can lead to higher engagement rates.

Craft Compelling Messages

You should create messages that are clear, concise, and engaging. Each message should include a call to action (CTA) that encourages a response, whether it’s asking for feedback, offering a discount, or prompting a registration. 

Remember, the tone should be conversational and friendly, reflecting your brand’s voice.

Set Up Automated Responses

For common inquiries or interactions, you can set up automated responses or templates to ensure immediate communication. Automation can be used for confirmations, appointment reminders, and frequently asked questions. 

However, a system should always be in place to escalate more complex queries to human customer service representatives.

Test and Launch Your Service

Before going live with a full-scale campaign and two-way SMS messaging, conduct testing to iron out any issues with message delivery, response handling, and integration points. 

You can start with a small group of customers to gauge the effectiveness of your messages and workflows.

Monitor and Optimize

Once your campaign is live, continuously monitor performance through analytics provided by your SMS platform. You can track metrics such as delivery rates, open rates, response rates, opt-out and conversion rates. 

Use this data to refine your approach and adjust message content, timing, and segmentation to improve overall effectiveness.

How To Improve Your Two-way SMS with Textellent 

Textellent transforms simple two-way SMS communication—from the time they indicate interest to setting up appointments or consults to following up after a service.

Unlike basic tools that offer minimal engagement, Textellent integrates texting at crucial stages of the customer journey, from the instant they become interested in your service and continue to move through the life cycle, including pre-appointment to post-appointment follow-ups.

Textellent offers flexibility to suit your business needs. You can customize its features to upgrade your processes or keep operations simple without intricate setups. 

Additionally, its advanced tagging and segmentation capabilities tailor your messages precisely for each customer based on their previous interactions and preferences.

This SMS messaging provider also provides valuable insights into the performance of your SMS campaigns. It tracks responses and conversions from messages, helping you refine your strategies for better results. 

Moreover, with a variety of ready-to-use message templates, you can communicate effectively while maintaining your brand’s consistent voice.

Best Practices for Two-Way SMS Marketing 

Two-way SMS marketing is a dynamic communication tool that allows businesses to engage in real-time, meaningful conversations with their customers. To maximize the effectiveness of this type of marketing, it’s important to adhere to several best practices:

Keep Messages Clear and Concise

SMS is valued for its brevity and immediacy. Make sure to keep your messages short, clear, and to the point. Avoid using jargon or complex language that might confuse the reader. 

Each message should have a clear purpose and a direct call to action, guiding the recipient on what to do next.

Personalize the Interaction

Personalization can increase the effectiveness of your messages. 

You can use the customer’s name and include details relevant to their specific interests or previous interactions with your brand. 

Maintain Professionalism

While SMS is a more casual communication form, maintaining professionalism is equally important. 

This includes watching your language, using proper grammar, and respecting the customer’s time by not sending messages too early in the morning or late at night. If you use images in your communications, be sure to use good-quality images too.

Respond Promptly

The expectation for quick responses in SMS communications is high. Ensure that you have the resources to respond promptly to customer replies.

This may involve automated responses for some common queries and a dedicated team to handle more complex interactions.

Engage, Respond, Connect: Upgrade Your SMS Strategy with Textellent

Ready to transform how you connect with your customers? Textellent provides user-friendly texting capabilities, cost-effective pricing, and dependable support to simplify your communication efforts.

With Textellent, you can easily initiate conversations and manage responses all in one platform. Its two-way SMS capabilities bring a new level of simplicity and effectiveness to your marketing campaigns.

Sign up for a free trial or request a demo consultation today.

FAQs About Two-Way SMS Marketing

How should I respond to opt-out requests in two-way SMS marketing?

Many platforms offer the ability to immediately block anyone who opts out with standard language, such as STOP, from receiving any further texts and many offer the ability to send an automated response indicating their wish to opt-out is being confirmed. 

Textellent goes a step further such that if anyone uses negative sentiment in their response, that contact is automatically flagged so that it can be determined if they were trying to opt-out or had some type of question. 

Ensure your SMS platform automates this process to comply with legal standards and maintain customer trust. Regularly review your opt-out procedures to ensure they are as streamlined and user-friendly as possible.

What are the common pitfalls in two-way SMS marketing, and how can I avoid them?

Common pitfalls in two-way SMS marketing include:

• Overwhelming customers with too many messages.
• Neglecting to provide a clear opt-out option.
• Failing to monitor and respond to messages promptly.

To avoid these, establish a sensible messaging frequency, always include a straightforward way for customers to unsubscribe, and set up systems to ensure quick responses to customer inquiries.

What are inbound text messages in the context of two-way SMS marketing?

Inbound text messages refer to the messages received from customers in response to a two-way SMS marketing campaign.

Unlike outbound messages that businesses send to initiate a conversation or deliver information, inbound messages come from customers who are engaging with the content. It may be asking questions or providing feedback directly to the company through SMS. Textellent provides free incoming messages.