- Magnetic Marketing
- new phone. who dis?
new phone. who dis?
SMS marketing - why you should be using it and how to get started
Welcome to the 22nd issue of Always Be Learning. The newsletter that tastes just as good the next day, after popping it in the air fryer for 3-5 minutes.
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Today's Marketing Breakdown:
In today's issue, I'm going to show you how to get started with SMS marketing.
Why you should be using SMS marketing
My preferred SMS partner
How to hit the ground running
Why you should be using SMS marketing:
First, let's look at some stats related to SMS marketing.
As you can see, there is a gap between the number of companies offering SMS marketing and customers interested in signing up for texts.
And almost every business using SMS marketing is saying it's driving revenue.
It's a golden opportunity.
In both cases, our SMS channel scaled faster than email marketing. It didn't take long for SMS to drive more revenue than email (with far fewer subscribers).
My preferred SMS partner:
Now that you know the benefits of SMS marketing, let's talk vendors.
3 of the main players are:
While the 3 vendors above are all suitable options, Attentive is the top choice, in my opinion.
Their homepage sums it up perfectly: "The most comprehensive text message marketing solution"
What sets them apart is their:
Lead collection popup
Two-way conversational messaging
Best-in-class account management support
If you want to get a feel for what they have to offer, run through our popup --> welcome series text flow at thebeardclub.com:
How to hit the ground running:
Okay, now you know the benefits of SMS marketing; you've selected Attentive as your SMS provider; it's time to get your SMS program up and running.
First, you'll want to nail down your lead magnet offer:
I've chosen a free item as our lead magnet in the screenshot above. We send this in the form of a Buy 1, Get 1 Free discount upon signup.
I have tested this against Free Shipping, xx% Off, $xx Off, etc.
The "free" language always wins.
So if you can find a way to work a "free" offer into your lead magnet, I highly suggest you test it.
Second, you'll want to set up your welcome series:
One thing that is different between email and SMS marketing is that you really need to consider cadence with SMS marketing.
You can get away with daily emails if you're providing solid value. But even the best SMS marketing programs would be hard-pressed to get away with sending their customers a text every single day.
I recommend a max of 2-3 texts per week to your customers.
Keeping that in mind, here's the ideal welcome series you'll want to set up:
Day 1 - welcome offer
Day 2 - offer reminder
Day 5 - upgrade to new offer
That's the bare minimum setup I would put in place.
This journey alone will be a CASH COW for your business. Because SMS subscribers are, by default, your most engaged customers.
Think about it: you don't give your phone number to just anybody, right? But you're more likely to dish out your email on a website at the drop of a dime.
Customers care more about their SMS inbox than their email inbox.
This will naturally lead to higher conversion rates with SMS. i.e. an SMS subscriber is worth more to your business than an Email subscriber (at least in my experience).
(Note: Attentive's popups allow you to collect both email and SMS. There's no downside.).
Third, send emails to promote SMS signups:
You've got your welcome funnel set up. Now, all you need to do is fill that funnel.
Send 2-3 emails to your current customers and prospects letting them know they can sign up for SMS and get an exclusive offer.
Attentive will set you up with a landing page specifically for email campaigns to which you can drive people to sign up.
And just like that, you're off to the races with SMS marketing.
There's much more to SMS marketing than just these steps.
There are other automated journeys to set up, a campaign schedule, two-way conversational messaging, etc.
But those are topics for another newsletter. 😉
Early on, the welcome funnel will easily generate over 90% of your revenue from the SMS channel.
And sooner than later, it should become a marketing channel that makes up at least 20% of your overall revenue.
There you have it! 1 marketing tip to help grow your DTC business.
Here’s what else I’m checking out in the DTC marketing world:
Hope this has been helpful!
If you enjoyed it, please forward it along to your marketing friends.
See ya next Thursday,
P.S. Whenever you're ready, there are 3 ways I can help you:
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