SMS marketing steps up its engagement tactics

SMS marketing isn’t a new phenomenon among salons, thanks to its cost-effectiveness and strong return on investment. But if your salon is still using basic SMS as a marketing tool, you may be missing out on maximum engagement with your customers.

In a recent survey carried out by MessageMedia of 1,000 consumers, it was revealed that a massive 87 per cent of Australians have opened an SMS from a business, and a further 83 per cent confirmed they clicked through to a business via a link provided within an SMS.

But exactly how can a salon encourage a potential client to not only read the SMS, but act on it?

Make it personal
The traditional mass message is less likely to be opened by a potential client and with that in mind, it pays to deliver targeted SMS texts to your database. “Customers buy more from a company that knows their name and personal preferences,” says Tara Saman of MessageMedia. “They will also leave a business they feel isn’t providing sufficiently relevant experience.”

SMS technologies now offer mobile landing pages that can be completely personalised, greeting the client by name, displaying your logo, as well as details relevant to your customer’s usual treatment or procedures.

Make it two-way
There has been a shift in the way clients book their appointments – the emerging generation prefers to do so via a digital platform, rather than speak to a person over the phone. But that said, clients still expect a response. Enter two-way SMS. “Features such as dedicated numbers mean your messages all come from the same number. Customers can save your dedicated number and use it to contact you, as these numbers can support incoming SMS,” says Tara. Suddenly, your salon is able to answer enquires, off the back of an SMS marketing execution, engaging clients, and creating an environment where they are more likely to book in.

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