Agriculture Reference
In-Depth Information
phone users are not on WhatsApp, KIK or Viber, but they are very happy to
read (and write) text messages.
Building a database with phone numbers is even more tricky than an
e-mail database since the impact of a text is a lot higher. To set up a proper
database you might want to develop special promotions. One retailer gives a
discount on a weekly basis to customers who have a phone number ending
with, say, number
9.
They have to register to get the discount. Be creative and
find your own way forward on this one.
To be successful in your text marketing campaigns you should obey the
following rules:
•
Be focused and spot on. Like Twitter, you only have a limited number of
characters so you have to be very clear. People also might get annoyed if
you send them confusing texts that are not saying anything at all. So be
very, very straightforward!
•
Your offers are not 'amazing' so avoid words like that, since it will look
like spam. Be enthusiastic but do not be too enthusiastic;
•
As a business it will not be a positive thing to use smileys :-)
•
It should be valid or available today - not tomorrow. Text marketing is,
like Twitter, excellent for a here-and-now promotion;
•
Make the reader feel special, use words like 'you' to appeal to the recipi-
ent and try to offer something else than in your local newspaper;
•
Timing is essential, since no one wants to receive a text at 7.30 in the
morning, while 7.30 in the evening is too late;
•
Make clear who is sending the text. This might be obvious, but we would
not mention it if every business was doing it!
•
Do not do it too often, it is quite a direct way of communication!
Text marketing is a great way to interact with your customers and there
are many providers that can be used to send out bulk messages. It might be
an idea to add all your customers to this list but, as with e-mail, you have to
get an opt-in from your customer before you can contact them.
E-mail marketing
Many consultants are putting forward the argument that e-mail is dead
or at least dying. It is undeniable that people are using social media more
frequently to communicate with relatives but e-mail is still a valuable mar-
keting tool. Have an up-to-date e-mail list; it gives you a kick start if you
want to communicate new products, promotions or events you are organ-
izing in your business.
The first thing you need to do is build an e-mail database. If you have a
customer loyalty scheme that would be the most obvious start, but if you do
not you can still build a decent database. It is important to encourage your
staff and let them participate in this. Set an objective for the first
2
weeks
and encourage them to sign customers up at the till. You can use Microsoft
