Mother's Day: the perfect time for a campaign SMS !
Elsa Paparone
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Introduction
Mother's Day, just like Father's Day or Valentine's Day, is an event not to be overlooked in marketing. Many people are short of gift ideas for their mothers. A company that proactively offers its advice has a great chance of increasing sales. According to a study by Maximiles.com, more than 8 out of 10 mothers receive a gift every year on this occasion. This is an opportunity for every retailer to set up a targeted SMS campaign to boost online or in-store sales during this festive season.
Why set up a SMS campaign for Mother's Day?
For this year 2023, Mother's Day will take place on June 4th. This is surely the perfect year to add a high performance channel to your marketing!
Sending SMS marketing campaigns to your customers has many advantages for your brand!
First of all, there's the technical aspect: SMS can be deployed much more quickly than other channels such as email or display. A contact base and an impactful text of 160 characters (146 with SMS STOP), that's all you really need. SMS allows you to be ultra-reactive and agile. Your gift ideas will be in the mail in just a few clicks.
On the other hand, SMS allows you to reach all your contacts instantly and personally. This personalized communication is also an opportunity to simplify your customers' lives with your tips and ideas for spoiling their moms, and is an excellent way of building loyalty.
A perfect model for flash events
Mother's Day is also an opportunity for retailers to offer last-minute deals to customers looking for gifts. And for this kind of occasion requiring fast, effective communication, SMS is perfect and has many advantages over other marketing channels such as emailing for promoting your products, thanks in particular to :
- Record opening rate (98%)
- Memorization rate (35%)
- Conversion rate (29%)
Simple, fast & effective, SMS is undoubtedly the tool that will enable you to achieve all your objectives this Mother's Day!
6 tips for a successful Mother's Day campaign SMS
SMS is 160 characters to make an impact. Like Black Friday, Father's Day or Valentine's DayMother's Day responds to a logic of urgency, which you need to integrate into your SMS campaign by making your offers exclusive, or by playing on FOMO (Fear of missing out).
Is this your first campaign? Don't worry, we're here to help you!
Discover the 6 tips that will give you the best chance of success for your SMS campaigns, especially for Mother's Day.
1. Find the right timing
For your SMS campaign to be effective, set it up at the right time! More than half of all French people start their search several weeks in advance. So it's vital that you reach your customers as soon as they start looking for gifts! At the same time, according to a Statista study, over 40% of products sold on Mother's Day are last-minute purchases (flowers, chocolates, pastries...). Your message, delivered at the right time to consumers waiting for the perfect moment to buy their gift, can have a record conversion rate!
The ideal timing depends on your sector, but as a general rule, starting your campaign 15 days in advance, then sending out a second mailing a few days before the party, is ideal for achieving your objectives.
2. Give latecomers last-minute ideas
Our cupboards are full of pasta, but that's no reason to make a noodle necklace at the last minute! Come to the rescue of your most indecisive customers by reminding them that you're waiting for them with open arms! Use your last-minute SMS campaign to highlight the perfect Mother's Day products.
3. Build customer loyalty
Mother's Day is a golden opportunity to let your customers know that you're there for them! Take advantage of this event to recontact your loyal customers and re-launch your "cold" contacts. You can also insert a link in your SMS and redirect your customers to a blog article compiling tips or gift ideas for the festive season. It's an excellent way of building loyalty and selling indirectly by being useful.
4. Personalize your messages
When writing your SMS, you'll need to stand out from the crowd. Present original, attractive content. Don't hesitate to personalize your SMS by using the variables to insert your customer's first and last name, thus establishing a more direct and personal communication! Thanks to the information you have, you can also address your customers by segment, targeting them by gender or purchasing habits.
5. Propose an attractive promotional offer
Inserting a promotion will make your SMS message even more attractive. Propose a truly advantageous commercial offer to take full advantage of the performance of a SMS campaign: free delivery, progressive discount, promo code or even discount day. An unmissable, limited-time offer triggers the famous fear of missing out, and encourages people to take action.
Optimize your messages for the holidays. Discover essential practices and tips for integrating mobile SMS marketing campaigns into your communications.
6. Adopt a multimedia approach
You don't just have 100% text SMS at your disposal. With a cell phone number, you can also opt for a text message. MMS campaignan RCS message, or an enriched SMS , otherwise known as a Rich SMS. This is the practice of using SMS performance to drive a successful drive-to-web strategy. Your SMS can contain a link to a blog article with your tips, or a landing page where you can present the different products you've selected. smsmode© offers its subscription customers a intuitive landing page editor for a successful Rich SMS operation.
Try out our SMS platform and benefit from 20 free test credits, with no obligation.