How to not "bother" your customers with text messages (8+ ideas for useful texts)

[Callee1945]

Before opening my retail cheese shop, I was in digital marketing for 10 years. The number one concern for almost all of my clients was not wanting to "bother" their customers.

But the thing is, customers want to hear about you! And they'll just ignore messages that aren't relevant. If you start getting a high number of unsubscribes or people mentioning to you that you're communicating too much, then you can re--evaluate your messaging and if it's relevant for your customers/fans.

One key is to keep it casual and friendly, like you're sharing something cool with them and not "marketing." If you're just constantly spamming coupons or sales messages, people won't have any reason to open/read them.

Here's a few ideas for weekly text messaging/email:

--New/featured products: I do this every week and it's so effective, people regularly walk into the store holding their phone saying "I want the cheese from the text." With Square's ability to add photos, you have a big opportunity to make them excited about coming in for something specific
--Upcoming events: We have a cocktail bar and regularly do "themed" nights or feature a certain spirit. We don't have to change what our bartenders are doing, just highlight certain cocktails.
--Coupons/specials: We occasionally offer discounts/coupons. You want to make sure you don't do this too often, and when you do, make it a "flash sale" good for 1-2 days max. If you send too many coupons, you'll "train" your audience to wait for a sale/coupon to shop with you. We always have a "reason" for a coupon (lapsed customers, regular customers, birthdays, etc.)... it makes it feel more special/rare
--Fun stories: Our customers love behind-the-scenes stories and photos about our staff. For example, when I visit a producer or cater an event, I'll send a picture via email to share the story of the product/event. This also promotes the product or our catering services.
--Reviews/Client Stories: We love to share "case studies" or your Google reviews. Client stories are great marketing tools and fun for your customers to read!
--Personal Holiday messages: Something simple like, "This Thanksgiving, all of us here at the shop are thankful for you." and a picture of your and/or your staff. You can even pair with a regular/lapse customer coupon. 
--Basic info reminders: we regularly send out our hours and ordering processes. Most people that are on your list won't know/remember your policies. We create pretty graphics and say something like, "Did you know we're open late on Thursdays and Fridays? So if you're trying to pop in after work, we're here until 8pm! You can also order online 24/7 at [WEBSITE]
--Social media links/media mentions: If we're mentioned in the local newspaper or publish a fun social media video/post, we'll send out a link. This is called "social proof" and shows your customers that you are being recognized. Also can grow your social media. Instead of just "follow us on Instagram," we'll send something like, "Our teammate Jamie had a little bit too much fun testing out our newest cheese. Check out the video he made here: [LINK]. While you're there, be sure to give us a follow for more behind-the-scenes craziness around here."

What do you use for your text message and/or email content? Any campaign that was particularly effective in driving sales? I'm always interested in what other businesses come up with!

[TCSlaguna]

Thank you @Callee1945  for the great information. 

We have only used Square Email Marketing. However, I received a Square Text Marketing from a restaurant down the street. It said "Here's a special coupon for your next purchase." Guess what... I went there two day later and used the coupon. 

So now that I know it works on me, I will definitely be using it for our store! 

[DinaLRosenberg]

This is such great advice. We try to be mindful and not overwhelm them but make sure we are giving them value in the communication. We also keep our messages timed- we send a text every Friday and I do believe our customers look forward to them now.

[doc_choc]

@Callee1945 Square Text marketing has yet to arrive in the UK, but when it does we'll be right on it and using it. We are currently collecting mobile numbers in anticipation of its arrival. We use email marketing as the main connection with our customers, and we are always conscious of getting the balance right, not too often, trying not to be too sales orientated, alternative content etc. we are lucky in that what we do generates great visual content.

I'm interested in your thoughts of text marketing vs email marketing, do you find them equally as good and are there times when you would favour text over email. I'm guessing text is a little bit snappier and too the point where as email can be more visual with more content?

[Twpchair]

I love this question! It's one of the first things I go over with new employees! First, we are a fun store with 1,000s of items to look at from New furniture to custom-built furniture and decor. Usually, our customers 95% of women come in with a group or a couple of friends. We welcome them, and tell them if you have any questions or need any help please just let one of us know, and we will gladly help you. If not, enjoy there are 12k plus square feet of new and gently used treasures to look at. They do not 90% want you to follow, shopping for them. We do get the ones that walk in and will say, I am looking for a new table with 6 chairs and a bench? Sure, follow me. I also, love our weekly conversation with our regular customers. They are the ones who when having a bad day remind you why you started here. I can't stand walking in the door and being nailed by 4 people! I don't need a mystery shopper over my shoulder to go grab a package of dresser knobs! Worst pet peeve. We have the best of 70s and 80s playing during the week and you hear the ladies singing along. Saturday and Sunday are our younger crowd and couples buying pieces. They get the best of the 80s and 90s. That initial greeting is huge for me!

[Subport]

In my opinion, SMS is the most underestimated marketing of customers you already have. They all have phones and SMS isn't like an email where you leave unread. Most people clear their messages daily which means they're going to see your offer.