Difference Between Transactional and Promotional Messages
The two most common types of messaging when it comes to marketing are transactional messages and promotional messages. There is a thick chance that you have received both kinds of messages. In this guide, we will talk about the difference between transactional messages and promotional messages. Let us take a deeper look into promotional messages and how they work. Moreover, we will discuss the main differences.
Transactional messages
Before we jump into promotional messages, let us talk about what are transactional messages. Transactional messages have relevant and critical information that your customer needs to use your product or service. Moreover, these messages are usually against an action taken by the customer.
As for promotional messages, you need consent too. This consent can be slightly different from regular text messages. You can simply request the number to receive confirmation messages. However, this consent does not mean they are allowing you to send promotional messages too.
Transactional messages are sent when for example you make an online booking when you shop online. Similarly, other instances send out confirmations, authentications, and similar information.
Promotional messages
These messages are text messages that are sent to market and promote your product, services, or business overall. With an open rate as high as 95%, text marketing is one of the best ways to reach out to your audience. Hence, marketing messages work wonders.
However, there is a catch. You can only send messages to the people that have given prior express consent. The TCPA is very strict about these laws. Hence, before you send you marketing messages, you need to build your list. Later in this guide, we will tell you how you can build your list easily. In case you want to under prior express consent better, click on the image below.
How to create promotional messages?
Since text messages are like ads that you can send out, they need your time and attention, there are several ways to make your marketing messages more compelling. With the right kind of promotional message, you can increase sales. Moreover, you can also stop your customer from opting out of your messaging group.
Personalize your promotional messages
While sending out marketing messages, usually you simply mention your offer and move on. Or, if you are using these types of messages for awareness, then they are pretty straightforward. However, if you use a service like ExpertTexting, you can send personalized messages. simply set up to five custom fields and insert them in your message. When the message sends out, the custom fields will be shown according to tot eh number. Watch the video below to know how you can send personalized text messages with ExpertTexting.
Personalized messages give the customers an idea of their importance to your business. It gives a human touch and shouts out the difference between an advertisement and text messages.
Segment your audience into groups
This step is especially important if your business deals with several different aspects that may require updates. You can have multiple keywords and groups with ExpertTexting. Use this feature to segment your audience to receive different messages. For example, if you run a restaurant. You can have a separate group for people that want lunch menu updates, and for another one for people that want dinner menu updates. You can also have one general group.
Making a more segmented and organized group system allows you to send very specific messages to a certain group. This helps you save money and only send marketing messages to the highest intent lead.
Use the right time
Another very important aspect to send promotional messages is to ensure that you have the right time. Transactional messages do not have these limitations since they are sent against an action. However, sending text messages at the wrong time can cost you your subscriber. Moreover, it can affect your ROI and waste your money.
Generally, the right time is during business hours that is 9 am to 5 pm. However, it may vary according to the industry and also the type of messages. Click on the image below to find the perfect time to send promotional messages.
How can you stop overdoing promotional messages?
One of the most common mistakes businesses make is to send more than necessary promotional messages. Now, we understand your excitement. However, you need to be subtle and ensure that you use these messages tactfully. Overdoing promotional messages can be intentional or unintentional. Follow these steps to ensure that you do it just right!
- Frequency
By law, you are required to be transparent about the frequency of messages you wish to send. When a customer subscribes to your list, you have to tell them the maximum number of messages they should expect. This is the first rule of text marketing. If the recipient agrees, then you are good to go. Otherwise, they may cancel their subscription.
The second aspect is getting the frequency right. Hypothetically your receiver may be okay with getting seven messages a week. However, this may hurt your business. Receiving text messages all the time can cause nuisance and annoyance. Moreover, your customer may start taking your messages for granted and may deliberately miss out on offers.
On the other hand, sending messages rarely can easily make your business forgotten. In fact, in some cases, customers tend to opt-out when they receive very rare messages. It shows the lack of prioritizing and credibility in a business. - Use only opt-ins
If you have a number from a customer for any other purpose, you cannot start sending promotional messages on that number. Even if the customer has given it to you! Promotional messages can strictly be sent only when a customer gives prior express consent to receive marketing messages by your brand or your business.
Moreover, ensure that your customers know what’s coming when they choose to opt-in. The TCPA strictly requires businesses to be transparent. Unlike other channels, you cannot hide behind vague terms and conditions. - Manage KPIs
Another way to prevent overdoing promotional messages is by managing your KPIs. Ensure that you measure your KPI after every campaign. This allows you to know what kind of content works for your receivers and what goes down the drain.
Moreover, with ExpertTexting you can find out the unsubscribe rate of each campaign. You can check these opt-outs to know where you stand. Moreover, what changes you have to make. To know more about managing KPIs, click on the image below.
Send promotional messages with ExpertTexting
ExpertTexting is a mass texting service that allows you to send all kinds of messages. Moreover, you can personalize these texts, and send them at a pay-as-you-go pricing. ExpertTexting also allows you to send MMS.
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