So you’ve decided to use SMS or text-message marketing to reach your customers? Fantastic! This strategy is a wonderful way to engage with your current client base while also helping to grow your business by reaching new clients. 

But the next step is actually kicking off the campaign and creating your messages. 

Unsure where to begin? Don’t fret - we’ve put together a foolproof guide for putting together an SMS marketing campaign. 

1. Define your goals and audience

Before launching any marketing campaign, it's crucial to decide on some clear goals. Determine what you want to achieve with your SMS marketing efforts.

Are you looking to increase membership sign-ups, promote a special class, or simply keep members engaged? Establishing your goals will help you tailor your messages and measure the campaign's success.

Next, identify your target audience. Know your members' preferences, interests, and demographics to create personalized messages that resonate with them. Segment your audience based on factors like age, fitness goals, attendance history, and more to send relevant content. 

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2. Build a subscriber list

Your SMS marketing campaign's success hinges on having a quality subscriber list. Ensure that you collect phone numbers through opt-in methods and obtain explicit consent from individuals before sending them SMS messages. You can gather subscribers through:

How to build a subscriber list:

- Sign-up forms on your website or mobile app.

- In-person sign-ups at your gym's front desk.

- Promotions and giveaways, incentivizing sign-ups.

- Membership renewals and onboarding processes.

Remember to comply with SMS marketing regulations and provide an easy opt-out option for subscribers who wish to unsubscribe from your messages.

Ideas for SMS marketing content:

- Event and class announcements.

- Special offers and promotions.

- Fitness tips and motivational quotes.

- Member testimonials and success stories.

- Reminders for upcoming classes or appointments.

How to craft compelling messages

SMS marketing means embracing attention-grabbing content so keep your messages short, to the point, and action-oriented.

Use strong calls to action to prompt subscribers to take simple and specific actions, such as booking a class, redeeming a discount, or visiting your facility.

Here are some tips for creating SMS marketing messages: 

1. Keep it short and sweet

SMS messages have a limited character count, typically 160 characters. Embrace brevity. Get straight to the point by conveying your message concisely. Ensure that the core information or call to action (CTA) is prominently featured. Avoid unnecessary fluff or jargon that might clutter your message.

2. Make it personal

Address recipients by their first name whenever possible. Personalisation adds a human touch and makes recipients feel valued.

Additionally, consider segmenting your audience based on their preferences, behaviours, or demographics to send highly relevant content.

3. Craft a compelling call to action

Your SMS message should have a clear and compelling call to action. Whether it's clicking a link, making a purchase, or booking an appointment, make sure the CTA is actionable and easy to understand. Use action verbs and create a sense of urgency, if appropriate.

4. Consider the ideal timing for messages

Be mindful of when you send your SMS messages. Avoid sending messages during late hours or at inconvenient times.

Consider the recipient's time zone and daily schedule to maximize the chances of your message being seen and acted upon.

5. Provide value

Deliver content that provides real value to the recipient. This could be exclusive discounts, informative tips, event invitations, or early access to new products.

When recipients see value in your messages, they're more likely to engage.

6. Avoid abbreviations, text-speak and industry jargon

While keeping messages short is essential, avoid excessive abbreviations, confusing text speak and industry jargon can make your message seem unprofessional. Use proper grammar and punctuation to ensure clarity and readability.

Clients will be also looking at all your communications to make sure they're legitimate and may be put off if the link doesn't look normal.

5. Test and learn

To gauge the effectiveness of your SMS marketing campaign, monitor key metrics such as open rates, click-through rates, conversion rates, and opt-out rates. Analyze this data to refine your future campaigns and identify what works best for your audience.

Consider using SMS marketing software to track and automate your campaigns. These tools provide valuable insights and help you manage your subscriber list efficiently.

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