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Is SMS to Landlines effective as a Marketing tool?

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This is a question worth pondering for a moment for your business. As with all marketing/communication options there is never a one size fits all answer. But, in many circumstances, sending text messages to landline numbers is a brilliant alternative to texting a mobile number. It’s also a great addition to your volumes when people’s mobile numbers are no longer valid.

What’s different about texting to landlines?

The major difference is that the text is read out to the recipient. This changes the ‘tone’ of the message completely and can feel a lot more human. The current BT ‘text spokeswoman’ has a mature, calm and professional voice which can really enhance the impact of your message. Give it a try.

Timing of your text message is more critical

The landline is, of course, not with your customers all the time ….

Think about when your target audience is likely to be home and critically, when they will receptive to your message. 7.30 am when they’re getting the kids ready for school, 6pm when they’re in the middle of cooking dinner or 11pm when they’re off to bed are not likely to be winners! And although the message will queue and keep trying to deliver, don’t send them in the day if your audience is likely to be at work so the first thing they get after a busy day at work is your message.

A great way to give a new boost to response rates

It’s a fact of modern life that people change their mobile numbers on a regular basis. If you’ve been SMS Marketing for a while you’ll notice that your delivery rate to mobiles will diminish over time. But, many companies also hold the landline number for customers which hardly ever change.

So, for customers where the mobile number is no longer valid, try a separate SMS marketing campaign to their landline numbers to give a new boost to your response rates. (Tip: you could also send a landline campaign asking people to text to join your special offers list if they are still interested, using our SMS Response system).

It’s costs the same

Texting to landlines is the same cost as texting to mobiles. There are 2 critical things to do technically when you set up a landline campaign but apart from these, it’s exactly the same.

Experiment with the message

Because the message is read out, experiment with the wording and send yourself some examples. Althought BT’s ‘spokeswoman’ is great, there’s a few words she has problems with but equally there are many words and sentences that sound fabulous.

All Text Marketer accounts can be used to send to landlines at no extra cost, you will receive delivery reports as well.

So, is it effective?

In many circumstances, yes. In truth, as with all these things, it is important to test. Follow the few simple rules about testing how your message sounds when read out by BT and thinking about the timing of delivery and you could find, if it’s right for your target market, that it’s better than texting to mobiles!



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