5 proven steps to grow your SMS subscriber list

SMS has proven to be an incredibly effective conversion driver. Yet, we found out in our Hitting the Mark research surprisingly, 73% of brands are missing out on this opportunity by not collecting SMS numbers. If you’re looking to stay ahead of the curve and boost your marketing effectiveness, here are five proven strategies to expand your SMS audience and increase engagement:

1. Implement SMS popovers on your website

One of the most effective ways to capture phone numbers is through strategically placed SMS popovers on your website. Onsite popovers are designed to collect information like phone numbers from your website traffic for text message marketing campaigns. When creating SMS popovers, consider the following best practices:

Use eye-catching designs that align with your brand

Your popovers should be visually appealing and consistent with your brand identity. Use colors, fonts, and imagery that match your website’s aesthetic. 

Offer a clear value proposition for subscribing

Clearly communicate the benefits of joining your SMS list. This could be exclusive discounts, early access to sales, or special content. For instance, you could offer a bigger discount for SMS subscribers compared to email subscribers, such as 20% off for SMS vs. 15% for email.

Implement multi-step forms to improve conversion rates

Consider using a two-step opt-in process. The first step could ask for the visitor’s email address, and the second step could request their phone number. This approach can increase overall conversions by making the initial commitment seem smaller.

Ensure compliance with SMS marketing regulations

Always include necessary legal disclaimers and make it clear how often subscribers can expect to receive messages. Be transparent about data usage and provide an easy way to opt-out. For U.S.-based customers, familiarize yourself with SMS compliance laws.

Optimize for mobile users

Given that a significant portion of your traffic likely comes from smartphones, ensure your popovers are mobile-friendly. Consider using responsive design or creating separate popovers optimized for mobile devices. You can even use tap-to-text functionality for an even smoother mobile experience.

Timing and placement are crucial

Experiment with different trigger points for your popovers. Some effective options include:

• On exit intent: Display the popovers when the user is about to leave the site
• After scrolling: Show the popovers after the user has engaged with a certain percentage of the page
• Time-based: Wait for a specific amount of time before displaying the popovers.

2. Leverage your existing email list

Think of email and SMS as a dynamic duo. Emails allow for a more nuanced, detailed message—perfect for storytelling and in-depth communication—while SMS serves as a powerful tool for delivering quick, time-sensitive updates directly to your audience’s mobile devices. 

Given that your email subscribers have already shown interest in your brand, they are well-positioned to become part of your SMS marketing efforts. Here are some effective strategies for converting email subscribers into SMS subscribers:

Send dedicated email campaigns

Craft targeted email campaigns that specifically promote your SMS program. Provide clear information on the advantages of subscribing, such as exclusive discounts, early access to sales, and timely updates about new products or offers. A focused approach helps draw attention to your SMS initiative and encourages sign-ups.

Highlight the benefits of SMS marketing

In your emails, clearly outline the benefits of joining your SMS list. Emphasize how SMS messages can provide immediate advantages, such as faster notifications about sales or events, exclusive promotions available only to SMS subscribers, and personalized alerts that keep them engaged with your brand. This clarity will help potential subscribers see the value in opting in.

Include SMS opt-in options in regular newsletters

Make it easy for your email subscribers to join your SMS list by including an opt-in option in your regular email newsletters. A simple call-to-action (CTA) with a short code and keyword for SMS opt-in can streamline the process and encourage higher conversion rates. 

Create a dedicated landing page

Design a landing page specifically for your email subscribers, detailing the benefits of joining your SMS list and making the opt-in process seamless. This page can include testimonials from existing SMS subscribers, FAQs, and an easy form to capture their phone number. A well-optimized landing page can significantly increase the likelihood of conversions.

Obtain explicit consent

It’s crucial to always obtain explicit consent from your subscribers before adding them to your SMS list, even if they are already on your email list. Clearly communicate how you plan to use their phone numbers and provide the option to opt-out at any time. Building trust by respecting their preferences is key to a successful SMS marketing strategy.

3. Run cross-channel promotions

To effectively grow your SMS subscriber list, it’s essential to leverage the various marketing channels you already have. By using a cross-channel approach, you can significantly increase your reach and encourage more sign-ups.

Promote your SMS program on social media platforms

Utilize platforms like Facebook, Instagram, and Twitter to announce your SMS program. Create eye-catching posts that highlight the benefits of joining like early access to sales or insider information. Engaging stories and posts can direct your followers to a simple sign-up link.

Partner with influencers to promote your SMS list 

Collaborate with influencers who align with your brand values to promote your SMS list. Influencers can connect with their followers, serving as a trusted bridge to your audience. 

Develop engaging campaigns where influencers share their experiences with your products and highlight the benefits of joining your SMS program. Customers appreciate authenticity, so partnering with influencers can spark curiosity and encourage sign-ups.

4. Offer a choice

Providing your audience with the option to subscribe via either a phone number or email can significantly increase your conversion rates. Many users may have a preference for one communication channel over the other, and giving them a choice enhances their experience and willingness to engage.

• Dual opt-in forms: Create sign-up forms that allow users to choose between SMS and email subscriptions. Make sure to clearly explain the benefits of each option.
• Highlight flexibility: Emphasize that subscribers can choose their preferred method of receiving updates, promotions, and exclusive offers. This personalization can lead to higher engagement rates.
• Follow-up options: After capturing their information, consider sending a welcome message via their chosen channel, reinforcing the value they will receive.

By allowing potential subscribers to opt for either SMS or email, you not only broaden your reach but also cater to individual preferences, ultimately leading to a more engaged audience. This flexibility can help you build a more diverse subscriber base while ensuring compliance with marketing regulations. 

5. Collect SMS consent during check-out

One of the most effective ways to grow your SMS subscriber list is by capturing phone numbers during the checkout process. By offering a seamless and convenient opt-in option, you can significantly increase your subscriber base. To maximize your results, consider the following strategies:

• Clear and prominent: Ensure that the SMS consent option is easy to find and understand. It should be integrated into the checkout flow so that customers can easily opt in while completing their purchase.
• Communicate benefits: Highlight the perks of subscribing, such as exclusive updates, shipping notifications, and special incentives. Clearly articulating these benefits helps customers see the value in providing their phone numbers.
• Transparent messaging: Clearly state how often subscribers can expect to receive messages and provide an easy opt-out method. Transparency builds trust and ensures compliance with SMS marketing regulations.

By integrating SMS consent into the checkout experience, you engage customers when they are already invested in your brand, making it a powerful opportunity to expand your SMS subscriber list.

Choose Dotdigital as your SMS platform

Selecting the right software for SMS marketing is essential to maximize the effectiveness of your campaigns. Dotdigital offers a comprehensive suite of features designed for seamless SMS marketing automation. Here are the key reasons to consider Dotdigital for your SMS marketing needs:

Seamless integration with existing marketing tools

Dotdigital effortlessly integrates with your current marketing stack, including your ecommerce store and CRM system. This integration enables you to create cohesive multi-channel campaigns that boost customer engagement and drive conversions. By unifying your marketing efforts, you can leverage customer data across channels for more targeted messaging.

Advanced analytics and reporting

Understanding your campaign performance is crucial for ongoing improvement. Dotdigital provides detailed analytics and reporting tools that allow you to track key metrics, such as delivery rates, open rates, and click-through rates. With these insights, you can make data-driven decisions to optimize your SMS marketing strategies and improve overall effectiveness.

Two-way conversations and MMS capabilities

Engagement is vital in SMS marketing, and Dotdigital facilitates two-way conversations with your customers. This feature allows recipients to respond to your messages, creating a more interactive relationship. Additionally, Dotdigital supports multimedia messaging service (MMS), enabling you to send rich media content—including images, videos, and audio files—which can significantly enhance your messaging impact.

Cross-channel marketing capabilities

With Dotdigital, you can seamlessly combine SMS with other channels like email, ad retargeting, live chat, and web push notifications. This cross-channel approach allows for more comprehensive marketing strategies that reach customers where they are most active. By coordinating messages across platforms, you reinforce your brand’s message and enhance the likelihood of conversion.

Automated campaigns triggered by customer behavior

Dotdigital’s automation capabilities enable you to set up SMS campaigns triggered by specific customer actions, such as cart abandonment or post-purchase follow-ups. This ensures timely communication that drives results. Automated messages can help nurture leads and maintain engagement without constant manual effort.

Robust support and deliverability expertise

Ensuring your messages reach the intended audience is vital for success in SMS marketing. Dotdigital has a dedicated team of deliverability experts who optimize sending routes to ensure high deliverability rates. 

Grow your SMS subscriber list today

By implementing these five proven strategies and using Dotdigital as your SMS platform you can effectively grow your SMS subscriber list and unlock the full potential of text message marketing. Always prioritize providing value to your subscribers and maintain compliance with SMS marketing regulations to build a successful and engaged SMS audience.