Despite being very common for personal use, SMS outreach for connecting consumers with business remains under-utilized, often misunderstood and an infrequently-turned to tool for customer engagement. Although an incredibly cost effective option, most businesses fail to see the true potential for consumer outreach. 

Beardbrand is not such a company, says Castillo, and your brand shouldn't be either.

Measuring Up

The biggest problem most companies have with using SMS is not knowing how to measure the response. Text messages led to very different behaviour from customers than emails do, and if you gauge their effectiveness by the metrics of another medium, like email, you'll be completely lost.

Look at connection per week and per month rates, NOT conversion to sale rates. 

This may seem counter-intuitive, since your ultimate goal is to improve profits, but the real power of SMS is to engage customers on a more intimate, personal level, humanizing your brand. 

Consider everything you send your customers through SMS as purely Value Added:

• Give them a sneak peak of new products or brand news
• Grant early access to trial products
• Provide tutorials, guidance and advice about using your products

The more you generate those Connections, letting customers interact with your company for reasons aside from buying your product, the more you will enjoy both high-consumer trust & loyalty to your product and brand.

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