Expanding your SMS marketing beyond local or national boundaries can open up new opportunities for your business. However, it comes with unique challenges like cultural nuances, legal regulations, and time zone considerations.
Here’s how businesses already experiences in SMS marketing can successfully take their campaigns global.
Know the Local Laws and Regulations
Every country has its own rules governing SMS marketing. For example:
- EU & GDPR: Requires explicit consent and data protection
- US (TCPA): Required opt-ins and gives customers the right to opt-out anytime
- Australia: Mandates clear identification and a straightforward opt-out process
Before expanding your audience, thoroughly research the SMS marketing laws in each target region to ensure compliance and avoid hefty fines.
Adapt Messaging to Cultural Sensitivity
What works in one country may not resonate in another. Consider:
- Tone and language
- Slang and idioms
- Cultural references
Localisation goes beyond translation – it’s about understanding the audiences mindset.
Optimise for Time Zones
Sending messaging at the wrong time can lead to low engagement – or worse, annoyance. Use SMS automation to schedule messages based on the recipient’s local time zone.
Consider testing different send times in each region to find the sweet spot for engagement.
Personalisation at Scale
As you grow, maintain a person touch with segmentation. Break down your audience by location, interests, and behaviour to create tailored campaigns.
For example, fashion brands could send different seasonal promotions to audiences in the Northern and Southern Hemispheres.
Currency & Pricing Strategies
If your SMS campaigns involve pricing, ensure that prices are displayed in the local currency. Also be upfront about any taxes or fees that could vary by country.
Use Local Sender IDs
Most countries allow businesses to send SMS messages using a branded sender ID instead of a random number. Using a local sender ID helps to establish trust and credibility with new international audiences.
Multilingual Support
Consider offering SMS support in multiple languages to better engage your global customers. If possible, provide a customer service number or an SMS opt-out message in the local language for convenience.
Test & Iterate
Continuously A/B test your campaigns to see which messages perform best in each market. Track open rates, click-through rates, and conversion data to fine-tune your strategy.
What’s Next?
At Text Management, we provide both Managed SMS and Self-Service SMS services as a powerful solution for businesses in any industry, enabling them to send quality SMS messages.
Interested in SMS marketing? Contact us and our team will be happy to help.
