For authors looking to connect with their audience, marketing often revolves around email campaigns and social media engagement. However, between overflowing inboxes and constantly shifting algorithms, it’s easy for messages to get lost in the noise. Employing SMS marketing—sending promotional or engagement-driven text messages directly to your readers—offers a more direct and personal way for authors to communicate with their readers. By leveraging SMS, authors can build stronger relationships, promote book releases, and share exclusive content or special editions without the barriers present in other marketing channels.
In this guide, we’ll explore the fundamentals of SMS marketing, how it compares with other promotional tools, and how authors can get started with it to enhance their marketing strategy.
What Is SMS Marketing?
SMS marketing involves sending text messages to an audience that has opted into receiving them. These messages can range from promotional content, such as book release announcements and discounts, to engagement-focused communication, such as event reminders, personalized messages, and exclusive sneak peeks. Unlike email marketing, which often gets buried under hundreds of other emails, SMS message open rates often surpass 90 percent, according to Sender.net, making them one of the most effective ways to ensure readers see important updates.
How Does SMS Marketing Differ from Other Channels?
SMS marketing stands apart from email and social media in several key ways:
- Higher Engagement Rates: Data collected on SMS marketing shows text messages have open rates around 98 percent, compared with email’s average of 20 percent to 30 percent. Readers are far more likely to engage with SMS over emails.
- Direct and Personal: Unlike social media, where algorithms determine visibility, SMS messages go directly to the recipient’s phone, feeling more personal and immediate.
- Minimal Competition: SMS inboxes typically have far fewer promotions and ads than email or social media feeds.
- Quick and Actionable: SMS is ideal for instant action, like clicking links, responding to messages, or using discount codes, perfect for time-sensitive announcements.
How Can Authors Use SMS Marketing?
SMS marketing can be tailored to various author goals, such as:
Book Launch Announcements
Authors can use SMS for new releases, preorder opportunities, and special editions. Example: “Exciting news! My latest book ‘Title’ is officially available! Grab your copy here: [link]”
Exclusive Content and Sneak Peeks
Provide early chapter reveals or behind-the-scenes updates: “Get an exclusive first look at my new book! Read chapter one here: [link]”
Event and Virtual Signing Reminders
Increase attendance at events with timely reminders: “Join my live book signing this Saturday at 3 p.m. EST! RSVP now: [link]”
Pro Tip: Avoid overwhelming readers. Send only one to two SMS reminders per announcement or event—a couple days before, and again the night before or morning of your event.
Personalized Engagement
Build relationships through personalized communications such as birthday greetings or thank-you messages: “Hey [Name], thanks for your incredible support! Here’s a special surprise for you: [link]”
Contests and Giveaways
Encourage opt-ins and engagement through interactive SMS-driven contests: “Win a signed book! Text ‘WIN’ back to enter. Winner announced Friday!”
Some SMS platforms enable two-way conversations, allowing real-time reader interactions, responses to questions related to your books, events, orders, or inquiries.
Getting Started with SMS Marketing
SMS marketing might not suit every author but can significantly benefit those frequently releasing new works or having an engaged reader community. Here’s how to begin:
- Choose an SMS Marketing Platform: Explore platforms like SimpleTexting, Klaviyo, Postscript, and SlickText. Check for automation, subscriber segmentation, and pricing compatibility. Also, check with your current email provider for SMS features.
- Build Your Subscriber List—Legally: Ensure readers opt-in via website forms, social media, or live events. Follow laws like TCPA and GDPR, ensuring explicit consent.
- Segment Your Audience: Group readers by genre preference, engagement level, or purchase history to ensure targeted messaging.
- Craft Engaging Messages, and Integrate SMS with Other Channels: Complement email campaigns and social media outreach with timely SMS alerts and clear CTAs, directing readers to newsletters, social posts, or purchase pages.
- Monitor Performance and Adjust Strategy: Utilize platform analytics on open rates, clicks, and responses to continually optimize your SMS marketing strategy.
Final Thoughts
SMS marketing offers authors a direct route past crowded inboxes and unpredictable social media. Thoughtfully implemented SMS strategies can strengthen reader connections and drive book sales. Begin with smaller, test-oriented SMS campaigns to gauge audience reaction and effectiveness.
With careful planning and respect for your readers’ preferences, SMS marketing can powerfully complement your broader promotional toolkit.
About Dana Claire
Dana Claire is a seasoned marketing and sales professional, public speaker, and acclaimed author. She founded The INKfluence, a premier design and global printing agency for authors. Passionate about educating her peers, Dana helps writers build successful literary careers through innovative strategies such as special edition designs, Kickstarter campaign management, and merchandise production. The INKfluence empowers authors to stay competitive and impactful in today’s evolving publishing landscape.
