The Ultimate Guide to Using SMS for Marketing

Are you trying to find a solution to improve your marketing strategy? You only need to use SMS! SMS marketing has a 98% open rate, making it a solid way to connect with your audience and increase conversions. But where do you even begin? We've got you covered, so don't worry. We'll go over everything you need to know about using SMS for marketing in this comprehensive guide, from creating the ideal message to managing laws. Pick up your phone instead of the email newsletter. It's time to use SMS to advance your marketing efforts.

Introduction

SMS marketing is a powerful tool for contacting consumers and increasing conversion rates. SMS messages have a 98% open rate, making it almost certain that the recipient will view them. It is simple to understand why SMS is important to take into account for businesses of all sizes when compared to email, which only has an average open rate of 20%.

SMS isn't just about having a lot of opens, though. Additionally, it is a very direct and intimate method of communicating. Everywhere they go, people carry their phones with them, making it much more probable that they will notice and respond to an SMS message than an email. Because of this, SMS is a fantastic option for urgent announcements, reminders for appointments, and other messages that call for a prompt reaction.

SMS also has the major benefit of enabling two-way conversation. SMS recipients can respond directly to a message, unlike with email or social media, giving businesses the opportunity to engage with their customers and forge stronger bonds.

Last but not least, SMS is a cheap approach to communicate with a huge audience. Although sending SMS messages is more expensive than emailing, the cost per message is still quite low, allowing firms to reach thousands of clients in a single campaign.

Overall, SMS marketing is a potent and useful tool that every company wishing to connect with and engage with its clients should take into consideration. SMS has the potential to increase conversions and create enduring consumer relationships because to its high open rates, immediate nature, and two-way communication.

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Preview of what will be covered in the guide

We'll delve deeply into the realm of SMS marketing in this comprehensive tutorial, providing you with all the information you need to get going. We'll discuss the fundamentals of SMS marketing, such as what it is and how it functions, and contrast it with other types of mobile marketing. Additionally, we'll go over the crucial performance indicators and offer you advice on how to create an effective message that encourages conversions.

We'll go into detail about creating and maintaining your contact list, offering methods for collecting phone numbers and pointers for segmenting your list to target particular client demographics. Along with an introduction of the legal prerequisites for SMS marketing, we'll also discuss the crucial subject of compliance and legal considerations, as well as best practises for gaining consent and handling opt-ins.

Additionally, we'll demonstrate how to assess and enhance the effectiveness of your SMS marketing efforts. We'll go over tracking important metrics and how to use data to make future campaigns even better. We'll also offer advice on doing A/B tests and experimenting with various approaches.

You'll have a thorough understanding of SMS marketing by the end of this book and be prepared to test it out for your own company. Additionally, we'll offer extra resources for help and more learning as a bonus. Therefore, this tutorial will provide you with everything you need to start using SMS to reach and engage your clients, whether you're an experienced marketer or new to the field.

New to SMS? Check out our Beginner's guide to using an API for SMS

Understanding SMS marketing basics

Sending promotional or educational text messages to customers is referred to as SMS marketing, often referred to as text message marketing. Special offers, discounts, reminders, and other sorts of information that are intended to engage customers and encourage conversions can be included in these messages.

Sending text messages to a list of clients who have opted in is how SMS marketing operates. These clients have provided their phone numbers so that the business can add them to its SMS marketing list and have granted their permission to receive text messages from the company.

SMS marketing can be used by businesses in a number of ways, including:

• sending offers and discounts with a deadline
• sending notifications for events or appointments
• sending questionnaires or polls to collect feedback
• Notifying recipients about sales, new goods, or services
• Information about loyalty programmes being sent

With the aid of specialist software or an SMS gateway provider, the messages are often transmitted simultaneously to a large number of recipients. Companies can use these tools to develop and deliver messages, monitor metrics like open rates and click-through rates, and segment their customer list to target particular client demographics.

In general, SMS marketing is a very efficient technique to connect with clients and increase conversions. With its high open rates and capacity for sending customised, time-sensitive messages, SMS marketing can assist companies in strengthening their bonds with their clients while also increasing revenue.

Comparison of SMS marketing to other forms of mobile marketing

One of the various mobile marketing strategies that companies may employ to connect with clients is SMS marketing. Even though SMS is an effective tool, it's crucial to know how it stacks up against other mobile marketing strategies so you can select the one that will work best for your company.

Push notifications for mobile apps are one well-liked substitute for SMS marketing. Instead of using SMS, push notifications are messages that are delivered to a user's mobile device using a mobile app. Alerts, updates, and promotions are some examples of the content in these messages. Push notifications, while very useful, do necessitate that customers have downloaded the company's mobile app and have chosen to receive notifications.

Push notifications for mobile web are another type of mobile marketing. These are comparable to push notifications for mobile apps, except they are delivered to consumers via a web browser as opposed to a mobile app. Due to the fact that consumers do not need to download the company's app in order to receive mobile web push notifications, they can reach a larger audience than mobile app push notifications. However, in order to use them, users must both have opted in to receive notifications and be using a web browser that supports them.

Mobile email marketing is an additional SMS marketing substitute. Similar to SMS marketing, mobile email marketing enables companies to email clients with promotional or educational messages. Mobile email marketing is not a guarantee that the receiver will see it, unlike SMS, as the open rate is typically lower.

The last way to contact mobile users is through mobile advertising, like mobile banners, interstitials, or video adverts. They can be extremely targeted, but in order to be seen, users must be using applications or visiting the web.

Overall, SMS marketing is a strong and adaptable technology that has the potential to be very successful at reaching consumers and generating conversions. While other mobile marketing strategies can be successful as well, SMS has the distinct advantage of having a high open rate and allowing for the sending of time-sensitive, tailored messages. Businesses should carefully assess the various mobile marketing strategies and select the one that best suits their objectives and target market.

Discussion of the key metrics to track for SMS marketing success

There are a number of crucial variables that you should be monitoring when it comes to gauging the effectiveness of your SMS marketing initiatives. You can learn more about your campaigns' effectiveness and enhance future campaigns by keeping an eye on these metrics.

1. The percentage of recipients who open your SMS message is measured by the open rate indicator. A high open rate is a sign that your audience will find your message interesting and relevant.
2. The click-through rate (CTR) of an SMS message gauges the proportion of recipients who click on a link or call-to-action. A high CTR shows that your call-to-action is compelling and that your messaging is driving conversions effectively.
3. Opt-out rate: This statistic represents the proportion of recipients who opt out of receiving SMS marketing messages. A high opt-out rate can be a sign that your target audience does not find your messaging valuable or relevant.
4. Conversion rate: This statistic calculates the proportion of users who complete a desired activity, like completing a purchase or registering for a service. A high conversion rate shows that your SMS marketing initiatives are successfully converting customers and bringing in money.
5. Bounce rate: The percentage of messages that were not successfully delivered to the recipient's phone is known as the "bounce rate." A high bounce rate could mean that you need to clean up your contact list or that there are problems with your SMS gateway.

You can develop a thorough picture of how your SMS marketing campaigns are doing by keeping an eye on these KPIs, and you can use that understanding to inform future campaign decisions. To get a more complete picture of the success of your SMS marketing activities, you may also measure additional metrics like response rate, ROI, retention, and client lifetime value.

Crafting a compelling message

The message you deliver can make or break your campaign when it comes to SMS marketing. The following advice will assist you in creating SMS marketing campaigns that will engage your target market and increase conversions:

1. Keep it short and sweet: Since SMS messages are restricted to 160 characters, it's critical that you write a message that is both direct and succinct. Focus on the most crucial details and avoid using big words or convoluted sentences.
2. Use a call-to-action that is explicit: Your SMS message must always have a call-to-action that is clear, such as a website link or a phone number to contact. Ensure that the call to action is visible and simple to find.
3. Personalize your message to make it feel more relevant to the reader and enhance the likelihood that they will act on it. Make the message feel more personal by including the recipient's name, location, or other details.
4. Create a sense of urgency: By motivating receivers to act immediately, urgency can increase conversions. To convey a sense of urgency, use phrases like "exclusive deal" or "limited time."
5. Test, Test, and Again: Think about testing a message with a select group of recipients before sending it to your full list. By doing this, you can make sure that the message is as effective as possible and identify any problems or potential improvement areas.
6. Keep timing in mind: Sending messages at the appropriate time might enhance the likelihood that they will be read and responded to. When sending your mails, take the recipient's time zone and schedule into account.

You'll be able to create SMS marketing messages that engage your target market and increase conversions by using the advice in this article. Always be aware of the laws and rules governing SMS marketing, and get permission before sending any messages.

Best practices for creating a sense of urgency and driving conversions

In SMS marketing, instilling a sense of urgency is a highly effective conversion booster. Recipients are more inclined to act if they feel pressure to do so quickly. Here are some top tips for your SMS marketing campaigns to increase conversions and convey a sense of urgency:

1. Use time-sensitive language: Expressions like "while supplies last," "today only," and "limited time" might serve to convey a sense of urgency and motivate users to act swiftly.
2. Set expiration dates: By including an expiration date with an offer, discount, or promotion, you can make people feel more compelled to take advantage of it.
3. Create an atmosphere of exclusivity by making your offer or promotion so limited that recipients will feel compelled to act quickly in order to take advantage of it.
4. Utilize scarcity strategies: By using strategies like "limited availability" or "selling out soon," you may evoke a sense of urgency in your audience and motivate them to act right now.
5. Use urgency in your subject line and message to improve the likelihood that people will read and respond to your communication.
6. Make your call to action urgent: To improve the likelihood that the recipient will take action, include urgency in your call to action.

While instilling a sense of urgency might be useful, it's crucial to remember that you should also be truthful and open with your clients. False or misleading assertions about the urgency of a situation might provoke unfavourable responses and hurt your brand's reputation.

You can instil a feeling of urgency in your SMS marketing campaigns and increase conversions by adhering to these best practises. Always be aware of the laws and rules governing SMS marketing, and get permission before sending any messages.

Discussion of the types of content that work best for SMS marketing

Not all content kinds are made equal when it comes to SMS marketing. Content may engage users and encourage conversions in several ways, some of which are more effective than others. The following content kinds perform best for SMS marketing:

• Promotions and discounts: Providing customers with special discounts or promotions can help increase conversion rates and motivate them to take action.
• Reminders for appointments: Sending reminders for appointments is a good approach to ensure customer participation and cut down on no-shows.
• Surveys and polls: Surveys and polls can be a useful tool for learning about client preferences and obtaining feedback from them.
• Sending time-sensitive notifications, such as flash deals, stock alerts for limited quantities, or event reminders, can be a good approach to increase conversions and consumer engagement.
• SMS marketing is a powerful tool for promoting loyalty programmes and encouraging customer interaction.
• Out-of-stock alerts: SMS can be used to inform customers when a good or service is back in stock, keeping them informed and interested.

Although these kinds of content might be helpful, it's crucial to keep in mind your SMS marketing campaign's context and target demographic. It's crucial to vary your material and avoid consistently sending the same kind of message.

These forms of content can help you engage your target audience and increase conversions in your SMS marketing efforts. Always be aware of the laws and rules governing SMS marketing, and get permission before sending any messages.

Building and managing your contact list

The first step in developing successful SMS marketing campaigns is to collect phone numbers and construct your SMS marketing list. To create your SMS marketing list and acquire phone numbers, try the following tactics:

• Use sign-up forms: Place a sign-up form where clients can choose to receive SMS messages from your company on your website, in-store, or at events.
• Offer incentives: Customers may join up for your SMS marketing list if you offer incentives like discounts, exclusive offers, or unique content.
• Utilize social media: Promote your SMS marketing list on social media sites to entice users to join up.
• Utilize on-site or in-store sign-ups: To get clients to join your SMS marketing list, run promotions in-store or online.
• Utilize previously-existing consumer information: If you already have client information, such as email addresses, you might send a request via email to customers asking them to consent to receiving SMS messages.
• Provide a simple mechanism for clients to unsubscribe from your SMS marketing list if they no longer wish to receive messages.

It's crucial to remember that while purchasing phone numbers, you must adhere to all SMS marketing laws, including the TCPA and the CAN-SPAM Act. Prior to sending any messages, always get permission, and deal with opt-outs and unsubscribe requests promptly.

You may efficiently gather phone numbers and create your SMS marketing list by utilising these techniques. You can develop focused and efficient SMS marketing campaigns that increase conversions and customer engagement with a large list of customers that have opted in.

Tips for segmenting your list and targeting specific groups of customers

Your messages' relevance and effectiveness can be improved by segmenting your SMS marketing list and focusing on particular clientele. Here are some pointers for segmenting your customer base and concentrating your marketing efforts:

1. Use consumer demographics to segment your list and create more personalised communications by using factors like age, gender, location, and income.
2. Use purchase history to segment your list based on what customers have purchased, how frequently they have purchased it, and how much money they have spent.
3. Utilize consumer behaviour data to segment your list depending on their actions, such as how frequently they respond to your messages or how they use your website.
4. Use customer engagement data to segment your list based on how frequently customers open your messages or click on links, for example.
5. Utilize subscriber preferences to segment your list: Ask your subscribers what kinds of messages they would like to receive and when they would like to receive them.
6. Use A/B testing to evaluate various segments and message iterations and see which ones perform the best.

These pointers will help you segment your list and target particular buyer demographics. By targeting the correct audience at the right time with targeted messages, you can improve the relevance and effect of your SMS marketing campaigns and boost conversion rates.

Discussion of how to handle opt-outs and unsubscribes

An essential component of SMS marketing is managing opt-outs and unsubscriptions. It not only complies with the law, but it also protects the reliability and standing of your SMS marketing list. Here are some guidelines for handling unsubscribes and opt-outs:

• Make it simple for clients to decline: Always give clients a straightforward mechanism to unsubscribe from your SMS marketing list, such as a text message or a link in your messages.
• Removing opt-outs as quickly as possible can help you stay in compliance with laws. As soon as a consumer opts out or unsubscribes, you must immediately delete their phone number from your SMS marketing list.
• Respect opt-outs: Once a consumer has unsubscribed or opted out, it's crucial to respect their choice and refrain from sending them messages going forward.
• Keep track of the amount of opt-outs and unsubscribes to better understand and optimise the performance of your SMS marketing initiatives.
• Be open and honest Make sure customers understand how to opt out and what to expect once they do by being open and honest about your opt-out procedure.
• Obtain express permission: Before adding a phone number to your SMS marketing list, always get the owner's express permission.

You may manage opt-outs and unsubscribes successfully and assure regulatory compliance by adhering to these best practises. It will also assist you in preserving the accuracy of your SMS marketing list and enhancing the efficiency of your SMS marketing campaigns.

It's also crucial to bear in mind that you must keep track of your contacts' opt-in and opt-out consent in order to comply with legislation and be able to supply it upon request.

Compliance and legal considerations of SMS marketing

Like all forms of marketing, SMS marketing is subject to regulations that companies must follow. The Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act are two of the most significant legal provisions that control SMS marketing.

A federal statute called the Telephone Consumer Protection Act (TCPA) governs SMS and telemarketing. The TCPA places limitations on the times of day and frequency at which SMS communications can be sent, as well as requiring businesses to seek express written authorization before sending SMS messages to clients. TCPA violations by businesses can result in fines of up to $1,500 per text message.

Federal law called the CAN-SPAM Act governs SMS and email marketing. All commercial messages must contain an opt-out mechanism, and the law mandates that businesses honour opt-out requests within 10 business days. The rule also forbids the use of incorrect or misleading header information and mandates that organisations disclose proper sender information and subject lines in their messages.

Businesses should follow these guidelines to abide by these laws:

• Before including a phone number on your SMS marketing list, get the owner's express permission.
• Give clients a simple option to remove their names from your SMS marketing list and respect their requests to do so.
• Include a method for opting out in all SMS texts.
• Reduce the number of times you send SMS.
• Include precise topic lines and sender information
• Keep track of your contacts' opt-in and opt-out consent, and be prepared to offer it upon request.

It's crucial to remember that adhering to these rules is necessary to protect your SMS marketing list's reputation and integrity as well as to stay out of trouble with the law. Additionally, it's critical to remember that SMS marketing regulations may differ depending on the nation in which you do business, so it's always a good idea to speak with a legal expert before beginning an SMS marketing campaign.

Discussion of best practices for obtaining consent and managing opt-ins

One of the most important aspects of SMS marketing is getting permission and handling opt-ins. It not only complies with the law, but it also protects the reliability and standing of your SMS marketing list. Here are some top tips for getting permission and handling opt-ins:

1. Make consent obvious and clear: Before adding a phone number to your SMS marketing list, be sure they have given their express, informed, and informed consent. Signing up for this can be done online, in-store, or at events.
2. Give customers precise information about what to expect: Be open and honest about the kinds of messages clients might anticipate receiving from you, as well as how frequently.
3. Allow consumers to opt-in to particular message kinds, such promotions or appointment reminders: Permit customers to opt-in to particular message types.
4. Give customers the ability to manage their subscription: Give clients a simple way to manage their subscriptions, such the option to opt-out or alter their preferences.
5. Keep a record of consent: Keep a record of your contacts' opt-in consent and be prepared to supply it upon request.
6. Regularly review and update your opt-in procedure: Regularly review and update your opt-in procedure to make sure it is both user-friendly and in accordance with the most recent rules and regulations.

You may efficiently gain consent, manage opt-ins, ensure compliance with laws, and preserve the integrity of your SMS marketing list by adhering to these best practises. Additionally, it will assist in the development of a customer list of opt-ins who are more likely to participate in your SMS marketing campaigns and increase conversion rates.

Information on how to handle text message spam complaints

An essential component of SMS marketing is responding to complaints about text message spam. It not only complies with the law, but it also protects the reliability and standing of your SMS marketing list. Here are some guidelines for resolving complaints about spam text messages:

1. React quickly: As soon as a consumer complains about spam, respond as fast as you can, making care to address their concerns.
2. Investigate the complaint: Doing so can help you figure out what went wrong and how to avoid repeating the same mistakes.
3. Remove the consumer from your list if they complain about receiving spam: If a customer complains about receiving spam, take their phone number off your SMS marketing list.
4. Keep track of complaints: To better understand and optimise the performance of your SMS marketing efforts, keep track of spam complaints.
5. Review and update your procedure frequently: To make sure that your procedure for resolving spam complaints conforms with the most recent laws and regulations, review and update it frequently.
6. Make it possible for clients to block numbers, enabling them to cease receiving messages from particular senders.

You may efficiently handle text message spam complaints by adhering to these best practises, guaranteeing regulatory compliance, and protecting the integrity of your SMS marketing list. Additionally, it will assist you in preserving good relationships with your clients and fostering brand loyalty.

Measuring and optimizing performance

Understanding the efficiency of your SMS marketing initiatives and making data-driven decisions depend on tracking important metrics and gauging the campaign's success. The following are some crucial parameters to monitor and ways to assess the effectiveness of your SMS marketing campaigns:

• Track the percentage of recipients who open your SMS messages with open rates. If your communications are being opened frequently, your target audience is likely finding them interesting and relevant.
• Track the percentage of receivers who click on the links in your SMS messages by looking at the click-through rates. A high click-through rate shows that your communications are converting visitors into customers and accomplishing your marketing objectives.
• Opt-outs and unsubscribes: Keep track of the number of recipients who choose not to receive SMS marketing messages or do so. Unsubscribes or opt-outs in large numbers could mean that your messages are not interesting or relevant.
• Track the proportion of receivers who perform a particular action, such making a purchase or arranging an appointment, after receiving your SMS message. A high conversion rate shows that your messaging are successful in generating sales.

-Monitor the percentage of phone numbers that cannot be delivered and "bounce" back. If your SMS marketing list is out-of-date or contains a significant number of invalid phone numbers, a high bounce rate could be the result.

• ROI: Calculate the ROI of your SMS marketing campaigns by comparing the revenue made to the campaign's cost.

You may compare these indicators to industry benchmarks or to your own historical data to determine the effectiveness of your SMS marketing efforts and determine whether they are becoming better over time.

Discussion of how to use data to optimize and improve future campaigns

It's crucial to use data to get insights into the efficacy of prior initiatives in order to optimise and enhance future SMS marketing campaigns. You may find areas for improvement and make data-driven decisions by examining important metrics like open rates, click-through rates, opt-outs and unsubscribes, conversion rates, bounce rates, and ROI.

A high rate of opt-outs or unsubscribes, for instance, could mean that your messages are neither interesting or relevant to your target audience. You may increase relevance and decrease opt-outs by assessing the content and targeting of your messages. Similar to the last example, a poor conversion rate may indicate that the content of your message or call to action is ineffective. Your call-to-messaging action's and design can be examined, and changes can be made to increase conversion rates.

You can utilise data in addition to key metric analysis to segment your list and more effectively target particular client segments. You may produce more conversion-driven communications by segmenting your list based on subscriber preferences, demographics, purchase history, behaviour data, and engagement data.

Utilizing data to enhance the time and frequency of your SMS campaigns is also crucial. You can choose the ideal times to deliver messages and the ideal frequency for your campaigns by examining the open rates of your messages and the behaviour information of your consumers.

Overall, you can raise the relevance and effect of your messages, promote conversions, and foster consumer engagement by utilising data to analyse and improve future SMS marketing efforts.

6 Tips for A/B testing and experimenting with different strategies [Top tips]

An efficient strategy to optimise and enhance the effectiveness of your SMS marketing campaigns is to conduct A/B testing and experiment with various strategies. You may learn more about what appeals to your target audience and make data-driven judgements by testing various iterations of your messages, targeting, and timing. Here are some pointers for A/B testing and trying out various tactics:

1. A/B testing should only test one variable at a time, such as the call-to-action, subject line, or message content, in order to fully grasp the effects of each variable on the success of your campaign.
2. Utilize a control group: When conducting A/B testing, it's crucial to include a set of recipients who receive the original message in order to compare the outcomes of the test groups.
3. Try experimenting with various list segments to determine which ones respond best to various message types, targeting, and timing.
4. Track important statistics: To get an understanding of how well your campaigns are performing, keep track of important statistics like open rates, click-through rates, conversion rates, and opt-outs.
5. Analyze the findings: Use the information from your A/B test results to inform your future SMS marketing campaign decisions.
6. Continue testing For your SMS marketing efforts to perform better over time, keep experimenting with new ideas and testing various techniques.

You may improve the effectiveness of your SMS marketing efforts by employing A/B testing and experimenting with various tactics to learn what works best for your target demographic.

Conclusion

For companies trying to interact with customers and increase conversions, SMS marketing is a potent tool. SMS marketing is a terrific technique to increase customer engagement and increase conversions because it has a 98% open rate and can reach customers in real-time.

In this tutorial, we've covered the essentials of SMS marketing and given advice on how to design successful SMS marketing programmes. One or more of the most important lessons from this handbook is:

• realising the effectiveness of SMS marketing and the economic benefits.
• a description of SMS marketing's operation.
• SMS marketing is compared to other types of mobile marketing.
• The main parameters to monitor for SMS marketing success are discussed.
• Writing guidelines for SMS marketing messages.
• The best methods for generating urgency and increasing conversions.
• The finest content kinds for SMS marketing are discussed.
• How to develop your SMS marketing list and get phone numbers.
• Guidelines for segmenting your customer list and focusing on particular customer groups
• a summary of the laws governing SMS marketing, such as the TCPA and the CAN-SPAM Act.
• Best procedures for gaining consent and handling opt-ins are discussed.
• Information about how to address complaints of text message spam
• An explanation of how to monitor important indicators and assess the effectiveness of your SMS marketing campaigns

Guidelines for A/B testing and experimenting with various approaches

You may establish successful SMS marketing campaigns by adhering to these guidelines and best practises.

Encouragement to start experimenting with SMS marketing for your business

Although SMS marketing is an effective tool for companies trying to interact with customers and increase conversions, it's crucial to keep in mind that it is not a universally applicable option. Experiment with various tactics and customise your campaigns to your target demographic to get the greatest results.

Here are some pointers to get you going:

Begin modestly: Before committing to a massive SMS marketing campaign, test the waters with a small-scale campaign.

Be inventive. Try out various content and messaging formats to find what connects with your audience.

Track important metrics, including as open rates and conversion rates, to gauge the effectiveness of your campaigns and make necessary improvements.

Keep things simple by keeping your communications brief, succinct, and direct.

Be considerate: Respect the privacy and communication preferences of your customers, and make it simple for them to opt out if they so want.

Get aid: Consider speaking with an SMS marketing specialist if you're unsure of how to begin with SMS marketing or how to adhere to legal regulations.

Although SMS marketing is an effective tool for companies trying to interact with customers and increase conversions, it's crucial to keep in mind that it is not a universally applicable option. You can design efficient SMS marketing campaigns that increase conversions and customer engagement by experimenting with various tactics and customising your campaigns to your target audience. Therefore, don't hesitate to begin trying with SMS marketing for your company right away and observe the outcomes for yourself!