8 reasons to employ an SMS marketing strategy

9 minute read
8 reasons to employ an SMS marketing strategy

When you’re in the marketing industry, it’s well-known that some of the most popular marketing strategies bank on short-form social media content creation, influencer marketing, and other forms of digital marketing. One of the most overlooked methods of reaching an audience in 2024 is SMS marketing.

There are just over 8 billion people worldwide, of which about 7.1 billion are mobile users. While marketing strategies may need audience segmenting and target real potential conversions, this is still a big number. What might this mean? There’s a lot of potential in tapping this constantly growing number with SMS marketing.

What is SMS marketing?

SMS marketing, also known as text message marketing, is a strategy that allows businesses to communicate promotional messages, updates, alerts, and other information directly to their customers. Each message is delivered straight to the audience’s mobile phones through a short message service (SMS).

This form of marketing is highly effective due to its direct and personal nature, with messages being delivered instantly to recipients’ mobile devices. It works best on time-sensitive campaigns and alerts who have consented to receiving these messages.

While these messages may seem simple, SMS marketing can be a powerful way to speak with your customer as it can engage and drive immediate action.

Some of the key elements of SMS marketing include:

  • Permission-based engagements, where recipients consent to receive messages before you send them.
  • Conciseness in messaging, where there is a character limit to observe.
  • Timeliness as SMS is an immediate and direct form of communication, which means sending a message at appropriate times matters.

8 reasons to start using an SMS marketing strategy

There are many benefits to using SMS marketing. Some of this includes allowing businesses to create effective, engaging, and responsive marketing campaigns that reach customers directly and personally, driving both engagement and conversions.

Let’s take a deeper look.

1. Engage with a wider demographic

Reaching a wider, more targeted demographic is more feasible considering that 60% of the world’s population has smartphones. With enough data gathered and the right targeting practices in place, you can reach the right audiences in a simple text.

This means you can plug in the necessary links, whether to an app or website that can effectively increase views, engagements, and conversions.

2. Realistic direct-to-consumer reach

A text may just be the best way to actually reach your consumer. The concept of receiving text messages for the average person might seem less annoying than multiple notifications on different platforms.

Based on the SMS Marketing Statistics 2024, US businesses found that 98% of messages sent through text are opened and actually read. SMS marketing can prove to be extremely useful for time-sensitive campaigns or promotions.

3. Higher open rates than emails

There is a better chance of succeeding in your SMS marketing campaigns as opposed to using email as your platform. After all, opening a simple text message means reading a few lines immediately.

For instance, you’re likely to get a higher open rate when you run SMS marketing campaigns. SMS marketing open rates soar at 98%. With emails, it’s a different story. The open rate stands at a low 20%, especially considering there may be spam markers or filters for email apps.

4. Better click-through rates

In relation to open rates, click-through rates show how likely audiences are to take action based on what they’ve read. The statistics are better for text message marketing than for email marketing.

When it comes to SMS marketing, the true challenge lies in getting your text messages across within a 160-character limit. Clarity, readability, and impact can influence the success of your messaging. Consumers should be able to see and quickly understand what you’re trying to say in SMS messages at a glance.

Compared to other formats like email marketing, where you’re looking at a lengthy page of text, information overload can occur. The average click-through rate for SMS marketing campaigns can range from 20% to as much as 35%. On the other hand, email marketing may only see as much as 3% in CTRs.

5. Cost-effectiveness

Investing in SMS marketing software is more cost-effective than investing in other marketing channels. Given its high open and click-through rates, utilizing text messages to upsell your business can yield impressive results.

This isn’t to say SMS marketing should be the sole allocation of your marketing efforts. On the contrary, it’s a useful addition to enhancing whatever current strategies you have on other marketing platforms.

6. Integrate seamlessly with other marketing channels

Text messages are a great way to amplify your other marketing channels. There is a variety of SMS marketing software available these days, and using an SMS marketing tool can make a world of difference in your workflow.

Choosing SMS marketing service providers like Messente can go beyond quick creation, scheduling, and opt-in/out features. You can also choose the SMS messaging app through which your users receive their texts. Plus, with adaptive routing features in place, you’ll also be able to find the best-performing channels for your audiences.

7. Acquire quicker customer feedback

Good SMS marketing tools should also get you quick customer feedback. This can be helpful if you’re seeking insights that can improve your products, services, or simply the nature of your text message marketing.

When you conduct surveys, offers, or ask any type of question that needs an answer, you can expect speedy results because of the accessibility text messages provide. Customers should be able to send SMS messages in response to marketing or faster data collection, which you can access on the platform you’re working with.

8. Highly measurable analytics

Another feature SMS marketing services also offer is analytics and reporting tools. SMS marketing platforms provide analytics and reporting tools, allowing you to track the success of your campaigns.

Some data that you might look at for SMS marketing includes delivery, open, and conversion rates. Each of these may seem like small things, however, they enable you to refine your strategies over time, and ultimately allow you to optimize your content for more effective marketing tactics the further you go.

Get started with SMS marketing best practices

Keen to get a head start on your SMS marketing campaigns? Before you go hard on using text messages to promote your business, it’s important to stay informed on how to execute SMS marketing best.

Specifically, there are also legal requirements for compliance. In the United States, for example, the Telephone Consumer Protection Act (TCPA) is concerned with preventing unsolicited text messages in mobile marketing. In Europe, the General Data Protection Regulation (GDPR) requires SMS marketing messages to have an opt-out option at any point.

Based on laws and regulations, here are some of the best practices you can do to ensure your campaigns are compliant and effective.

Obtain explicit consent

Always get explicit opt-in consent from your audiences before sending SMS messages for your campaigns. This is important in many ways. First, ensuring your audience’s consent means you respect their privacy. It also verifies that they do actually want to receive text from your business, which can also play a crucial role in increased open rates and eventual conversion.

Be clear about opt-in

Communication is always key. When you ask consumers if they would like to receive your SMS marketing messages, it’s important to inform them what they are signing up for as subscribers. This means providing details about the type of content they will receive, such as promos or brand updates, as well as the frequency of messages.

Offer easy opt-out options

Simplify the process. Whether your customers forgot they opted into your SMS marketing campaigns or changed their minds about receiving text marketing, it should be easy for them to opt-out. If for example, you send a message promoting your brand’s newest collection, at the end of it, include clear instructions to opt out. It can be as short as “Reply STOP to unsubscribe”.

Personalize your messages

The beauty of SMS text marketing campaigns is the freedom to tailor your messages to your user’s preferences. Look into their past purchase behaviors or wish lists to inform how you frame messages. Use the customer data you have to personalize the messages they receive. You can also categorize them by audience type to streamline your processes. This can significantly increase engagement and response rates, considering the text messages resonate with their interests.

Keep it concise

Brevity matters when you are limited to send messages in 160 characters or less. Keep your texts concise by getting straight to the point. Do your customers get a discount? What are the limitations? Ensuring your message is clear and easy to understand will go a long way.

Include a clear Call-to-Action (CTA)

Every SMS message should make a point. If you’re announcing a sale, what is your brand’s CTA? A clear and compelling CTA is crucial to the success of your marketing efforts. They should guide your audience on what to do next, whether it’s visiting a website, redeeming a coupon, or participating in a survey in order to avail of your offer. This can make the experience seamless and drive actual results from your marketing.

The uses of SMS marketing for your business

You can use SMS marketing for your business in many ways. It’s a powerful tool you can use to engage with customers and drive business objectives effectively. Take inspiration from these uses.

  • Limited-time offers – This includes sales and promotional text messages with a validity date to redeem an offer. Discounts, branch sales, or website sales are great examples of this. You can also drive higher engagements with exclusive subscriber deals.
  • Product launches and availability – If your brand is launching a new line, text messages are the fastest way to get your customers in the loop. This works best when there’s a buzz created on other social media platforms to generate excitement once they receive your message.
  • Service appointment reminders – If you offer services that are on an appointment basis, reminders are a helpful way to build a relationship with your customer. This can help them keep track of their schedule while also ensuring they aren’t late or miss an appointment with you.
  • Order updates – Online purchases can take time to get delivered. Offering text message notifications for delivery updates are a great way to help your customers keep track of when their orders arrive. This can be helpful for in-store pick-ups when items are ordered ahead of time, too.
  • Event notifications – Do you have an exclusive campaign launch or brand event coming up? Sending an invitation to your customers is a great way to acknowledge their importance to your business.
  • Customer feedback – You can ask your customer for feedback on different things. SMS messaging allows your surveys or feedback to be an easy answer that lets you pull key insights from your customers. This can be used to improve your services and offerings.
  • Loyalty programs – Building a bigger customer base? Create a loyalty program to incentivize returning customers with points, rewards, or members-only offers. This can make receiving text messages more exciting for your audience.

Kicking off your marketing strategy

In an era where social media is the star of most marketing strategies, sometimes one of the most underrated channels can stand as a very effective means for marketing. Working with SMS marketing strategies can prove to be a more direct, efficient, and intimate way to engage with your audience. The ubiquity of mobile devices and the personal nature of text messaging can offer a more effective approach to reaching the right customers.

A well-crafted SMS marketing message can offer your customers the information they need exactly when they need it. Because texts have a higher open rate, you won’t miss your chance to communicate your offers directly to your audience.

Integrating SMS marketing can go beyond achieving your business objectives. This approach can help foster a deeper, more meaningful connection with your customers. In a world where attention is the new currency, SMS marketing can spark direct and personal communication.

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