With so many different channels available to contact your customers on, you might be feeling overwhelmed by the choice and unsure if certain channels are suitable for you and your audience. SMS marketing has been used to great success by many businesses for years. You might not have run an SMS marketing campaign yourself, but you are likely to have received some form of SMS communication from a business. Whether that’s a commercial brand running a competition or a healthcare provider, such as your GP or dental practice, sending you an appointment reminder. If you have run an SMS marketing campaign before, you’re likely to already be aware of the effectiveness of the platform for communicating with customers, but might need help justifying your use of SMS messaging to other people or departments in your business. Below, we’ve listed out the key reasons SMS marketing is so effective.
Adaptable across markets
One of the reasons SMS marketing is so effective is that it’s suited to B2C and B2B audiences. It can be used by commercial brands, for internal communications by businesses.
Efficient at reaching people
77% of people in the United States of America own a smart phone (source), which means your marketing is almost guaranteed to reach people within your target market. 81% of people use SMS every day to communicate. (source)
The statistics about SMS marketing are incredible and really highlight the full opportunity the channel represents when reaching and communicating with customers. Research suggests that 98% of SMS messages are opened, making it even more successful than email marketing (source). The average click-through rate for SMS messaging is 19% (source) and as most people have set their phones to alert them once a message is received, you can feel optimistic about the speed in which your message is opened, and hopefully clicked.
90% of SMS messages are read within 3 minutes of the text message being sent, making its click-through and engagement levels more effective than most other channels. (source) . How long does it take to create and send a SMS message? The same amount of time it would take for you to type it directly onto your phone. Type – > Send – > Sent . Due to the time-efficient nature of creating an SMS messaging campaign, it also means the campaign is extremely cost effective.
Cheaper & more eco friendly than direct mail
Another way SMS marketing is effective is that it leaves no carbon footprint, and as a result is eco-friendly. Unlike direct mail or offline press, it requires no printed paper, and unlike meetings and events, there is no travel required when sending out your campaign.
One of the most effective aspects of SMS messaging is that it arrives directly in the recipient’s inbox, and often will remain as an alert on the person’s phone until it is opened; they don’t need to login or open an app as they would with email. With an overwhelming amount of content created each day, it’s becoming increasingly difficult to reach the people you wish to target the most, but SMS overcomes this challenge by dropping directly into a person’s phone.
Your campaign is also trackable as you are able to monitor and measure the delivery and click rate of each of your SMS messages, using analytics software. This means that you’re able to quickly review the ROI of your campaign, using the data about the messages you’ve already sent to decide whether you continue to send out the campaign, or stop after the first batch of text messages has been sent.
Boost your multi-channel campaign
SMS messaging is also effective when used as part of a multi-channel campaign to bolster other marketing activity. For example, if you’re a retail business looking to promote an upcoming sale, you could send an email out to customers a week before the sale goes live, then send an SMS message to customers the day before your sale opens offering them an exclusive discount. On the day of the sale, you can send another reminder text out about the sale, which you can then tie into your social media activity, throughout the sale period.