Mobile marketing SMS as more businesses try to reach consumers who are on the go, SMS is becoming a more crucial component of successful multi-channel marketing. But because so few digital marketing companies provide SMS as a primary service, their clients can miss out on consumer communications and higher ROI. Mistakenly, businesses think that mobile marketing SMS necessitates a significant investment in applications, prevents individualised, targeted communication, and lacks robust research to justify ROI. Access to mobile communications is actually simpler than is often believed, and reaching mobile marketing SMS or customers (both those with smartphones and those without) may often be done as easily as sending a customized, targeted text message. Building a brand in people’s homes all over the world means being able to send two-way SMS messages to mobile users, as long as consumer privacy is protected by opt-in rules. The benefits of using SMS in your marketing mix are covered in our most recent whitepaper, which we summarize in this post. We also cover why SMS should be used in a communications mix and how it can be used as part of a multi-channel strategy for engaging with customers throughout the customer lifecycle.
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6 Benefits of Mobile Marketing SMS in 2022
These are the six benefits of mobile marketing SMS as follows:
#1. It’s an instant, direct channel
With a read rate of 97% within 15 minutes of delivery, SMS is one of the fastest channels accessible. You can be confident that your time-sensitive communications will be received nearly immediately. When used with other popular channels like email and social media, 45 percent of SMS ads have a good return on investment (ROI), and that number could go up to over 50 percent.
#2. You can use shortcodes to create a database and streamline responses
By using a shortcode or keyword in print materials, ads, and advertising boards as well as on social media, you may encourage your consumers to take the initiative. With this method, customers will get used to a brand’s code and keyword quickly, which will make them more likely to interact and respond.
#3. It can work with other channels and support them
Within the marketing mix, it’s critical that all channels function well together, and SMS is no exception. Although SMS is a fantastic independent channel, it can also be used to improve and assist other marketing channels like social media and email. In addition to being fantastic on its own, SMS can be used to improve and support other widely used consumer media like social networking and email. They can, for instance, be used to remind consumers to read an email that a company sent them hours or even days before. Email open rates can rise by 20% to 30% with a simple follow-up SMS inquiring, “Have you seen our email?”
#4. You might learn more about your customers
SMS is a fantastic way to conduct surveys with your clients. According to research, 31% of customers would typically respond to a survey through SMS, and users’ average response time is slightly over 5 minutes. implying that you can get amazing results quickly.
#5. You could increase client involvement
Consider SMS as a tool to improve the way your company interacts with clients throughout the whole customer lifecycle. While clients may welcome updates and news on upcoming brand advancements, businesses should remember to vary the sort of material they give out. This information is best sent by email, where lengthier, more creative language is more suited. Although many customers increasingly use text when accessing local businesses like dentists, garages, or hairdressers or public services like the NHS, marketers may still believe that texting is intrusive. This is a great example of how the NHS interacts with its audience during an event that clearly has a lot of people interested. Also, businesses can use texting to send coupons, discounts, promotions, or even birthday wishes to customers more quickly and in a way that customers expect.
#6. Response data makes it possible to measure, analyze, and improve
The idea that SMS is a medium that can’t be tracked is false, as SMS is now more like what has been done for years with email in terms of tracking significant ROI, identifying customers who respond to text messages, and tracking delivery rates. Businesses may develop more precisely targeted advertisements and continuously gain a better knowledge of their mobile marketing SMS or database by utilizing these insights. Not only do they save money and get a better return on investment, but SMS also lets them target those customers via email or another channel by profiling and separating out the phone numbers that are least likely to respond.
What is marketing via text messages
Text message marketing is the continual practice of sharing pertinent information with your clients via SMS (short messaging service) text messages on their mobile marketing SMS or devices, such as company news, sales, or promotions. It is a specific kind of digital marketing technique that promotes brand recognition on a more individualized basis. Prior to starting to SMS customers, you must have their consent to do so. You may send bulk messages to customers or audience segments, or you can send customized messages to customize the experience further. If you use this method, you can avoid marketing noise like social media ads and email marketing and reach customers directly on their phones.
What is the process of text message marketing
With text message marketing, you may follow the sales process using a database of your client’s names, mobile phone numbers, and other details (geographical location, customer categories, customer interests).
An audience is specifically targeted through text message marketing
The more data you have on hand and the more precise your consumer groups are, the better. This is true for every marketing attempt. The finest text message marketing is highly tailored and aimed toward a particular target group, similar to how Facebook advertising targets individuals within a specified area, by age, and by hobbies. You can be as detailed as possible and reach out to your clients where they are—on their smartphones—by using SMS marketing. You may create more deep relationships with users and engagement with qualified prospects by expressing your marketing messaging to a focused audience.
Text message marketing is a component of a larger marketing effort
As a marketer, the most crucial thing to keep in mind regarding any mobile marketing sms is that it should be a component of a larger marketing effort. By this, we mean marketing that uses technological and digital techniques to target mobile consumers rather than printed materials. No business should begin text message marketing without a strategy for how it will all work together to reach new clients. Not all marketing situations call for text messaging. Marketers could utilize it for things like a delivery status, a follow-up message when you download a certain mobile marketing SMS app or program, a receipt of purchase, or an exclusive discount, recommends Yoni Ben-Yehuda, head of business development at Material Good. Text message marketing will only work for brands whose customers like this way of getting in touch. According to Ben-Yehuda, “A text is more personal than an email, so if you’re approaching the user and they haven’t heard of you, you’ll probably be deemed spam.” Texting information to users might work if they already know your brand and are familiar with your business or products. The many mobile marketing SMS channels, like SMS, social media, email, and others, should all work in harmony with one another to improve your business’s total mobile marketing sms plan.
How do I configure text marketing
If done correctly, text message marketing is a distinctive and efficient way to communicate with your current clientele. To avoid breaking Federal Communications Commission rules, you must first obtain legal authorization to SMS your customers. As soon as you get your clients’ consent, make sure your SMS messages are relevant to your business and helpful to them rather than bothersome or intrusive. These actions can help your SMS campaign increase brand recognition and keep your goods and services at the forefront of your client’s minds. When sending bulk SMS, some businesses create their own database for text message marketing and occasionally use a third-party provider like Twilio for the actual transmission. SMS marketing can be done by any small business or startup. They can use their own campaign and send group texts. To manage part of the database collecting, legal concerns, and actual text message transmissions, businesses frequently collaborate with an SMS text messaging service like Twilio, TrueDialog, Trumpia, or SimpleTexting. These companies may be able to give you a price for text message marketing and bulk SMS campaigns based on how you divide your customers and what kind of people they are. Additionally, in addition to offering straightforward database collection and transmission, SMS marketing software from businesses like EZ Texting and Braze offers other services. This sort of marketing automation may be used to plan a campaign and monitor its performance.
SMS text message marketing is governed by who
#1. The National Telecommunications Commission
You must be aware of the FCC’s severe rules on message transmission and consumer consent before you send any text messages to customers. The crucial thing to remember is that text message marketing is not something you set up randomly and bombard potential clients with.
#2. Act for Consumer Telephone Protection
The TCPA safeguards consumers from unsolicited bulk text messages and is quite strict about how such messages can be sent. The most crucial step is getting each customer’s signed authorization.
#3. The Association for Wireless Telecommunications
Although you won’t find the same number of legal rules as you would with the FCC and the TCPA, the CTIA is a trade organization that offers guidelines and practical advice on text message marketing.
#4. Best practices for text message marketing
Your text message marketing campaign is prepared to start. Here are some recommendations for success.
#5. Get approval
Over time, text message marketing has changed. In the beginning, sending unwanted SMS to people was frowned upon ethically, but some businesses still did it. These days, unless you have a specific authorization, it is prohibited under FCC regulations. It’s no longer acceptable to buy a large database of phone numbers and send messages to all of them. In fact, doing so may be in breach of FCC regulations, which is punishable by a steep fine and other consequences. Prior to sending customers text messages, you must have their express authorization, just like with email marketing. You’ll not only be communicating with a group of people who are receptive to this kind of marketing, but you’ll also spare those who are not. According to Ben-Yehuda, you should only use text messaging as a marketing tool if the client or potential client has given their consent and provided you with their phone number. Users may unsubscribe from your communications, and you run the risk of losing their trust if you contact them without their consent. In order for customers to text a certain term to a short code and opt-in for specials, notifications, and more, Wilson advocated employing a keyword campaign to expand your list. As an illustration, he suggested asking customers to “text TRY to 858585 for a demo,” where TRY is the keyword and 858585 is the code.
#6. Texts should be succinct and to the point
The texts you send to contacts should be succinct, concise, and easy to understand. If you send long messages on a regular basis, users won’t bother reading them and will decide not to receive communications from you in the future. The character restriction for SMS messages is 160 characters, so it’s a good idea to capture their attention, get your marketing message across, and end with a CTA, all in 160 characters or fewer. For instance, there is no need for superfluous fluff when telling clients about mobile coupons. Instead, get their attention with an interesting greeting or introduction, then give them the important information and tell them how to get the coupons.
#7. Avoiding spamming users
While it may be tempting to share every announcement or promotion pertaining to your company, be careful not to overdo your SMS advertising. Text messages are more difficult for customers to simply ignore than a billboard or social media campaign. They will unsubscribe if they get an excessive number of emails from your company. Instead, plan your text message marketing strategy so that you only send SMS to an adequate number of clients when absolutely essential.
#8. Boost value
Above all else, make sure that the information you send to customers through marketing text messages is useful and improves their experience with your business. When you’re prepared to contact your list, consider messaging that your contacts will appreciate, advises Wilson. “Your subscribers should be pleased to get coupons, incentives, and sneak peeks,” the author writes. Joseph Anthony, founder and CEO of the millennial-focused marketing agency Hero Collective, says that smart businesses let their customers talk to them in the same way they talk to their friends and peers. In addition to promotional offers, he stated, “Providing meaningful information can foster a sense of expectation and surprise.” Brands need to use text message marketing the same way they use Facebook, Instagram, and Twitter to take part in conversations. They must consider ways to provide value without being invasive so that what they provide is comparable to what customers may receive from their friends.
#9. Send SMS at the right moment
Make sure your customers don’t experience excessive message volume at odd hours or subscription lock-in. Pay great attention to the timing of your message scheduling (e.g., during the day versus late at night). Customers might think you’re being intrusive or even unprofessional if you send SMS at the wrong times. Wilson advises messaging during regular business hours and being upfront with clients about what they may anticipate from your program. In this manner, no one will be annoyed by your SMS marketing, and fewer individuals will feel compelled to reply “STOP.”
#10. Make it possible to unsubscribe
The last thing you want to think about is your audience choosing not to participate in your program, but making it simple for them to do so may encourage them to sign up for your SMS right away. Wilson suggests making it simple for people to opt out whenever they want. You may give them the choice to opt-out by giving them a link to click or by asking them to reply “STOP” to your message. Nicole Fallon and John Brandon contributed more reporting. For an earlier iteration of this article, source interviews were conducted.
FAQ
The Telephone Consumer Protection Act (TCPA) is a federal law in the United States that says businesses must get customers’ written permission before sending them marketing text messages on mobile devices.
Does SMS marketing count as digital marketing?
A key component of any multi-channel digital marketing plan is SMS texting. More than ever, it’s critical to present the right product to the appropriate users at the right moment.
