The image of it in most marketers is heavy, poorly personalized: the email marketing of two decades ago and more strongly regulated for startup.
But all these impressions are false (SMS are regulated in exactly the same way as telephone marketing, by the same regulations) or are only partially true.
SMS Marketing Overview
Yes, email marketers sometimes rely on random outbursts. If you've ever bought something from a takeaway venue, or ridden with a local taxi company, you've been on the receiving side of this.
These messages are guided by what is happening at their end, not by what happens in your life .
They're offering an extra 12" pizza at half price, or they ask you to fill out their survey to win a prize and they won't stop until every single soul on their list has been informed.
It's not that such marketing doesn't work, but it does.Similarly, email marketing performed in a very poor way also offers results.
Otherwise, your spam folder wouldn't look like this: someone clicks on all those desirable potential dates, questionable investment opportunities, and even more questionable medical interventions.
Why Marketers Are Afraid of SMS Marketing
The problem is that it doesn't work very well. A local business can afford to be a little careless, a little clumsy, in the same way that it can afford to have poor signage on-site.
It's better if they don't, but they can get away with it. Marketers and large companies — or businesses aspiring to be bigger — know they can't.
That's why most marketers don't touch SMS with a ten-foot pole and recommend the same to their customers.
That opinion is outdated.Now you can take the same tools that we are used to using in email marketing and bring them to use SMS marketing .
The result can be targeted, highly personalized messages appearing to customers right now – more than emails can.
We've talked about the reasons why people don't use SMS marketing.
Now let's look at the reasons why they should use it:
- SMS has killer engagement statistics
- A measurable and traceable platform
- Interactive content
- Immediate delivery and
- Near-instant response times
- It is highly customizable
- It can be integrated into omnichannel marketing campaigns that also include IoT innovations.
SMS in the near future
In the future, SMS will benefit from both forward-thinking advances in technology and its roots in a less advanced era.
We take each of these in turn, starting with commitment.
SMS Marketing has an extraordinary commitment
Email is still the marketing channel.
It's been tried time and again, so many times: if you want to sell things to people, you get their email address (their real one!) And approach them the right way and email will be by far your best ROI, the most converted marketing channel.
Except maybe by SMS.
How many people are happy to receive promotional emails from a brand?
61% of consumers say they prefer to be contacted by email.
Open rates: SMS and e-mail
What about open rates?Email can score a lot here Across the board, email open rates hover around 25% and are steadily growing, albeit slowly.
C an SMS compete with this?
Yes. SMS open rates are around 95%.It's not a typo: 19 out of 20 messages are displayed.
They are definitely seen. But do they get an answer, especially one that turns into profit for your company?
Again, SMS compares favorably with email here.I keep coming back to emails because, for all these metrics, it's by far the best most marketers are familiar with – it's the one to beat.
Response rate: SMS and email
Let's first look at the raw response rates: every answer matters.
Email response rates are around 3% on average – yes, the best email sellers can at least X2 or 3.But I'm comparing broad averages: as with likes.
SMS response rates are about 45%.This is 7.5 times higher.
And these responses are fast: about 60 times faster than email responses.
These answers are worth your time
As marketers, we all have to struggle, sometimes against temptation and sometimes against others in our organizations, to ignore vanity metrics and stay focused on growth and revenue metrics.
In other words, doing business, rather than focusing on misleading numbers that can make it look like we're accessing our "blech" section! While in reality we are wasting time and effort, fueling weak sales on sales and building an "audience" instead of a customer base.
Not surprisingly, this is reflected in the priorities of businesses using SMS: most set measurable and clear goals, aiming to improve customer experience (34%), increase revenue (28%) or both (31%).
Over three-quarters have achieved these goals.
Does SMS produce customers and dollars?
For consumers, absolutely.Instore's on-demand refund rates for coupons are around 70%-80%, while out-of-store on-demand coupons are redeemed at around 40%.
value of SMS for consumer marketing is clear.
What about B2B?
B2B SMS works most effectively alongside email, where it can radically increase conversions.
Sending 3 or more messages after initial contact from an incoming B2B lead can exceed 3X conversions.
SMS has excellent engagement and response metrics across all industries, both in B2B and B2C.
SMS is easy to track and measure
You can monitor and measure SMS quickly, but effectively, by tracking clicks on links in texts.
SourceIf you're a bit of a Google Analytics ninja, you can build all conversion streams through custom landing pages ( mobile-friendly, duh) on your site and do it all in one tool.
what's better is a platform that provides you with analytics in a more intuitive way , so you can remain just a marketing ninja and not have to master even a sometimes opaque analytics platform.
It's even better if that same platform integrates with your email marketing flows and allows you to quickly create multichannel flows based on the most common use cases, with ready-made "recipes" that you just need to edit, compile, and send…
Yes, we have one in the pipeline.Check out this space for a detailed breakdown of how it works!
It's easy to make SMS interactive
SMS can be easily interactive. Even if the message itself is just text and links, linking can lead directly to highly interactive web pages or mobile web apps.
Find out how Chipotle does it.
Source Follow that link and you'll participate in a "Cado Crusher" game, where you'll compete for real prizes – free guacamole, in this case.
The promotion is over now, but as it was launched, the winners received their winnings via … SMS.
The standard marketing SMS is something even simpler: send a word or phrase to indicate a simple affirmative, request a coupon or participate in a draw.
This has the advantage of allowing the user to offer limited choices in a limited timeframe to consumers inundated with options.
SMS can be integrated into omnichannel campaigns
For years now, marketers have been telling each other to stop watching this channel or channel and look at the customer instead.
Our customers read things on their phones, browse online stores on laptops and desktops, save Pins on tablets, then wander into stores to try things out and look for a coupon on their phone.
Customers care about brand, message, relevance, and value, but they don't care about the channel.
So, we need to build campaigns and marketing strategies that are not channel-specific and reach customers wherever they are, with the most appropriate tool at that time.
Adobe summarizes it :
SMS fits this approach perfectly.
We talked about how SMS opens more and we respond more.
It's fantastic. But it also opens much faster.Like, usually within 90 seconds .
People check their emails – about 15 times a day, on average, which isn't too run down.
But they receive SMS messages.90 seconds is the time it takes to take your phone out of your pocket and open messages.
What this means for your omnichannel campaigns
If you have a time-sensitive offer, SMS is the channel to use.
SMS is an ideal channel for shipping and status updates, including delivery alerts.Shipping company Asendia opine, "providing its customers with timely tracking information from shipment to delivery is critical to customer satisfaction."
Text marketing doesn't have to be time-sensitive: Text messages can be an effective way to increase email signup rates, especially if they offer a reward for timely adoption.
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RCS and SMS: the past and the future
SMS is a severely limited medium: no images, no design elements, no more than 160 characters.
Worse, they rely on cellular networks, when the connection is not guaranteed and can be easily compromised by location or even weather; it doesn't seem like they can easily compete with size-independent services, like WhatsApp, which doesn't care if you're using 4G or coffee wifi.
However, text messages remain a popular and effective means of communication.Despite content and length restrictions or because of them?
Soon we will know the answer to this.
The "next generation" of SMS is RCS: Rich Communication Services.
RCS (as opposed to Short Message Service, which is what SMS stands for, in case you're wondering) is the brainchild of smartphone manufacturers in collaboration with industry regulators.
RCS has been around for over a decade, but low uptake by mobile phone manufacturers has prevented the technology from becoming widely deployed.
Now, with the support of Google Fi, an RCS-based tool simply called Chat is ready to enter the market in a serious way.
Andy Shirey, senior product manager at marketing firm SMS OpenMarket, says: "We like to call it the next evolution of SMS.It's richer messaging content with features like reading receipts which is great to have. "
Penetration into the smartphone market is almost total now, so this next-generation equivalent of SMS may have real legs, but it is likely to continue to coexist with traditional SMS for some time.
The future could include the seamless integration of SMS marketing into conversational commerce.
Many online services already share order and shipping details via WhatsApp instead of traditional SMS.
Since most customers now use third-party messaging apps to read and send text messages, the data collected by these apps may also be used for SMS remarketing purposes.
Anatomy of an SMS marketing message
By now, hopefully, you're convinced: SMS marketing has a lot to offer.But how should you do it to get the best effect?
SMS marketing has two components you'll need to understand to put your messages together: the keyword and the shortcode.
The keyword and the shortcode
The keyword is the word of your customers' text; The shortcode is the number to which they send it.
Messages like this are the archetype of the SMS marketing message: interactivity is integrated.
But there are others who call for a different kind of interaction; messages that ask users to visit a certain link or respond with information.
Reminders, confirmations and offers all look different, at least on the surface …
If they are monitoring products like this…
source OR reminding you of appointments like this:source OR if they are making an offer like this:sourceEveryone has a similar underlying anatomy.
It's very simple: with 160 characters maximum, it has to be.
Recipient, value, desired action.That's pretty much it.
The more specific these three things are, the more effective the SMS message will be to achieve the desired result.
SMS Marketing Examples
Then an SMS that runs:
This is weak .If you're reading the Moosend blog, chances are you're an email marketing expert, so you're already seeing the similarities.
The above message could be for anyone, and after reading it you have no idea what clothes, what kind of arrangement or even where the store is located.It's not compelling or interesting.
What do you think about this?
The joke of the "wedges" is trivial but carefree, but what really makes the difference?
- We know what this person likes, perhaps from their interaction with our email or website
- Our offer is specific: 20%, not "great deals"
- We named the real items they might want
- There is an action they can do with their thumb: follow the link to get the coupon
How to implement SMS marketing
SMS sounds like it might work for you, but how to do it?
1. SMS Marketing – Get Authorized
Like email, SMS is permission-based.