Are you using text messaging marketing to promote your business? If yes, you should know some facts about SMS marketing before starting.
SMS marketing has become very popular over the last decade. The reason behind its popularity is simple – it’s cheap and effective. Many consumers say they prefer receiving promotional messages via text rather than email or social media.
So, to improve your business, you should consider using text messaging marketing. Here are some facts about SMS marketing that you should know.
Any business interested in an integrated marketing campaign cannot afford to overlook text messages or SMS marketing. Your business needs an SMS marketing strategy to reach your existing and potential customers on mobile devices.
Many of us send or receive text messages and push notifications daily. This alone is one of the main reasons SMS marketing is a channel savvy marketers consider in their marketing mix to reach their target audience.
According to Wikipedia, direct marketing is a form of SMS marketing. Today, we have subsumed direct text marketing under mobile marketing, which includes rich media embedded into the marketing messages and those messages sent via mobile applications besides SMS.
Let us look at some staggering SMS marketing statistics on why business owners like you need to consider using text messages for customer support issues.
Have you used a simple text message instead of a phone call to reach clients? After reading these statistics, I hope you invest more resources into text messages.
According to these SMS marketing stats, approximately 50% of consumers in the US make direct purchases after receiving an SMS branded text/QR code/discount coupon.
SMS marketing is naturally a fertile field of potential for digital marketers. Click To TweetSAP’s study shows that 64% of consumers think businesses should converse with customers more often using SMS.
According to some stats, 81% of all mobile users use text communication.
This AdWeek article shows that 96% of smartphone users use text messages. And 98% of text messages are read compared to 29% of tweets and 12% of Facebook posts. SMS marketing is naturally a fertile field of potential for digital marketers.
The above statistics apply to the US and UK audiences. But it does not mean that text messaging is not achieving a similar engagement rate and results in your geographical region because of the widespread availability of mobile devices, even in developing countries. Almost everywhere you go, the average person has a mobile phone.
Text messaging is appealing as a digital channel for persons in developing countries because all you need to engage in text messaging is a mobile device and a cell phone signal. It does not even have to be a smartphone. Nor do you have to be an internet user to receive messages from company XYZ (for example).
Text messaging is as basic as it gets, yet beneficial. It is a mobile marketing campaign that does not discriminate between owners of basic Nokia handsets and smartphone owners.
A study shows that 64% of consumers think businesses should converse with customers more often using SMS. Click To TweetThe person using an inexpensive Nokia handset will receive your text message simultaneously as a smartphone user. And the response is the same regardless of whether they are smartphones or simple cell phones.
It’s not like social media, whereby you need to know the etiquette of each social network to use it optimally for business purposes.
Despite its limited character limit, text messages from the brand ABC (for example) are guaranteed to be received and read by the mobile phone owner. In email marketing, for instance, you cannot say that your message will not end up in the recipient’s spam box!
Another good thing to note about SMS marketing messages is that your target audience can opt-in to receive SMS marketing messages from your business.
You give recipients the control to decide whether they want to receive SMS marketing messages from your company.
Other benefits of SMS text messages include a high open rate, click-through rate and quick response time regardless of whether your audience is an American, in the UK or in Malaysia. This effectiveness of SMS marketing makes SMS communication a preferred channel for people and companies on a shoestring budget.
So if you are a small business owner, I strongly suggest adding text messaging to your marketing mix. If you have not already. Use it as part of your marketing efforts to offer exclusive promotions to your customers.
With the low cost of text messaging, small business owners on a shoestring budget can focus on using SMS messaging. Use it as a channel to pass your marketing messages across to your target customers.
Table of Contents
13 Facts about SMS Marketing That Will Improve Your Business
Here is a video highlighting 13 facts about SMS marketing that will help to improve your business if your SMS campaign is well crafted.
Video Transcript
- Compared to tweets, Facebook posts and emails, SMS messages have an estimated 98% open rate and are read more than other combined channels.
- Most people have mobile phones on them several hours a day. Thus, they will likely read your text message within seconds of receiving it.
- People can opt in or out of receiving your SMS messages through a shortcode. The function of opt-in or opt-out ensures you don’t send SPAM.
- The opt-out rate of SMS campaigns is far less than that of email marketing.
- Time-sensitive offers like SMS marketing coupons are more likely to be redeemed and shared with friends than email or newspaper campaigns.
- SMS marketing is the most effective marketing medium for sparking consumer action, as people prefer receiving ads via SMS.
- Some estimate that people respond to SMS messages faster than email messages.
- SMS marketing is an excellent channel to engage and build loyal customers through offers and promos.
- SMS marketing is an inexpensive method of communication in comparison to traditional marketing.
- Integrating SMS marketing into your other marketing campaigns improves your chances of getting your message straight to your customers.
- Due to its 160-character limit, SMS marketing ensures your message goes straight to the point.
- SMS is an excellent channel for customer feedback via surveys, questionnaires and polls.
- A text message is unobtrusive since recipients can read and respond to your message at their convenience.
Video Transcript
SMS marketing is the most effective marketing medium for sparking consumer action as people prefer receiving ads via SMS. Click To Tweet5 Benefits of SMS Marketing for Business
These are benefits that are obtained almost immediately through SMS marketing. So, in marketing, when you want people to see something, send it by SMS.
Research shows people don’t leave home without their keys, wallet, and mobile phones. Research has also shown that most text messages are open within five minutes of receipt. So if you want to ensure people read your marketing message, send it by SMS. Although many people are yet to join the social media bandwagon, they may have a mobile phone.
You can have a two-way conversation with your customers via social media. You can also have the same via SMS.
A straightforward opt-in process of SMS leads to more personalised and targeted marketing. This process will lead to better results. For your SMS marketing to yield results, you must make sure that you build your contact list/SMS list and email mailing list from scratch. Build an opt-in process into it. Thus, only persons interested in your product and services sign up. This method ensures your SMS marketing offers are well-targeted and received. So your SMS is not treated as spam.
Do not send an SMS message if it is not well-targeted. Some mobile apps these days have various features to track the users’ exact location. If your mobile app has such features, take advantage of it. Use it to target your audience in their precise location etc.
This feature helps to make your message more personal and practical. Your SMS campaign is not well-targeted if you don’t know who you’re sending your SMS and the person’s needs. You are just throwing money down the drain.
Gather as much information as possible about the persons in your database. It enables you to market the right product or service to the right person at the right time.
When you launch your SMS campaign, subscribers stop considering it as marketing. They start thinking of it as content or service. Hence your digital marketing message will be received with enthusiasm and acted out.
SMS marketing is effective. Some estimate that the average response rate is 10% to 15%. It is better than 3% or less for other advertising mediums like email marketing.
SMS is flexible; you can schedule your SMS days, weeks or even months ahead of the campaign. Your messages will go out on the exact day/time that you specified. Also, this is not a problem if your subscribers are in different time zones.
Why SMS Marketing?
We live in a mobile world, and everyone is on the go! Do you want your business to stay ahead of the competition? Start using SMS marketing. Are you thinking of creative and engaging ways to use SMS in your business?
The mobile phone is by far the most commonly used communication device today. Mobile phones have continued to improve over the years, with more and more features and functionalities added each time. Today you can find more equipped smartphones than the average desktop/laptop computer!
Compared to other forms of marketing, SMS Marketing is relatively recent. It is a form of mobile marketing that uses short message services or text as a direct advertising medium. SMS has been around for about 30 years. Neil Papworth sent the first “Merry Christmas” text message on December 3, 1992. Research has shown that most SMS are open within five minutes of receipt. And SMS marketing performs better than email marketing concerning readership.
Unfortunately, today, some marketers have used SMS marketing as a channel for spam. They send bulk SMS to different persons who did not opt-in to receive text messages from the sender.
This prevalence of spam is why the SMS industry is trending towards opt-in-only systems. An opt-in system is where a subscriber consents to receive messages from the desired organisation.
When choosing your SMS marketing service provider, ensure they abide by this policy. Use it with other marketing channels like email, print, etc., for best results.
For best results, use SMS marketing with other marketing channels like email, print, etc. Click To TweetTo have a successful SMS marketing campaign, here are a few of the things you must make sure are in place:
- You need to understand what you are going to promote. Then decide if the SMS is the best channel for such a promotion.
- Use other marketing channels for advertising and supporting your SMS campaign.
- Get your staff involved in promoting it to their circle of friends.
- Have a solid monthly campaign plan in place. Use it to promote your business.
- Set the relevant yardsticks with which you will measure the ROI of your SMS campaign.
Adopting ethical standards in your SMS campaigns will reap significant results in your customers’ mobile messaging and communication. Do all these sound too intimidating? You can outsource your SMS marketing services to us.
Disadvantages of SMS Marketing
Low Opt-In
Though, as discussed above, the potential for interaction is high, getting users to engage via SMS marketing can sometimes be challenging. The first hurdle you have is encouraging people to opt in. Moreover, you can’t guarantee that somebody will open and read the messages.
Restricted Content
Your message must be short, 140-160 characters — insufficient space to get your news across.
Fraudulent Spam Messages
These days, people respond negatively to unwanted texts. So, ensure you have their permission to send them SMS and that your SMS marketing complies with privacy and data protection rules. Bombarding mobile phone users with repeated advertising messages sometimes does more harm than good. These many spam messages annoy, irritate and frustrate users who develop a negative attitude towards firms that send the texts, affecting their brand adversely. People are wary of responding to SMS messages because of increased fraudulent messages. Different laws require you to make your message marketing clear to the text recipient. Any commercial communications must be recognisable.
Repetition
Print, TV or radio advertisements are repeated several times to create brand awareness and retention. SMS messages must be worded each time differently. Otherwise, your users will almost certainly switch off and start to feel like they’re getting bombarded with your marketing message. They might even consider the texts spammy and unsubscribe.
Niche Audience
The disadvantage of having a niche audience that has opted-in is that you will reach fewer people than you would with an ad in a local or national newspaper, for instance.
Platform Diversity
Mobile devices rarely have any standards, as compared to PCs and laptops. They come in different shapes and sizes, and their screen size is never constant. Besides, mobile platforms vastly differ in using other operating systems and browsers. So, creating one campaign for them can get stressful.
Data Privacy Matters
Mobile marketers need to understand and respect people’s privacy online. So marketers should only indulge in permission-based promotional activities.
Navigation on Mobile Devices
Mobile phones usually come with a small screen and no mouse. It may be difficult for the user, even if the device has a touchscreen. Thus, most ads may go untouched, as the user may find it too tedious to look through each one.
Conclusion
In conclusion, SMS marketing is a powerful tool that businesses should consider when looking to grow their customer base. Many people are familiar with receiving mobile messages from companies and their favourite brands on mobile devices.
Have you tried SMS marketing? Share the experience of your SMS marketing effort with us. Need help with your SMS marketing or email marketing campaign? Contact us. We’ll help you craft a unique marketing message for your SMS campaign to grow your business.
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