SMS Marketing: Definition, Benefits And Best Practices
Updated: Jan 13
In case you missed it, your competitors have been sending SMSes and texts to their clients.
Ordinarily treated as the bastard child, SMS Marketing is now at the table and being served the main course.
What Is SMS Marketing?
SMS marketing is the practice of sending marketing messages by text message. It is a kind of opt-in marketing where customers subscribe to get the information.
The abbreviation “SMS” is for “short message service. This communication might be a one-on-one conversation between a staff member and a customer. It could be an automated text triggered by a customer action, or it could even be part of a mass text sent to a group of customers who have opted in to receive texts from your business.
Related: Here Is Why You Need Email Marketing
SMS Marketing Examples
Including SMS marketing as part of your marketing strategy opens you up to using promotional and transactional text messages.
1. Promotional text messages
Promotional SMS messages are intended to increase sales, promote a product, or build brand awareness.
These messages let your customers know about the launch of a new product, offer a special sale or promotion, share company announcements, promote branded events, and even provide tips on how to best use the products you’re selling.
2. Transactional text messages
Transactional SMS messages contain information your customers need, like order confirmation details or shipping information. If a customer makes a purchase, texting them delivery updates could be a great way to keep them informed and build customer loyalty.
Benefits Of SMS Marketing
Consumers are becoming more and more comfortable interacting with businesses on their mobile devices. In many cases, they expect to be able to reach businesses by messaging or text.
1. High Open Message Rate
SMSes and texts boast a high message open rate. The average open rate of a text message sits at about 99%, with 97% of messages being read within 15 minutes of delivery.
Type your message and hit send. Chances are very high the customer will see the message. The engagement rate is through the roof.
2. Instant communication
People open their texts instantly. Therefore, SMSes and texts are highly advisable for product launches, promotions.
Customers detest finding out about reasonable offers from you from secondary sources or even email. They take a while to read their emails anyway. They are highly likely to take action the moment they open your text message.
3. Preferred means of communication.
89% of consumers would prefer to interact with businesses via Text Messaging rather than a phone call.
Furthermore, texts are non-intrusive. Whereas the phone call notifications stick on your screen even you are n the middle of essential things, texts can be ignored and checked on later.
Small businesses succeed with SMS marketing because their budget is small, but the return is more significant. Rather than assign a considerable chunk of your budget to email marketing, which emails may not be opened, the text message open rate is at 99%.
The Best SMS Marketing Practices
1. Get the opt-in go green light
Chances are high you have gotten your customer's numbers already. So before bombarding them with text messages, make sure you get the go-ahead for you to send them SMSes.
You can send the gratitude method, thanking them for providing the number and asking if they would be interested in SMSes in the future.
2. Include Opt-Out option
This is a highly advised practice. It is a possibility that the customers will get tired of getting your texts. So make it easy for them to stop your text messaging.
You should include unsubscribing information even for transactional messages like shipping updates or appointment reminders. Not everyone wants to get these kinds of details by text.
3. Identify Yourself
It is only fitting that you don't assume the clients will recognize you. SMS marketing campaigns from unidentified sources see a low engagement rate. In addition, the message may be coming from an unrecognizable number. Use the introduction in your SMS marketing campaign to identify yourself and who you represent.
4. Timing is key
It is crucial to read the room. From behavior, likes and preferences, you can understand the best times to send SMSes to your customers. For example, you don't want to be sending critical information when your clients are sleeping.
SMS Marketing Software
MonkeyPesa is an all-in-one messaging software, gathering all your customer service messaging—from SMS, social media, WhatsApp, into one inbox.
Accessible Communication is a giant step into maintaining good relationships with clients. Strong relationships generate more sales and support, improve client satisfaction, and can even reduce business expenses.
Social Media is a very relevant tool of sales and marketing today. Every passing day, there is a new social media channel your clients and prospects sign up for. MonkeyPesa provides a centralized location for all your social media interactions — tweets, posts, reels, videos, comments, replies, Direct Messages.