Let’s talk about text!

What is SMS marketing?

SMS: Short Messaging Service (commonly known as a text message).

SMS marketing: The practice of sending marketing messages by text message. 

SMS is a popular communication channel, with 91% of customers saying they’d opt-in for texts from businesses. It’s a sure-fire way to create an instant, one-to-one connection with your customers. More personal than an email, you can take advantage of RCS and rich and conversational messaging to take your SMS to the next level. In short, it’s a communication channel that will get your business noticed and remembered.

How effective is SMS marketing?

In a world where we check our mobile first, SMS can put your business straight into the hands of the customer, whether it’s a simple notification you need to send or a rich mobile experience or a particular conversation you want to start.

Here are four key reasons why SMS marketing should be essential to your marketing mix.

1. Mobile-friendly

Of all the reasons why businesses should move to a mobile-first strategy, the main reason is our reliance on our phones. Current research suggests that 48% of people are on their smartphone between four and eight hours a day, with seven in 10 of us checking any unread notifications in less than five minutes! It’s no surprise consumers actually expect to hear from businesses through text messaging.

2. Improves cost efficiency

Text messaging is more effective than most traditional marketing methods. Not only are messages sent almost instantly, but they’re also highly likely to be read and acted upon, creating measurable, attributable and, in our experience, high ROI for marketers. Campaigns can be deployed simply; text messages require little need for extra design or content resources, or they can be the driver to multi-media mobile experiences – whichever your business requires. SMS is also targeted – unlike mass media, you’re contacting a unique and engaged audience. Better still, you only pay for the messages you want to send – no complex subscription model required!

3. Complements other marketing strategies

SMS can be used alone, but you will gain the best results when it’s used alongside existing marketing communications, such as social media, email, WhatsApp Business Platform, direct mail and search advertising. Each channel can work together to create a unified message and voice for your brand. 

Also, the variety of touch points not only makes things more convenient for your customers but it places the power of choice back into their hands.

4. Boosts customer engagement

With an average open rate of 98%, a text message is 4 times more likely to be opened than an email. Not only is a text message an effective way to instantly connect with your customer base, it’s also a powerful way to connect with customers on a personal level. 

With the right SMS solution, you can choose who you target and create personalised SMS campaigns that help build long-lasting relationships with customers.

Whether you’re a small or large business, B2B or B2C, using SMS messaging as a marketing tool has many benefits. From allowing you to instantly reach customers, save resources, reduce your carbon footprint, and improve flexibility and efficiency, all while helping to build brand loyalty and trust. As a result, you will maximise your results and boost your ROI like never before. Want to learn more? Why not take a look at 9 real-life SMS marketing campaigns to inspire you.

SMS marketing regulations

Like other communication channels, there are some strict SMS regulations that businesses must understand before they send out their first text. For starters, customers must give you permission to contact them via SMS. 

The laws around SMS marketing will vary from country to country. In Australia, SMS marketing is covered by SPAM laws governed by  Australian Communications and Media Authority (ACMA) most marketers will already be familiar with these. You can discover more about these here.