As more brands are looking to target customers on the move, short message service marketing (SMS) is popping up (literally) more and more. It has become an essential part of effective multi-channel marketing, so 2021 is the year you should take advantage of this highly adopted strategy. Not sure how? Let’s take a closer look at what SMS marketing is, along with a few things you should keep in mind when using it:
Let’s start with the basics. Before you can become the master of a task, you need to understand what you’re supposed to be achieving. When it comes to SMS or the act of sending promo materials via text message, you must know why you should use this tool and when it works best for specific brands.
SMS is a great marketing tool to use when communicating offers and information to existing and potential customers who have allowed you to send them text messages. This is because people have their phones on them at all times, and you can hit your targets when they’re willing to view your messages in the places where they’re most likely to see them.
SMS is one of the strongest marketing tools out there, and for good reasons. Here are just a few of them:
SMS is a useful marketing tool because people tend to have their phones on them all the time. This is particularly relevant if you’re targeting millennials or Gen Z customers, but that doesn’t mean other demographics aren’t relevant. Sure, people don’t shower with their phones, but they’re with their devices nearly 100% of the time otherwise. This means you can talk to people via SMS because phones are no longer just communication tools; they’re extensions of us.
If you’re comparing email marketing campaigns to your text messaging efforts, texting is expected to win every time. According to Gartner, SMS marketing is more effective because it has an average open rate of 98%. Email, while helpful, can only garner an average open rate of around 20%. Plus, when someone does respond to your emails, it takes more than an hour and a half. On the contrary, it only takes about 90 seconds to see and respond to an SMS message.
The total cost of SMS marketing typically depends on how many messages you plan to send and which provider you use. On average, you should plan to spend between $30 to $100 per month on your SMS marketing campaign. And, since nearly all text messages are opened, you can reach your customers for pennies or less per person. That’s a pretty cost-effective strategy!
Text messaging is one of the first things people do when using a phone, and it’s a communication channel that’s intergenerational. With people of all ages and backgrounds using SMS, text message marketing enables you to reach wider audiences.
Faster than a speeding train, your messages can go from your CMS platform to your customers’ phones. The average text is opened in less than two minutes of receipt, making SMS marketing an excellent channel for time-sensitive offers and flash sales. Plus, with this tool, you have the opportunity to build out automations for after a customer opts-in to receive your brand’s communications, signs up for tracking or announcements, leaves a review, and more. Setting up automated messages lets you build relationships with your audience while focusing on other areas of the business.
People not only want to know what’s going on, but they want to feel as though they’re the only ones who do. SMS marketing can inform your customers about special offers, events, and news that will matter most to them while catering to the in-the-know mindset. You’ll boost engagement and bolster loyalty when you create campaigns that make people feel special because they’re part of your universe. And with 2-way SMS becoming more available, users now have the option to reply to the messages you send. Having this tool will change customer engagement as we know it.
Zero Gravity Marketing (ZGM) is a full-suite marketing company that can deliver outstanding results to companies of all sizes. If you need help ensuring your SMS marketing is on point, we’re here to help. Contact us today to learn more!