As a marketer, you’ve grown accustomed to lead generation channels such as email, Google Ads, and Facebook Ads. But mobile phones have opened up an entirely new channel for brands to reach a highly targeted audience: SMS Marketing. The use of SMS marketing is quickly emerging as one of the best and most reliable ways to successfully communicate with your customer.
You may ask yourself, “Why should we use SMS Marketing?” The answer is simple: “Your customers are texting, so why aren’t you?” Text message marketing gives you the perfect opportunity to connect with your customers on the devices they carry with them all day, every day. If that’s not enough to get you to think about incorporating SMS Marketing into your marketing mix, here are 5 more reasons to consider.
SMS Marketing: connecting brands and customers
1. SMS is Personal
Your customers have a very personal relationship with their phones. It’s the way customers engage with their friends and family. In fact, it’s the very first thing most people reach for when they wake up. Once your brand is invited into this inner circle — caveat: you need permission — you’ll have an immediate, more intimate way to have a one-to-one conversation with your customer.
2. SMS is Simple
SMS Marketing provides brands with an uncomplicated way to connect with customers. It doesn’t get much simpler than sending a text. For marketers, though, the trick is to be able to have an engaging chat when limited to around 160 characters at a time. Brief messages featuring incentive contests, coupon redemption, opt-in surveys, and polls help move the conversation along. Tip: Include your SMS number or a shortcode on your direct mail, email, website, and social media pages. This can be a proven way to entice consumers to opt-in to your SMS marketing programs.
3. SMS is Highly Targeted
A consumer’s relationship with their phone, combined with a permission-based relationship with your brand, is a powerful marketing tool. Surprisingly, the majority of consumers are actually receptive to interacting with businesses via text, just like they do with their family and friends. With their permission, this receptive audience can be a lucrative one. But don’t overdo it. No one wants their phone swamped with unwanted texts. As a best practice, consider that more than 2–4 texts a month risks annoying your customer. If your offer is relevant and written specifically for the individual customer, you are sure to make a connection. You can also send a mass text — targeting a bigger audience — with a coupon or special offer they can’t resist.
4. SMS Outperforms Other Channels
SMS Marketing boasts greater immediacy and attention than other digital marketing methods: from open rates to delivery, SMS topples email, Facebook, and push notification. When compared to other advertising categories, according to Mobile Marketer, SMS Marketing can lead to higher engagement rates and enviable ROI. While SMS outperforms other channels by leaps and bounds, it’s even more effective when used in conjunction with voice, email, push notification, and other channels, as an integrated part of your digital and mobile marketing strategy.
5. SMS is Easy to Implement, Manage, and Track
With most SMS marketing tools, you can quickly and easily monitor and measure the performance of each SMS marketing campaign. Because Text Marketing is permission-based, you’re off to an excellent start: you know exactly who you are messaging and, because of that, you can capture highly specific data about your customers including demographics, interests, purchase history, and more! Proving marketing value is the holy grail for every marketer, and SMS Marketing, if properly integrated into your CRM, allows you to measure the real-time performance of your text messaging campaigns — even mass texting can be tracked with proficiency.