Is SMS Marketing Still Relevant in 2020?

Let’s be honest, getting ahold of your customers in 2020 can sometimes be, well, difficult.

Just as marketers are constantly on-the-go, so are the folks you’re trying to sell to.

That’s why sticking to a single marketing channel isn’t exactly a great idea anymore.

Businesses need to be anywhere and everywhere their customers are, especially since those customers are glued to their smartphones like never before.

Does SMS Still “Work?” Let’s Look at the Numbers

If you have your doubts about SMS, we don’t blame you.

Given that marketers are constantly looking for “the next big thing,” SMS marketing might not seem like much to get excited about. However, the numbers don’t lie when it comes to just how valuable SMS can be in your customers’ hands – literally!

On average, people spend nearly four hours per day on their smartphones (source).

With some studies noting that some consumers check their phones hundreds of times per day, there’s no better place to reach your target audience. Much like there’s a need for mobile-friendly emails, businesses need specific tactics that appeal to customers on-the-go. That’s exactly what SMS marketing can do.

SMS messages are “can’t-miss” for consumers, boasting a 98% read-rate (source).

Oh, and let’s not forget a staggering 45% response rate.

It’s also worth noting that SMS is capable of reaching customers via notifications.

For example, any given text results in a *ding* and notification on your lock screen – you don’t even need to open an app to see it. On the flip side, some emails might not always show up in your customers’ notifications due to deliverability issues.

SMS is most consumers’ preferred method of contact, with 90% willing to engage businesses via text (source).

What Does an Effective SMS Campaign Look Like in 2020?

Use SMS To Supplement Your Existing Marketing Campaigns

SMS works best when it works in tandem with your email campaigns versus standing alone.

For example, let’s say it’s the final day of your business’s big seasonal promotion. If someone’s been sleeping on your emails for whatever reason, a text is a perfect way to nudge them to take action. Below is a great example of a simple, time-sensitive text that points to a specific call-to-action based on an existing campaign.


Promote Your Phone List Wherever Possible

Phone sign-ups aren’t going to happen by accident.

Just like you’d promote your email list, you should also let people know exclusive offers from your text messages.

After all, people want to feel like they’re getting the best deals possible, right? Check out how Chico’s advertises a percentage-off for joining their phone list.


Inject Some Personality Into Your Campaigns

As we noted earlier, SMS campaigns shouldn’t feel like they were written by a robot. Whether it’s referring to your recipients by name or just writing in a conversational tone, a little bit of personality goes a long way.


Put Your SMS Efforts On Autopilot

Last but not least, SMS campaigns should be part of your automation strategy versus something you do “by hand.”

For example, SMS marketing tools allow you to schedule your SMS campaigns based on specific actions and behaviors of your customers.

Here’s a visualization of how our SMS automation works.


Let’s say someone misses out on a webinar or doesn’t take advantage of an offer. Rather than track them down manually with follow-ups, you can send automated, personalized SMS messages as a sort of “second chance” to get that customer back. In a sense, you can think of SMS marketing like cart abandonment emails that keep customers in your funnel.

You can also use SMS to reward certain segments of your audience. For example, you can run a text-specific offer for your most loyal customers on your list. On the flip side, you could run a discount offer for people who haven’t made a purchase or engaged with your business in the past few months.

Automating your text campaigns alongside your email marketing campaigns flat out makes sense to make the most of your time and budget.

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