Not surprisingly, companies are constantly looking for new ways to connect with customers and promote their products and services. SMS marketing is one such strategy that has grown significantly in recent years. Brands have realized the value of adding text messaging to their marketing strategy as more and more consumers rely on their mobile devices to communicate and access information. In this detailed guide, we'll take a look at the issues and factors to consider for SMS marketing growth, channel success, and more.
SMS marketing has become a powerful tool for brands to connect with their target audience. Unlike other marketing channels like email. email or social media, text messages have surprisingly high open rates. According to Insider Intelligence, text messages have a staggering 97% read rate within 15 minutes of delivery , which is significantly higher than email. Also, consumers are more likely to click on text messages than emails. in emails, making them attractive to marketers.
Erin Blake, vice president of communications strategy at digital marketing agency Digitas, highlights the importance of getting someone's phone number for marketers. He says. "There's a reason so many brands care about SMS as a marketing channel, and that's why you see so many of them now."
There are a number of reasons marketers are increasingly turning to text messaging to connect with consumers. One important factor is the speed and nature of real-time text messaging . Unlike emails, which can go unnoticed or ignored for days, messages are often answered within minutes. This instant response time allows brands to more effectively engage with their audiences and drive immediate action.
Sarah Varney, director of SMS marketing platform Attentive, explains that text has become the new conduit amid changing privacy rules and the decline of other traditional marketing formats. It highlights how privacy laws in Europe, such as the GDPR, make it difficult for businesses to track and redirect customers, leading to alternative channels such as text messaging.
While SMS marketing offers many benefits, there are issues and considerations brands need to be aware of. One of the main challenges is finding the right balance between customer acquisition and spam prevention. A survey by data company Validity found that 93% of respondents are annoyed at least sometimes by marketing text messages, and 84% receive text messages from companies they can't remember signing up with. . This highlights the importance of brands using SMS marketing carefully and respectfully, without overwhelming consumers with excessive messaging.
Another problem is the lack of text message filtering options. Unlike e-mail, which often has separate spam or advertising folders, all text messages are consolidated into one inbox. This means that brand copy is mixed with personal messages, which can make it difficult for consumers to distinguish important messages from marketing content. Brands must be aware of this and strive to offer value and relevance to their model in order to maintain consumer trust.
To use SMS marketing effectively, brands need to follow best practices that put consumer experience first and build trust. One approach is to get consumers to opt-in to receiving text messages. This can be done in a number of ways, such as offering discounts or exclusive content in exchange for their phone numbers. According to a survey conducted by Attentive, 91% of global consumers have subscribed to or are interested in SMS, indicating a willingness to engage with brands via SMS.
First reported by Vox.
