As a marketer, it’s important to stay ahead of the curve when it comes to marketing tactics. That’s why text message (SMS) marketing is becoming increasingly popular among digital marketers. It allows for engaging conversations with customers in a way that is personal and immediate. Let’s break down how SMS marketing can benefit your business.

What Is Text Message (SMS) Marketing?

Text message marketing, also known as SMS marketing, is a digital marketing strategy that involves sending promotional messages or advertisements to customers via SMS text message. It is a quick and effective way to reach a large audience. It can be used to promote products, services, events, or special offers.

How Text Message (SMS) Marketing Works

SMS marketing works by sending promotional text messages to a list of opted-in customers or potential customers. Companies usually acquire these phone numbers through opt-in forms on their websites or through in-store sign-ups.

Customers can also opt-in to receive SMS messages by texting a keyword to a shortcode. Simply put, a shortcode is a five or six-digit number that marketers use to send and receive text messages.

Once a customer has opted-in to receive text messages, the company can send promotional messages or advertisements to their phone. These messages can include a call to action, such as a discount code or a link to a landing page, and are usually limited to 160 characters.

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Pros of SMS Marketing

There are several benefits to using SMS marketing as a digital marketing strategy.

  1. High Open and Click-Through Rates: SMS messages have a high open and click-through rate compared to other types of marketing channels. According to a study by Epsilon, SMS messages have an open rate of around 98% and a click-through rate of around 36%. This means that almost all SMS messages are opened, and a significant number of those are clicked on.
  2. Targeted and Personalized: SMS marketing allows companies to send targeted and personalized messages to specific segments of their audience. This can be done based on demographic information, location, or past behavior. Personalized messages are more likely to be relevant and engaging to the recipient, increasing the chances of conversion.
  3. Quick and Easy: SMS marketing is quick and easy to set up and execute. Companies can create and send SMS campaigns in a matter of minutes, and the results can be tracked in real time.

Cons of SMS Marketing

There are also some potential drawbacks to using SMS marketing as a digital marketing strategy.

  1. Limited Character Count: The limited character count of SMS messages can be a disadvantage. Companies have to be concise and clear in their messaging, which can be challenging when trying to convey a complex message or offer.
  2. Opt-In Required: In order to send SMS messages to customers, they must first opt-in to receive them. This means that companies have to work to build their SMS list and may not reach as large an audience as they would with other marketing channels.
  3. Potential for Misuse: As with any marketing channel, there is a potential for SMS marketing to be misused. Companies must ensure that they are following all laws and regulations, such as the CAN-SPAM Act, and that they are respecting the privacy of their customers.

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Best Practices For Text Message (SMS) Marketing

When using SMS marketing, there are some best practices you should keep in mind. This will help maximize its effectiveness and ensure compliance with regulations such as GDPR and CAN-SPAM Act.

First, always obtain permission before sending any messages out. This will help ensure that only opted-in users receive messages from your business instead of spamming contacts indiscriminately.

Additionally, keep messages short and concise so they are easily digestible by recipients. Nobody wants to scroll through an entire novel just to understand what you’re trying to say!

Lastly, include clear opt-out instructions at the end of each message. This is so users know how they can unsubscribe if they choose not to receive further communications from your business.

5 Top SMS Platforms To Consider Using

  1. Twilio – Twilio is a comprehensive SMS marketing platform that offers a range of features, including SMS campaigns, MMS messaging, message scheduling, and automation.
  2. EZ Texting – EZ Texting is a user-friendly SMS marketing platform that offers features such as campaign analytics, keyword campaigns, and integrations with popular CRMs.
  3. SlickText – SlickText is an SMS marketing platform that offers a range of features, including opt-in forms, automated campaigns, and integrations with popular e-commerce platforms.
  4. MobileMonkey – MobileMonkey is an SMS marketing platform that offers features such as chatbot integration, message automation, and integrations with popular social media platforms.
  5. Call Loop – Call Loop is an SMS marketing platform that offers features such as automated campaigns, message scheduling, and integrations with popular CRMs.

Bottom Line

SMS marketing can be a powerful and effective digital marketing strategy for reaching a large audience quickly and cost-effectively. However, it is important for companies to understand the pros and cons of SMS marketing. As well as, to use it responsibly in order to maximize its potential and avoid any potential pitfalls.