SMS marketing - what it is and how to use text messaging for business

SMS marketing is an increasingly common form of marketing communication that uses short text messages to contact customers directly. It is an effective tool that allows companies to quickly communicate relevant information, promotions and notifications. In today's marketing strategies, SMS marketing plays an important role in establishing direct contact with recipients and increasing customer loyalty.

Table of contents: 

• What is SMS Marketing?
• How can SMS be used effectively in marketing?
• Advantages of SMS marketing over other forms of communication
• Creating engaging SMS content as the key to an effective campaign
• SMS advertising as a tool to effectively reach customers
  
  

What is SMS Marketing?

SMS marketing is the use of short text messages to communicate directly with customers to provide marketing information. It is a form of direct communication that allows businesses to reach their target audience quickly and effectively. A key feature of SMS marketing is the ability to reach recipients instantly, making this form of communication particularly effective in situations where a quick message is required, such as promotions, important event notifications or marketing campaigns. Due to the short format of SMS messages, content is easily digested by recipients and has a high chance of being noticed and read immediately. SMS marketing is also an effective tool for building customer relationships by personalising content and tailoring offers to individual recipients.

How can SMS be used effectively in marketing?

SMS is a powerful marketing tool that allows you to communicate directly with customers in an immediate and personal way. It pays to maximise its potential:

• Precise target audience definition: Clearly defined audience segments based on demographics, purchasing behaviour and preferences.
• Adapt content to SMS format: Short, concise text messages that are easy to digest for quick review.
• Determine the optimal frequency of mailings: Regular but not intrusive contact with recipients to keep them engaged without discouraging them with excessive messages.
• Monitor and analyse results: Use advanced analytics tools to track open, click-through and conversion rates so you can continually improve your campaigns and make them more effective.

Successful use of SMS requires an understanding of customer needs and expectations, and the ability to adapt strategies to changing market conditions and audience preferences.

Find out how we activate communication in the SMS channel.

Advantages of SMS marketing over other forms of communication

SMS marketing stands out from other forms of communication with several important advantages that make it an extremely effective tool in the hands of businesses. Firstly, SMS has an exceptionally high open rate of around 98%, which means that these messages are almost always read by recipients. Compared to emails, which often end up in the spam folder or are ignored, SMS reaches the user's inbox directly.

Another advantage is the speed and immediacy of the communication. SMS messages are typically read within minutes of receipt, allowing businesses to communicate urgent information, promotions or reminders in real time. This makes it possible to respond immediately to customer needs and dynamically adapt the marketing strategy.

SMS marketing also offers a high degree of personalisation and message relevance. The ability to segment the database allows businesses to send personalised messages to selected groups of recipients, increasing the engagement and effectiveness of SMS campaigns. Compared to traditional advertising or even social media, SMS allows for more precise targeting and delivery of content that is more relevant and interesting to the individual.

Another advantage is the low cost of SMS campaigns compared to other forms of advertising such as TV, radio or print. Although costs can vary depending on the operator and the scale of the campaign, SMS marketing remains relatively inexpensive, especially given its high effectiveness.

Read also: iMessage vs SMS vs RCS - what's the difference?

Creating engaging SMS content as the key to an effective campaign

Creating engaging SMS content is a key element of an effective marketing campaign and can make a significant difference to its success. Unlike other forms of communication, SMS is short and direct, so each message needs to be thoughtful and precise. Here are some tips on how to create effective SMS content:

1. Clarity and conciseness: Every message should be simple and concise, avoiding unnecessary words. The recipient should be able to understand the message immediately.
2. Personalisation: Address the recipient by name and consider their previous purchasing behaviour to make the message more personal and engaging.
3. Content appeal: The content should be interesting and valuable to the recipient. This can be achieved by offering exclusive promotions, discounts or important information.
4. Urgency: Adding a time limit to the offer, such as "Today only" or "Offer valid until midnight" can be effective in motivating quicker action.
5. Clear call to action (CTA): Each SMS should include a clear CTA, such as "Visit our website now" or "Use code RABAT10".
6. Clarity: Make sure the message is clear and aesthetically pleasing, without an excess of abbreviations or unnecessary symbols.

Also check: The evolution of mobile marketing: From SMS to RCS Chat

SMS advertising as a tool to effectively reach customers

SMS advertising is one of the most effective marketing communications tools available. Thanks to its immediacy and high open rate, SMS allows key information to be communicated to customers quickly and effectively. The tool is easy to use, low cost and can be personalised to increase recipient engagement. Using SMS marketing, companies can effectively promote their products, inform about promotions and build lasting relationships with customers. This is particularly important in today's dynamic and competitive business environment, where quick and effective contact with customers is critical to success.