By Berta Ventura, on 12 September 2024
Despite being a highly effective strategy, particularly due to its high open rate, SMS Marketing isn't always considered as a digital marketing strategy. Because of this, we want to explain what this strategy entails and why you should consider implementing it in your upcoming marketing campaigns.
Definition of SMS Marketing
SMS Marketing involves the sending mass text messages to sell, retain, or inform people about news, discounts, promotions, etc.
These messages can be sent to subscribers who have provided their phone numbers and agreed to receive notifications on their smartphones via SMS.
Types of SMS Marketing
There are different types of messages within SMS Marketing based on their objectives, which are the following:
- Reminder: Used to send notifications related to an appointment or reservation, typically indicating the date, time, and location of the event.
- Confirmation: Indicates that a registration, purchase, or any action has been successfully completed.
- Order status: Allows the customer to track their order without needing to check the website.
- Special dates: Used for calendar-marked dates like Valentine's Day or Black Friday to inform people about discounts, promotions, offers, etc.
- Offers and promotions: Informs customers about offers, promotions, or discounts they might be interested in.
In essence, the messaging service can be used to inform people about virtually any action taken by a brand that might interest customers.
Benefits of SMS Marketing
While not all companies have implemented SMS marketing in their campaigns, it offers clear benefits, such as:
- Direct and concise messaging: It is one of the most immediate channels as delivery occurs within seconds, and it's also one of the most concise methods since a lot can be conveyed with a quick text.
- Message customization option: Text messages can be personalized. For example, the company's name can be added as the sender so the customer knows where it's coming from, and any desired information can be included in the body. Segmentation can also be done to reach specific customers.
- Mass sending: SMS messages can be sent to a large number of users at once with just one click. There are numerous platforms available for this purpose, some of which send SMS for as little as 3 cents.
- Immediate communication with the user: The message reaches the user within seconds (if their smartphone has coverage), allowing for urgent information to be delivered quickly and directly.
- Integration with other channels: This strategy is fully compatible with others. In fact, when combined with email marketing and social ads, successful marketing campaigns can be executed. However, it's not recommended to rely solely on the messaging service to communicate with the customer.
- Tracking capabilities: Tracking can be implemented to determine the number of customers who receive and read the SMS. This enables brands to design much more specific campaigns, improve them, and reduce costs.
- Higher open rates: While many emails remain unopened, it has been observed that the SMS open rate reaches and surpasses 90% within a few minutes. This means it's one of the most effective channels for delivering information to the customer.
- Ideal for emerging markets: You don't need to be a big brand to use SMS marketing, as it adapts very easily to all types of companies.
In conclusion, SMS Marketing is a strategy that should be implemented in your campaigns because of its high effectiveness and low cost.
