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 What is SMS marketing? Why does a business need it?
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14.4.2024

What is SMS marketing? Why do businesses need it?

In a digital age where every morning starts with checking messages and social media, SMS marketing remains one of the most powerful tools in a business's arsenal for achieving a direct connection with its audience.

Contrary to popular belief that the SMS era is a thing of the past, this communication channel has not only remained relevant but has demonstrated a unique ability to deliver high levels of customer engagement. In this article, you will learn:

  • What is SMS marketing?
  • Why is it effective?
  • How to apply it to a business?
  • What are some SMS strategies?
  • How to start SMS marketing?

What is SMS marketing?

SMS marketing is a marketing strategy in which companies use short messages (SMS) to advertise their products, services, or brand to a target audience. This strategy involves sending short but capacious SMS that can carry information about products, services, or promotions directly into consumers' pockets. SMS marketing is characterized by high read probability and open messages, providing direct interaction with the audience. Key benefits of SMS newsletters include instant message delivery, high readability, content personalization, and the ability to quickly drive sales or inform customers of important events and offers:

Catch a 30% discount on 4 Cheese pizzas. The promotion is valid until 12/06

The opening of our new coffee shop is tomorrow! We are waiting for you at...

Why it's effective.

SMS marketing remains an effective communication tool between brands and their customers for several reasons:

Efficiency: 

Almost every SMS message sent by a company reaches its recipient. Moreover, most people read the SMS immediately after receiving it, which ensures a high level of attention to the information the business wants to convey.

Instant Interaction: 

SMS texting allows information to be delivered instantly, which is ideal for urgent messages such as the latest news, special offers, or reminders.

Broad audience reach: 

Since cell phones are one of the most common devices among the population, bulk SMS newsletters allow you to reach a wide audience, including those who may not have access to the internet.

Personalization: 

SMS campaigns can be easily customized for different audience segments, increasing the relevance and effectiveness of messages.

Simplicity and accessibility: 

Creating and sending SMS messages requires little cost or complex training, making SMS marketing accessible to even small and medium-sized businesses.

High ROI (return on investment): 

Due to its high effectiveness and relatively low cost, SMS marketing often results in a high ROI compared to other marketing channels.

Immediate Response: 

SMS marketing allows you to receive instant feedback from customers, such as through direct responses or the use of shortcodes, which facilitates quick feedback collection and evaluation of campaign effectiveness.

How to apply to business?

While it is simple to launch SMS campaigns, their success will depend on several important factors, from legal compliance to accurate message personalization. In this block, we have compiled key aspects that will help you understand the basics of SMS marketing to effectively utilize this tool to achieve your business goals.

Action

Details

Obtaining authorization

It is important to gather a base of customers who have given personalized consent to receive communications from your business, complying with legal requirements.

Sending tools

To automate the process, use specialized SMS marketing software or integrated systems that combine loyalty and marketing functions.

Message creation

Strive for brevity and clarity in your SMS, limiting yourself to about 160 characters and including a clear call to action.

Target audience and timing

Segment your customers by behavioral characteristics and send messages according to their preferences and behaviors to maximize effectiveness.

Segmentation and personalization

Use tools that automatically categorize customers into segments based on data to provide the most relevant and personalized communication.

What are some SMS strategies?

SMS marketing function

Advantages

Business applications

How it works

Example text message

Coupons

Increasing loyalty and attracting new customers

Sending exclusive discounts and offers to drive traffic and sales

SMS with coupons are sent to both regular and potential customers, offering them special conditions

Grab a personalized promo code for your next order

Surveys

Collecting feedback and improving services

Finding out clients' preferences for fitness programs or wellness services

Organization of SMS surveys to assess customer interests and collect suggestions for improvement

We appreciate your opinion. Leave your feedback here:

Contests and referrals

Increase engagement and visibility

Promotions with prizes to stimulate activity and attract new audiences

SMS contests where clients can win prizes for referrals or active participation

Fitness Friend Contest Start. Bring a friend and win a free month of training for two.

Autoresponders

Automation of communication and promptness of responses

Automatically welcome new subscribers or thank them for their participation

Configuring autoresponders to send predefined messages in response to customer actions

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How to start SMS marketing?

To get started with SMS marketing, there are a few important steps to follow to effectively incorporate this tool into your marketing strategy:

  1. Define your goals

Before launching a campaign, clearly define what you want to achieve with SMS marketing. It could be to increase sales, build brand awareness, collect customer feedback, or maintain loyalty.

  1. Gather a base of subscribers

The law requires that you have explicit consent from recipients to send them an SMS. You can gather this base through online subscription forms on your website, in-store sign-ups, or through special promotions.

  1. Choose a platform for your mailing list

Use specialized SMS marketing software that will allow you to automate sending messages, segment your audience, and analyze campaign results.

  1. Develop message content

Create short, clear, and relevant posts with a clear call to action. Make sure each message brings value to your subscribers.

  1. Plan your mailing schedule

Determine the best time and frequency to send messages to maximize engagement without overwhelming your customers.

  1. Run a test campaign

Before a large-scale mailing, test with a small group of subscribers to ensure the messages are effective and the platform is technically sound.

  1. Analyze and optimize

After each mailing, analyze key performance indicators (opens, clicks, conversions) and adjust your strategy to improve results.

Starting SMS marketing means not only launching a mailing but also building a communication strategy that meets the needs and expectations of your audience while complying with legal requirements.

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