Why SMS Messaging Works for Marketing
Consumers would rather give up sex than their smartphones. There are few moments of our days when our smartphones are not within reach. Many people even sleep with their phone on their nightstands. But more interesting than the importance of the smartphone in our lives is the function that’s experiencing meteoric growth: SMS messaging.

Research from Twilio finds that 9 out of 10 global consumers want to use messaging to talk to businesses. Half of them prefer using native SMS to do so. And 85% say they’d like to reply to a message from a business. This is a definite indicator that messaging is the new conversation for businesses with their customers.

People who prefer messaging say it has improved their lives by making communication simpler, more thoughtful, and more engaging. They use messaging to stay in touch, share with more people quickly, and more easily meet up or interact with groups—as well as to text message in one-to-one conversations. Messaging is seen as convenient, economical, and efficient. It’s also become second nature to mobile phone users who are used to being connected, no matter where they are.

You may be wondering what this has to do with your marketing programs. When asked what they see as the future of messaging, 67% expect to use messaging to communicate more with businesses over the next two years.

Messaging use cases include all phases of the customer lifecycle, enabling your customers to:

Engage
  • Ask questions
  • Access relevant information via keyword
  • Inquire about hours, locations, and inventory
  • Learn about products and services
  • Discover offers and discounts
  • Register for an event
Buy
  • Make or confirm appointments
  • Purchase or place an order
  • Receive shipping or delivery notifications
  • Learn about complementary products
Use
  • Provide feedback and reviews
  • Request service and support
  • Learn to use a product
  • Participate in your loyalty program

SMS Messaging Works for Marketing because it’s Preferred by Consumers

Time is our most precious resource. It’s the one thing we can’t get more of. This is also why people’s attention spans have decreased to less than that of a goldfish. At a time when emails go unopened and social streams move too fast to guarantee attention, SMS messaging serves to attract that elusive attention all marketers hope to capture.

Here’s why:
  • 97% of your buyers use messaging every single day
  • 90% of them would prefer to hear from you via message than any other form of communication
  • 80% of consumers use texting for business purposes
  • 35% of them can’t go 10 minutes without checking and responding to a text

Most importantly, SMS messages have a 99% open rate and 50% of them get a response. Including links in your SMS messages is likely to result in a 45% click through rate. When compared to the average click through rate of email, at 3.2%, it’s not hard to see the upside.

But SMS messages can also help marketers increase those lagging email response rates. Sending an SMS message with a simple “Have you read our email?” can result in a lift to email open rates of between 20–30%.

However, the biggest appeal to marketers for SMS messaging programs may be its immediacy. Because text messages are accessed and responded to so quickly, they’re great for driving urgency and action. Coupons, discounts, and vouchers have seen more than 8X the redemption rate that offers made in other channels receive.

SMS messages, at 160 characters, are fast to read and dead simple to respond to and use. Because it’s a two-way communication channel, SMS messaging also provides benefits to marketers by being able to gather additional information and data about your leads that you can use to improve the relevance of your messaging conversations.

The first step to launching an SMS campaign is to create a strategy to get your customers and potential customers to opt-in to receive your SMS messages. That’s what we’ll be sharing in an upcoming post.

In the meantime, if you have questions or would like to see use cases, simply message “DEMO, FirstName, Email” to 36343 or contact us at sales@sms-magic.com

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