The Effectiveness of SMS Messaging Nowadays: Myth or Reality?
With each passing day, the popularity of using SMS mailings to increase sales is growing rapidly. There are several reasons, and they are all quite convincing:
- low cost of SMS advertising,
- the ability to reach a wide range of audiences
- and, most importantly, confidence that the recipient will read the message – according to statistics, 90% of people read all incoming SMS.
The growing popularity of SMS-mailings is gaining threatening proportions and the disadvantage of this effective way of communicating with customers – is spam. However, companies that use mobile marketing tools often do not realize that there is a difference between authorized mailing and spam which provokes a negative reaction from consumers and violates a number of laws.
In this article, we will discuss the most popular myths about SMS marketing and SMS mailings, as well as try to understand whether they are all true or complete fiction. Also, as a bonus, you will receive SMS compliance guidelines – the information on how to use SMS messaging tools in such a way that it complies with international norms and regulations, thus being the most effective.
What is SMS marketing and why should we use it?
SMS marketing involves the distribution of marketing information about a product or service by sending it via SMS to mobile phones of consumer subscribers. Due to its interactivity (the ability to receive feedback from consumers) and its prevalence SMS marketing is considered a new effective way of direct communication with consumers and is one of the tools of so-called direct marketing.
The SMS messaging market has not just grown tenfold over the past two years, but also continues to grow rapidly. The forecast for the development of this segment of advertising is very optimistic because SMS marketing uses mobile phones as a channel, which, in addition to being personal means of communication, are already twice as common as TVs.
SMS marketing is of two types: push and pull. In the first case, the author of the information (let’s call it “advertiser”) himself initiates its sending to the consumer (for example, by SMS text in the database of mobile phones). In the second case, communication is initiated by the consumer when, as a result of advertising seen in the media, he sends an SMS to a short number of the mobile operator. In this case, the consumer receives an SMS with information from the advertiser.
Also read: How to Leverage an SMS Marketing Strategy
Myths on the effectiveness of SMS messaging: let’s debunk them!
Let’s look at the most common ones.
Myth # 1 – SMS equals spam
Many people think that by sending messages, the company will lose its reputation and become a spammer. However, this is not the case. The clients must give permission to receive information, thus they show that they need it. The sender requires literacy and correctness of the organization of the mailing. In this case, the consumer of services will be satisfied and will need your services. How do businesses collect SMS consent to send messages? We will tell you about it in the end.
Myth # 2 – SMS services exist for those who have no money for full-time advertising
Mobile marketing can serve as an additional or stand-alone branding tool. The high performance of this type of advertising and the benefits of mobile service have turned mobile marketing into a powerful weapon in the struggle for customers.
Myth # 3 – Texting is not cost-effective
This view exists among those who have no idea about modern technology. After all, you can notify tens of thousands of customers in just half a minute, as mailing is carried out automatically on a ready customer base. Writing a text by an experienced specialist will not take more than a minute.
Myth # 4 – Clients won’t want to receive SMS over time
If you take into account the rules of etiquette, namely deliver the message at the optimal time, not early in the morning and not late in the evening, and even more so at night, properly addressed, the communication with the client will be long, pleasant and useful. And effective eventually!
Myth # 5 – SMS texts are needed only for advertising
But no, they aren’t, let your imagination run wild a bit. The scope of mobile marketing is very wide. These can be entertainment campaigns and strictly informative messages. In the first case, for example, quizzes, raffles, in the second – notification of delivery of goods, crediting funds, reporting data to identify the customer. Anything to achieve the goal! Don’t be scared of one-way communication with such a range of types.
Myth # 6 – Cheap services from technical partners
As you know, there is only free cheese in a mousetrap. Quality services are not cheap, but in general, mobile marketing is profitable and less expensive. When choosing a representative of the mobile service, require round-the-clock technical support, and quick response to requests and requests.
Myth # 7 – It’s difficult to get a significant number of SMS subscribers due to compliance getting in the way
The myth of SMS compliance is probably the most common and, to be honest, we are a bit tired of it. Go back to the beginning of the article and see that nowadays there are tons of regulations and practices to make it effective, yet legal and ethical. Along with the reliable services you can be provided with SMS compliance guidelines which help your business to be even more protected, to increase sales and customer loyalty.
BONUS: Messaging compliance tips
If you have read this article carefully, you already have a set of useful tips on how to ensure effective SMS messaging according to the rules. Let’s not overlook TCPA, CTIA, and ADA global regulations. The rules are quite simple and available:
- Get a customer’s consent;
- For imported contacts as well;
- Make sure that your campaigns are as transparent as practicable;
- Be polite, don’t be stuffy, remember about the timing and digital etiquette
- National DNS Registry – you know what to do with it. Don’t touch these numbers.
We hope that we have dispelled some popular myths about SMS services and helped you to understand how to use text messaging legally, ethically, and efficiently.
Don’t forget that by sending mass marketing texts, you are targeting a wide audience. Therefore, the message and purpose of your message should be clear to everyone. Of course, the content depends on the nature and age of the client, but it is worth writing a universal SMS that any existing or potential client will like.
SMS marketing elements can be incorporated into any product promotion strategy. One has only to decide what value your messages will carry for the recipient and how to profitably present your message to the target audience.