Technology has revolutionized communication. And in today’s digital age, businesses are on a seemingly unending quest to maximize reach. If you’re an entrepreneur, you surely are, too. Fortunately, raising brand awareness and putting your product or service in front of your audience is easier nowadays. Provided that you have the right strategies in place, you can utilize various digital channels to promote your business – social media, email, and websites.
However, even with the rise of digital platforms, it’d be a mistake for business owners to think that traditional methods of communication like short message service (SMS) are dead. In fact, with 7.33 billion people worldwide using a mobile phone every day, SMS remains strong as a communication tool.
Ever wondered if SMS should still be part of your brand’s comprehensive marketing strategy? We think it should, and here’s why:
Advantages of SMS
The benefits of SMS make marketing experts agree that business owners should still send SMS to connect with their prospects and existing customers. These include the following:
High open rates: Compared to digital channels like email, you’d be surprised to know that SMS’ open rates are unparalleled. It’s a whopping 98%! That stat alone makes it an ideal method for reaching and engaging with your target audience. After all, the main goal is for your brand’s message to be seen by your prospects and existing customers, right?
Fast delivery: Believe it or not, SMS also takes the lead when it comes to instant communication. Within a couple of seconds, information reaches the intended recipients, making this channel a perfect means for delivering time-sensitive messages. Urgent alerts or limited promotional offers? SMS can take care of these things for you through swift delivery.
Universally accessible: Digital platforms require an internet connection or specific apps to work. SMS doesn’t. It’s universally accessible. It also doesn’t care whether your target audience is using a basic phone or a smartphone. As long as the device has a telecom signal, SMS is functional. So, if you feel that social media, email, or website is limiting your ability to reach a wider range of audience segments, maybe try SMS?
User-friendly interface: Not everyone knows how to use social media platforms or email, but every mobile phone user can open and read a text message. That’s because SMS has a user-friendly interface. It also means that your recipients can respond to your messages with ease. Moreover, thanks to the service’s familiar and hassle-free nature, communicating with your target audience through it fosters two-way communication and engagement. Admit it; that’s something that’s not always possible with digital platforms and their complex interfaces.Those are only some of the advantages of SMS. They all contribute to its ongoing relevance as a communication tool, even in the digital age.
Reasons why SMS still dominates
Exactly why SMS still reigns supreme despite the world becoming more and more digital? Here are the most significant reasons:
Consumers still prefer SMS over other digital communication channels: We mentioned that SMS has a high open rate, right? Many consumers still prefer SMS for its immediacy and convenience, and that could explain the statistics. There’s no need to access a computer or log in to an account, so even Gen Zs favour it as a communication tool. That preference will translate to higher engagement and response rates with the right SMS marketing strategy.
High number of mobile users: As already mentioned, there are billions of individuals who not only own a mobile phone but also use it every day. With that number, the potential reach through SMS for businesses is immense. Add to it the fact that you can reach mobile users regardless of their location or demographic, as long as they have a telecom signal.
Increasing effectiveness of SMS marketing strategies: Any marketing strategy requires time to master. The same is true for SMS marketing. Over time, businesses have become more adept at it. With techniques such as automation, segmentation, and personalization properly employed, imagine the wonders that SMS marketing can do to your bottom line.
Integration with other digital channels: Another factor that further enhances SMS’ relevance in the digital era is its seamless integration with other marketing channels. In fact, a lot of businesses combine SMS with social media, email, and mobile app marketing for more effective campaigns. In a business landscape that’s becoming more and more competitive, a comprehensive and multi-faceted marketing strategy just makes sense. Ever tried using SMS to drive traffic to your social media page or reinforce your email campaign? If you haven’t yet, you’re missing out on conversion opportunities big time!The abovementioned reasons surely are strong enough to keep SMS a crucial part of marketing efforts in this day and age.
Different types of SMS strategies
At this point, why SMS still dominates in the digital age should already be clear. But how do brands leverage SMS to engage with their customers effectively and achieve other business goals? Let’s explore the most common strategies below.
Promotional SMS: The most straightforward strategy is promotional SMS campaigns. If you only want to raise awareness about your products, services, or special offers to position your brand in the market, this technique is what you need. It’s basically just sending targeted messages to your audience.
Transactional SMS: Next, we have the transactional SMS campaigns. What sets this strategy apart from the promotional one is that it focuses on a customer’s transaction with your business. A specific action or event related to such an interaction will trigger this type of messaging. Whether it’s an order confirmation, appointment reminder, or shipping alert, transactional SMS can take care of it for you.
SMS-based loyalty programs: With this type of campaign, you’ll reward your customers’ loyalty to your brand by sending them targeted messages regarding exclusive deals and personalized offers. Nothing strengthens a customer-business relationship better than fostering a sense of value and appreciation, they say. And that’s what this strategy is all about.Of course, the right SMS strategy depends on your specific objectives. Always assess your needs and goals first.
Contrary to popular belief, SMS isn’t dead. It remains a highly relevant and effective communication channel for businesses in 2023. Mobile device usage will only continue to grow in the following years. So, if you’re already incorporating SMS campaigns into your overall marketing and communication efforts, expect more impressive results to come.