Even today, many people are surprised at the idea that sending SMS messages is still so widely used by companies and, above all, effective in generating results and conversions.
In fact, SMS messages are one of the most effective tools in the world of marketing, as they are opened almost 98% of the time, a particularly significant value for a marketing strategy.
In addition to this, the response rate is also around 45% of the time when SMS messages are sent, another data point that highlights their effectiveness.
SMS is a direct and fast tool: people spend a lot of time with their smartphones, so there is a high probability of reading messages quickly.
Additionally, SMS messages are brief and quick to read, unlike emails that are often relegated to the background because they require more attention and a longer amount of time to read.
SMS as a marketing tool
SMS is used by many companies to improve consumer engagement: in fact, the main reasons for receiving messages are related to particular times of the year when special offers, discounts, sales, or the launch of a particular product are available. By sending SMS messages to customers, it is possible to increase engagement and, as mentioned earlier, the message open rate, thereby confirming that the message has been received, read, and possibly responded to.
When using this communication channel for marketing campaigns, customer consent is required.
As with all communications, there is the option to stop receiving messages with the method indicated by each company, such as by responding with a simple “STOP”.
A good practice, on the other hand, is to include a call to action at the end of the message to invite the customer to discover further details or perform the desired activity.
The case of Pizza Hut
The SMS campaign launched by Pizza Hut, a well-known US restaurant chain, in its 340 locations in the UK, resulted in a 142% increase in sales efficiency compared to online advertising, over the 15-month period considered, a sign that this tool is really impactful on the audience.
Communicating with SMS
When preparing the content of an SMS, it is necessary to have some aspects clear:
- The target audience and language: once the buyer personas have been identified based on the data the company has, it is essential to choose a language appropriate for the audience and the message to be communicated. The tone of voice must reflect the company’s reality without sounding misleading, but rather straightforward and easy to understand;
- Structure and content: it is important that the message be brief and impactful so that it can communicate effectively and directly without any uncertainty. Personalization is particularly appreciated by customers, making them feel more involved in the company’s communication project. As for the content, it must be clear and contain a precise call to action (such as “Learn more” or “Download now”) to lead to conversions;
- Interactivity: using this type of message can be a winning strategy. Sending tests, games, and questions captures the customer’s attention and allows the company to differentiate itself from the competition.
Why use SMS?
SMS is a perfect tool for communicating activities involving the user, such as appointments or deadlines. In fact, many companies can send reminders to their customers for scheduled appointments, indicating date and location, just as in the case of transactional messages received from e-commerce sites to update customers on the shipping status of their orders.
But what are the advantages of using this communication channel?
In addition to the previously mentioned benefits, it can be said that unlike emails that can be falsified and therefore fall into traps like phishing, phone numbers are more complex to falsify for the average user. This can be one of the many advantages of using SMS in your strategies.
Another advantage of SMS is the ease of sending messages to any mobile phone, regardless of operating system or device, precisely because the message can reach anyone, even without using an internet connection or installed apps.
Therefore, SMS is a simple way to communicate a particular concept to a specific target audience, as well as being a channel that allows receiving messages without particular superstructures or distractions, as can happen on social media or with spam in the case of emails.
It is important to know how to build a multichannel strategy by including the use of SMS, which is an integral part of the digital marketing strategy. Leveraging this channel allows companies to differentiate themselves and be much closer to customers, even with tools like interactive messages.