If you are launching your business venture, you are probably well aware of how important it is to have a social media strategy. Have you considered using SMS marketing as a means of promoting your brand? SMS marketing has been an established marketing channel since the 1990s but has generally been regarded as a niche tool and not one that many businesses have been able to use well.

However, its popularity is growing, and more small businesses and entrepreneurs are beginning to see it as a valuable way of reaching consumers. When used correctly, SMS marketing campaigns can be an influential form of digital outreach. Here are a few reasons why:

SMS marketing is an underrated method of communication that is building traction quickly. Do yourself a favor and get on board as soon as you can. Your business will thank you.

Today, a smartphone has turned into a device people always hold close to. Its functionality has long expanded beyond calls and texting with friends: news, entertainment, social media life, work, time management, fitness result tracking… Name the task, and be sure there is an app on the smartphone that helps manage it.

This multipurposeness couldn’t go unnoticed by businesses. In addition to marketing strategies, today, SMS campaigns are a separate communication channel widely used to engage customers and promote products and services.

What is SMS Marketing?

What is SMS? SMS stands for Short Message Service, which is a text messaging service used to send short messages between mobile devices.

SMS marketing utilizes this service to deliver promotional messages to customers’ phones. With most people having their phones on them at all times, this form of marketing provides businesses with a direct and immediate way to reach their target audience.

Definition of SMS Marketing

SMS marketing is a form of mobile marketing that allows your business to send text messages to customers and prospects. Simply, you send specific SMS marketing campaigns to your segmented SMS list.

For example, you can send a promotional targeted messages with a discount code to all customers who have opted-in to receive SMS messages from your business. This allows you to target specific groups of customers and promote products or services that may be of interest to them.

So, text message marketing is a direct way to reach your customers by sending them promotional, transactional, or informational text messages.

SMS Marketing Benefits

Now let’s look at some benefits of SMS marketing:

Brand Awareness

SMS marketing or text message marketing can help increase your business’s brand awareness to a large audience at a low cost. With open rates of up to 98% and conversions, SMS marketing is a great tool for increasing brand recognition.

Cost Effective

SMS marketing is a cost-effective way to reach a large audience. Companies can get huge outreach and engagement through SMS text marketing campaigns, making it a cheap marketing strategy.

High Open Rates and Conversions

With up to 98% open rates, an SMS campaign ensures your messages are read instantly. This leads to conversions and engagement, making SMS a powerful tool for driving customer actions and responses.

Easy to Create and Deliver

Creating SMS campaigns is quick and simple and requires minimal resources compared to other marketing channels. You can craft effective messages for your audience by focusing on good copywriting.

Direct Delivery and Visibility

SMS text messages are delivered directly to the recipient’s main folder, avoiding spam filters. This direct delivery increases the chances of customers seeing and engaging with messages.

Access to a Wider Audience

When you send SMS marketing messages, you can reach people who don’t have an email address or prefer to communicate via text messages. This is especially useful for non-tech-savvy audiences or those who prefer simpler communication.

Related: What Are Marketing Messages: How to Compose Compelling Messages That Drive Results

Mobile Friendly Interaction

As a mobile-centric communication channel, SMS marketing fits well with how consumers use their smartphones. The simplicity and familiarity of text messages make it easy for recipients to interact with the content on their mobile devices.

More Engagement and Response

SMS marketing gets more engagement than other marketing channels. SMS messages are direct and to the point, so recipients respond quickly.

5 Common Myths About SMS Marketing

Many myths about this type of marketing keep doing rounds, which you should know.

Myth #1: It Only Works for a Select Few Business Types

One of the most pervasive misbeliefs about texting campaigns for business is that they only work for a select few types of organizations. However, this isn’t the case. SMS marketing campaign is a universal strategy that can work for most industries and ventures. It all comes down to the type of messages you send and whether you have a targeted audience. 

A related myth is that text message marketing is only for companies with millennial or younger customers. However, while these generations tend to favor texts over other types of communication, pretty much everyone spends time sending SMS these days. 

Also, ignore the misconception that only big firms should bother with SMS text message marketing.

Myth #2: It’s Too Hard to Set Up or Use

With any tech-based marketing tactic, there will always be a myth surrounding it that it’s too hard to set up or use, and this is the case with SMS campiagns, too. While any new tech tool and campaign style have a learning curve, text messaging programs and SMS marketing services are typically much simpler, quicker, and easier to set up and use than many other types of marketing. 

Myth #3: It’s Too Expensive

There’s a myth that SMS for marketing is too expensive to bother with, especially for startups and other smaller businesses. Yet, this channel is one of the most affordable options. When you create these messages, you don’t have to rely on getting a graphic designer to create fancy graphics (though you can add multimedia aspects if you’d like), nor do you have to pay the kind of high advertising costs that come with the use of many other platforms. 

Messages are short and sharp, too, so they don’t require the hire of a copywriter unless you feel it is necessary. Texts have a high open rate, so they typically provide businesses with a high return on investment (ROI), too. 

Myth #4: You Won’t Get Results

Email communications drive a lot of marketing talk nowadays, as do social media posts. As such, many people mistakenly believe these avenues are the best ways to reach consumers with messaging. However, emails often don’t get opened because people get bombarded with so many of them, and many social media posts get missed. 

On the other hand, SMS is much more likely to be seen, with people generally always having their phones on them now and opening messages as soon as they get them, or at least within a reasonably short timeframe. Texting can thus be your best bet for garnering excellent responses to your marketing campaigns. 

Myth #5: It’s Too Intrusive

Many entrepreneurs and marketers have put off text messaging as an avenue because they think it’s too intrusive and likely to annoy recipients. Business people worry about interrupting customers and losing the relationship, but it’s essential to remember that you’ll only be texting people who permitted you to and decided to allow you to send them messages. 

This means they’re okay with hearing from you this way and may, in fact, find it much more palatable to receive your communications via this platform than adding to their overrun email inbox or overwhelming social media feeds. If you follow standard texting etiquette rules, such as not sending too many messages too often or sending anything rude in your texts, your communications should be welcome.

Other myths to take note of include that:

• Text messages aren’t trackable
• They’re too limited
• SMS is a one-way channel only 

The number of smartphone users globally only grows, so the sooner your organization tests out and adopts this marketing form, the better. Set up some campaigns over the coming weeks and see what all the fuss is about.   

How to Build a Strong SMS Marketing Foundation

SMS marketing campaigns are marketing messages like any other marketing efforts you are using, but it is more direct and shorter. To start using SMS marketing you must build a strong foundation, first with subscribers, having a strong strategy and use the automation with text message marketing software.

Grow Your Subscriber List

The first and one of the most important factors for developing the foundation for text message marketing is to start building and growing your subscriber list. Use fear of missing out (FOMO) to incentivize users to join an SMS list.

But, one of the most important questions is why someone will agree to subscribe to your SMS text message marketing. You can use Fear of Missing Out (FOMO) to incentivize users to join your list, but you also need to provide value and relevance in your messages. People are more likely to opt in if they know they will receive valuable information or exclusive offers.

Another way to grow your subscriber list is by using social media platforms. Promote your SMS marketing campaign on your social media accounts and encourage followers to sign up for updates and promotions via text message. This not only helps with growing your subscriber list, but it also helps with increasing engagement and creating a sense of exclusivity for those who have joined the SMS list.

Different SMS marketing apps can help you to grow your SMS list. These apps provide features such as customizable opt-in forms, automated messaging, and segmentation based on user behavior. Utilizing such tools can make it easier for you to manage your SMS list and track the effectiveness of your campaigns.

Create a Mobile Engagement Strategy

Once you have a solid foundation of subscribers, it’s important to have a strong mobile engagement strategy in place for your SMS marketing campaigns. This includes defining your target audience, setting clear goals for your campaigns, and developing a content calendar to ensure consistency in messaging.

Use SMS marketing to engage your subscribers with relevant, personalized mass text messaging and one-on-one conversations.

From text-to-win contests and SMS surveys to digital mobile coupons and loyalty rewards programs, the text message marketing platform has everything you need. For example, you can segment your SMS list based on demographics, purchase history, or interests to send targeted and personalized messages. This not only increases engagement but also helps improve conversions.

Set up Elegant Automation

Set up automation to send automated SMS messages based on triggers such as sign-ups, purchases, or abandoned carts. This allows you to create a seamless and personalized experience for your customers.

Additionally, make sure to comply with SMS marketing regulations such as obtaining consent from subscribers before sending messages and including opt-out instructions in every message.

Today, you can easily build hyper-personalized text message marketing experiences at scale with automated workflows.

How to Craft an Effective SMS Messages

Although an SMS has the simplest structure – text-only – you can possibly think of, there are numerous tactics you’d better be following to make SMS campaigns fully effective.

Use SMS to deliver only important information.

Using SMS campaigns to send every regular promo devalues privacy, and can turn SMS into a mere advertising platform that isn’t necessarily worth the attention.

To avoid this happening, use SMS messages only for essential notifications: order information, delivery status, changes in a personal account, etc. When sending promo offers, carefully think over the campaign type: it should be as personal as possible. Birthday congratulations, anniversary, results of the challenge the customer participated in – what you send should resonate with the recipient and appeal to their interests.

Use direct and clear language.

SMS space is limited, so your task is to include all the vital info in one or two sentences. Therefore, they should be crisp, logical, and explicit. Avoid ambiguous and too-long text. Short but confusing won’t do as well. After reading your message, people should have a clear idea of the offer and how to respond.

For example, compare the two variations of text messages for SMS campaigns:

• School supplies to celebrate a new academic year. Visit our site for more.
• Get ready for school. Visit SchoolsUp to save 20% off on backpacks and lunchboxes.

The first tells that you hypothetically sell school supplies and have a website. There is no direct call or encouragement to give your brand a try. The second message is more specific (backpacks/lunchboxes), offer an incentive (20%), and use imperative language (get ready, visit, save). It doesn’t make people guess what you expect them to do.

Add dynamic content

Find out if your marketing automation platform supports personalization for SMS. If you (hopefully) use a professional provider, they should have this functionality, meaning you’ll be able to make your campaigns more personalized. By the way, adding a name isn’t the only way to do so. The last purchase that requires replacement, the number of the previous order, the last support inquiry, the granted bonuses, etc., can show the recipient you know the history behind your communication and are there to solve their personal needs.

Watch the spelling

Poor grammar and spelling errors steal credit even from the best offers, making your SMS look unprofessional. The customer can shift this unprofessionalism from messages to your whole service, which is what you obviously don’t want. So, don’t treat SMS marketing with disregard; this communication channel should be paid as much attention as any other marketing strategy you run.

SMS Marketing Strategies

Let’s look at some SMS marketing campaign ideas:

1. Welcome Messages for New Subscribers

The welcome message is your first SMS campaign when someone joins your list.

When welcoming new subscribers, make sure they know they’ve subscribed and encourage them to engage straight away. This first message sets the tone for future messages, making it warm and friendly. To sweeten the deal, include a coupon code or special offer, show them you care, and add value from the get-go.

2. New Product Releases

If you have new product releases, share the news with your subscribers to create some buzz. Send an SMS with a sneak peek or teaser about the product, followed by the release date and details on how they can get it. This will build anticipation and get subscribers to be the first to get their hands on your new product.

This will also re-engage customers who haven’t shopped with you in a while.

3. Cart Abandonment Recovery

Address the issue of abandoned carts by sending a well-timed SMS reminder. Include a direct link to the abandoned cart, possibly coupled with a discount incentive. This strategy recaptures potentially lost sales and encourages customers to finalize their purchases.

4. Personalized Product Recommendations

Send SMS messages with personalized product recommendations using customer data and purchase history. For example, if a customer has bought running shoes, send them an SMS about complementary workout gear. This strategy enhances customer engagement and boosts cross-selling opportunities.

Choosing the right SMS service provider is crucial for marketing campaigns’ success. A trustworthy vendor will help ensure high delivery and open rates and ensure the needed degree of personalization. 

5. Inform Your Customers When Products are Back in Stock

With this text message marketing, you will notify customers when products are back in stock to ensure they don’t miss out on a restocking opportunity. This can be especially useful for popular items that often sell out quickly. By keeping your customers informed, you not only increase the chances of a sale but also show them that you value their interest in your products.

6. Time-Sensitive Promotions

Text message marketing is perfect for time-sensitive offers. Sending exclusive, limited-time discount codes or flash sale notifications via SMS creates a sense of urgency to act now. Example: 24-hour sale with a link to the website to buy now.

7. Order Confirmation and Delivery Updates

Order confirmation and delivery updates are key touchpoints in the e-commerce journey. Sending order confirmations immediately builds trust and sets expectations. Timely delivery updates keep the customer engaged, reduce anxiety, and increase satisfaction. This builds trust and loyalty with the customer.

Future of SMS Marketing

The SMS marketing landscape is going to get really interesting with changing consumer behavior and technological advancements. Here are some of the future trends that will shape SMS marketing:

• Hyper-Personalization. SMS marketing will get more personal with AI and data analytics. Marketers will craft messages based on individual preferences, behavior, and purchase history to increase engagement and conversion rates.
• Interactive SMS. Interactive SMS with buttons and quick reply options will give customers a seamless way to engage with brands. This will enable instant actions like confirming appointments, participating in polls, or making purchases within the SMS itself.
• Rich Media Integration. Images, videos, and GIFs will be part of SMS marketing. Visual content will provide a more engaging and immersive experience to showcase products and offers.
• Chatbot Integration. SMS chatbots will handle customer queries and orders and even perform basic troubleshooting. This will provide instant responses and streamline customer interactions for better user satisfaction.
• AR (Augmented Reality) SMS. Brands might use AR to send an SMS that allows customers to try products virtually before buying. This adds an interactive and experiential layer to SMS marketing.
• Data Privacy Focus. With data privacy getting more important, SMS marketers will focus on getting explicit opt-ins and complying with regulations like GDPR to build trust.

By aligning with these trends, you can maximize the potential of SMS marketing to engage customers and drive results in an increasingly digital and competitive marketplace.

SMS Marketing Software and Tools

Overview of popular SMS marketing software

Use SMS marketing software like Omnisend, SlickText, Yespo, BSG, and Sakari to simplify campaigns and create personalized messages.

Omnisend is a tool that combines SMS and email marketing, allowing you to reach customers through multiple channels. It also offers advanced automation features and segmentation options.

SlickText is an SMS marketing service focusing on text message marketing, with features such as automated drip campaigns, keyword triggers, and integration with social media platforms.

Yespo is another SMS marketing service that offers features like bulk messaging, personalized messages, and autoresponders. It also has a referral program and social media integration for increased reach.

BSG is a text message tool that offers SMS marketing, transactional messaging, and bulk SMS services. It also has features like URL shortening and detailed reporting for analytics.

Sakari is a cloud-based text messaging service that offers both SMS and MMS capabilities. It also has features like contact management, scheduled messages, and integration with popular CRMs.

Integrate SMS with Other Marketing Channels

SMS marketing can be combined and integrated with your other marketing efforts and channels. As you can see from the tools we cover above, most of them offer integration with other popular tools for different marketing channels.

Combine SMS with Email Marketing

You can use SMS marketing and email marketing to create a multi-channel marketing strategy. By combining these two channels, you can reach your audience through their preferred communication method. For example, some people may be more likely to open and read a text message rather than an email.

Use SMS marketing with email marketing to drive more sales and increase customer loyalty. You can use email to provide more detailed information and links, while using SMS to send out quick reminders or exclusive offers.

Combine SMS with Social Media Marketing

Social media is a powerful tool for reaching and engaging with your target audience. With the integration of SMS marketing, you can expand your reach even further. You can send out text messages promoting your social media pages and encouraging users to follow or engage with your posts.

Create a Multi-Channel Marketing Strategy

Remember that you must use SMS marketing as part of a larger multi-channel marketing strategy. This means integrating your SMS campaigns with other channels such as email, social media, and website marketing. Creating a cohesive strategy ensures that your messages are consistent and effective across all platforms.