“SMS communication in business 2017” – key findings from the report
In the last quarter of 2017 we’ve asked nearly 200 business representatives: How do you benefit from SMS communication on the daily basis? Survey was conducted in more than 20 industries and gave us a perspective about condition of SMS communication in B2B sector in Poland. Let me present you the main findings on the research.
Report “”SMS communication in business 2017” was divided in 4 parts:
- SMS as a tool of communication – types of messages, sending processes, building base of Customers,
- Marketing SMS – multichannel communication, two-way SMS, personalization, conversion,
- Efficiency of SMS campagins – analysis and measurment of results, conversion, short links,
- Goals realized with SMS marketing.
SMS as a tool of communication
Types of SMS messages used in comunication
Report shows that the vast majority of companies notifies via SMS about e.g. order status, sends verification codes and reminders (73%). 40% of repondents send infomtation about current sales, discounts and new offer, 1/5 of them invites customers to the events, make birhday wishes and use SMS messages for internal communication. The less popular types are remarketing messages, contests, games and surveys.
Rarely used SMS surveys can become a great source of information about Your product or services – after-sales communication includes not only returns and guarantees but is also a chance to get the perspective of customer’s point of view.
2. Process of sending
The biggest ammount of companies (69%) use portal of SMS provider (e.g. SMSAPI) to send messages. Another imporant way is to use API and integrate it with their own systems – to send messages straight from CRM or using another plugins or services integrated with SMSAPI.
3. Building Customers Database
We found it pleasing that companies prefer to build their own customer database – only 5% of respondents choose bought external bases. It means that permission marketing is well-known and companies are aware that SMS messages work only if the recipient agrees to receive them. Unfortunately, only 9% of respondents use our tools to expand the base – it makes a huge opportunity for these who didn’t try our Newsletter SMS or Virtual Mobile Number.
Have you ever thought about customer loyalty program? This is a great solution to keep customers close.
- Merged campaings
The biggest ammount of companies merge SMS with different channels – e-mail, social media nad online ads.
Adding channels to the customer journey embrace your message and increases effectivity of campaigns.
2. Two-way communication
One in every 5 companies use virtual mobile number to enable two-way communication.
SMS doesn’t have to be one-way message. Using virtual mobile number enables processes automation e.g. change the date of delivery, lead generation and gathering feedback with SMS surveys.
Only 41% of companies personalize SMS messages, 1/5 of them didn’t even know this feature. 23% of respondents don’t use names in messages because it doesn’t go along with their strategy of communication. At the same time companies consider personalization as a very important factor of communication and claim that it impacts convertion.
Bear in mind that SMS channel is still perceived as a personal one. Direct approach to the receiver (using name) make your communication warmer.
Efficiency of SMS campaign
Unfortunately, vast majority of the companies do not measure convertion rates of SMS campaigns. These who measure use the following indicators:
- CTR (Click-Through Rate) of links included in the message,
- average sales increament right after the campaign,
- number of promo codes used,
- reactions – answers for the message, phone calls, e-mail, Facebook fanpage message,
- number of customers who show SMS with the promotion in the store,
- number of attendees at the events.
To make sure you use the right indicators think about your final goal – measure these factors that matter and can actually show the efficiecy of the campaign.
2. Links in the message
CTR of links included in SMS message are in the most cases 11-20% and 6-10% of even though only 40% of companies use them. It gives a huge space for improvement for the companies in the feature.
Short links like cut.li or Rebrandly doesn’t only give you an additional space in the message but are also the way to measure cliks and get more detailed information. Use them to call your customer to action – increase website entries, registrations and passing videos and pictures.
Goals realized with SMS campaigns
SMS realizes the following goals:
- informative (3/5 of the respondents),
- sales (47%),
- branding and building loyalty (32%).
Short links like cut.li or bit.ly doesn’t only give you an additional space in the message but are also the way to measure cliks and get more detailed information. Use them to call your customer to action – increase website entries, registrations and passing videos and pictures.