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In the last quarter of 2017, we’ve asked nearly 200 business representatives: How do you benefit from SMS communication daily? The survey was conducted in more than 20 industries and gave us a perspective about the condition of SMS communication in the B2B sector in Poland. Let me present you with the main findings of the research.
SMS as a tool of communication
1. Types of SMS messages used in communication
The report shows that most companies notify via SMS, e.g. order status sends verification codes and reminders (73%). 40% of respondents send information about current sales, discounts, and new offers, 1/5 of them invites customers to the events, make birthday wishes and use SMS messages for internal communication. The less popular types are remarketing messages, contests, games and surveys.
2. Process of SMS messaging
The biggest amount of companies (69%) use the portal of SMS providers, e.g., SMSAPI, to send messages. Another important way is to use API and integrate it with their systems – to send messages straight from CRM or using other plugins or services integrated with SMSAPI.
3. Building Customers Database
We found it pleasing that companies prefer to build their customer database – only 5% of respondents choose to buy external bases. It means that permission marketing is well-known, and companies know that SMS messages work only if the recipient agrees to receive them.
1. Merged campaigns
The biggest amount of companies merge SMS with different channels – e-mail, social media and online ads.
2. Two-way communication
One in every five companies uses a virtual mobile number to enable two-way communication.
Only 41% of companies personalise bulk SMS messages. 1/5 didn’t even know this feature. 23% of respondents don’t use names in messages because it doesn’t go along with their communication strategy. At the same time, companies consider personalisation as a significant factor of communication and claim that it impacts conversion.
The efficiency of the SMS campaign
1. Conversion rates
Unfortunately, the vast majority of the companies do not measure the conversion rates of SMS campaigns. Those who measure use the following indicators:
- CTR (Click-Through-Rate) of links included in the message,
- average sales increment right after the campaign,
- number of promo codes used,
- reactions – answers for the message, phone calls, e-mail, Facebook fan page message,
- number of customers who show SMS with the promotion in the store,
- the number of attendees at the events.
2. Links in the message
CTR of links included in SMS messages is in most cases 11-20% and 6-10% of even though only 40% of companies use them. It gives space for improvement for the companies in the feature.
Goals achieved by SMS marketing
- informative (3/5 of the respondents),
- sales (47%),
- branding and building loyalty (32%).