SMS marketing – 7 arguments for!
People don’t buy what you do, but why you do it – Simon Sinek said. Before you start your journey with SMS marketing you should firstly discover your why and set up a detailed plan with MOSes (Measures of Success). Behind you actions there should always be the reason, therefore we present 7 arguments in favor of SMS communication.
1. A short message is convenient for both sides
It saves time of the sender and receiver. We’re living in times when a consumer is bombarded by hundreds of ads each day. To be honest, we only have a short moment in order to convince him to take up particular actions. Reading an SMS, the user gets a simple message and an argument as to why it is worth it to click the particular link, reply, or show up at a selected retail store. A marketer does not have to invest time and money into extensive content.
2. The guarantee of delivery
In case of e-mailing there is a risk that a message will reach the spam folder. Moreover, many people check their inboxes relatively rarely. Flyers, even when handed to passers-by, often end up in the nearest garbage bin. We ignore ads broadcasted in television, switching channels or walking away from the TV set. There is no such problem in case of SMSs – provided the recipient is not staying in an area with no coverage or his battery has not died, he will receive a message momentarily.
3. It is cheap
Despite what some people say, SMS marketing is relatively cheap. Many make the mistake of unnecessarily comparing the price of sending 100,000 SMSs to sending 100,000 e-mails. It is a flawed approach. One has to consider the real cost of reaching the receiver! In case of e-mailing (apart from the sheer cost of sending) there is also the cost of creating the content, preparing the template, maybe buying graphics. Even if e-mailing is conducted perfectly it reaches only up to a couple to a dozen or so percent of receivers. Sending SMSs on a mass scale to a well-tailored and targeted database may enjoy the open rate of over 90%. If you will calculate the cost of sending and take into account the amount of opened messages, you will get the price of reaching the receiver, and it is really low.
4. High reaction rate
It is one of the main advantages of SMS marketing. In case of sending messages to clients the conversion path may be relatively long. First, we have to reach him (this depends on a quality database) through a particular communication channel – for example, SMS or e-mail. Next, the client has to open the message – like I said, in case of SMSs it is a very high rate. However, it is the reaction rate that decides about the efficiency of the action. The reaction rate in case of SMS (if the database is relevant) may, depending on the product, amount to from 20% up to even 70%! A classic radio or TV ad may have a wider reach but evokes the reaction rate at the level of 1.5%.
5. Quick reaction rate
It may also be an argument. Most of the messages are read by addressees within only a couple of minutes. There are industries and marketing goals which require swift actions (for example, contests organized during events). Measurability is something every marketer has to pay attention to. Without the analysis of basic statistics it is difficult to measure the efficiency of particular actions and plan the budget rationally. Thanks to the detailed SMS delivery reports one can easily control the efficiency of this channel.
6. Flexibility and many applications of SMSs
These are definitely their strong side. They can be utilized in different industries and for different purposes. One can conduct mass sending informing about the new offer, send discount codes and attract clients to stores. Another frequent application are SMS notifications for subscribers of various services as well as a two-way SMS communication utilizing clients’ responses in researching their opinions.
These are not all the arguments in favor of the SMS communication as a form of marketing. Still, they should be enough to convince everyone who has had experience with marketing activities that this is an efficient channel worthy of inclusion in their strategy.