The Best Tactic You're Not Already Using: SMS Gets Results
speaking, it had to happen.
Integrated marketers who have built a strong brand, with a relatable voice and core
values, are now seeing that their customers want to take the relationship
deeper. No, we’re not talking about the ‘put a ring on it’ type of engagement, but
a recent survey found that more customers want to be able to engage with brands
and businesses via SMS (short message service, or text messaging). Here’s why
you need to change your status to ‘in a relationship’ with SMS marketing:
- Higher open rates: 98% of customers who opt-in for
text messages read them,
and click-through rates range from 10 – 30%. Compare that to an open rate of
29% and a CTR of just 3% for email.
- Confidence: Stricter opt-in policies make
customers feel like they’re in control.
- Versatility: SMS marketing can be used for
customer service, building brand awareness, ordering, combatting cart
abandonment, and gathering information about what customers think and want from
- Immediacy: 90% of text messages are read
within five minutes,
so SMS marketing allows you to push out time-sensitive messages and create a
sense of urgency.
- High conversion rates: The skincare company Kiehl’s reported
that 73% of its customers
who opted-in for text messages made a purchase within six months.
- Beat the competition: SMS marketing is still vastly
underutilized: despite customers actively looking for text-based interactions, only
about 1 in 5 business leaders plan on expanding their SMS efforts. This could
be your big opportunity!
Where SMS Fits into
the Bigger Picture
with results like those, SMS isn’t a magic silver bullet. Think of it as a
strategic addition to a well-stocked, integrated marketing toolbox that already
- A carefully crafted brand voice and
tone. In a way,
your texts should feel no different from your social, content marketing, or
emails: they should contain some hint of your brand’s personality and values
and feel like an extension of the conversation.
- A robust website to bring your customers back to. Even though some SMS marketing
allows users to place orders or get direct customer service – bypassing a
website altogether – the ultimate goal of these text interchanges is to bring
your customers to your site to engage with content or go straight to your
storefront to load up their carts. For maximum benefit, your site should be optimized for
- A solid email marketing program. SMS is a natural complement to
your email marketing efforts. Because text messaging is just 160 characters of
cold text, it’s never going to take the place of your email marketing, and it
can’t do what a beautifully designed, carefully written email blast can. In
fact, one of the best ways to use SMS is to prep customers for when you’re
going to send a lengthier email.
Could SMS Be a Good
Addition to Your Marketing Mix?
us to learn more about how SMS fits into your overall marketing plan. We can
make recommendations, and we can even help you optimize your other tactics for
true integrated marketing success.