A study conducted by Deloitte found that nine out of ten consumers find company text messages annoying. In contrast, nine out of ten people in developing countries find such texts to be quite pleasant. And while this may seem counterintuitive, SMS marketing has a large, untapped audience. A recent campaign from Dunkin’ Donuts was found to be four times as effective as the same product’s TV ad. This was largely due to the company’s simple, clear goal of reaching people.
Text messages are small enough to contain 160 characters, and they can include emojis, clickable phone numbers, and links. But the character limit on MMS text messages is much higher at 5,000 characters. That is a significant advantage for marketers who wish to reach out to a broader audience. Even if you only want to contact a small segment of your customer base in a short period of time, SMS marketing is a cost-effective option.
To get the most out of SMS marketing, brands must ensure that they obtain permission from their subscribers before they start sending them texts. They can either build their own infrastructure or hire vendors to conduct SMS marketing campaigns on their behalf. Some brands can handle this task in-house, while others prefer to outsource their campaign. Either way, they should have an easy-to-use interface and a well-developed API to automate the process. Once they have their infrastructure in place, they can focus on sending messages to their customers.
Messages sent via SMS should be short and to the point. Customers expect short texts, but make sure the call to action is clear. To avoid a messy experience, send short, relevant texts. And make sure your marketing strategy is based on customer behavior. You can even use your smartphone to manage SMS marketing campaigns. A mobile device with a browser extension can also be useful for sending messages. You should keep in mind that SMS messages need to be delivered to mobile devices in international format.
SMS messaging can be regulated under the Telephone Consumer Protection Act (TCPA), which protects consumers’ privacy. Other countries have specific laws regarding SMS marketing. Companies must ensure that their customers have explicitly agreed to receive these messages. Otherwise, they can face significant fines. Ultimately, SMS marketing is an effective way to drive sales and loyal customers. So, how do you stay legal while delivering targeted messages? And most importantly, keep it simple. But remember that you can never be too personal.
Another important consideration when sending SMS messages is timing. Although SMS marketing is a highly effective direct line of communication, it requires that you first get permission from your contacts. If you are sending SMS messages to an unlisted mobile number, you must make sure they’ve consented to receive your marketing messages. SMS messages are typically opened by more than nine out of ten recipients, but it’s important to consider when your customers are more likely to read them.