What is SMS marketing? I must invest in these types of strategies
There are many people who believe that SMS have been completely forgotten or are no longer used, but they are wrong. In recent years the sending of SMS has resurfaced to maintain the relationship with customers and motivate them to buy. In this article I will talk about SMS marketing campaigns, and I will show you some interesting success stories. Within this type of marketing, whatsapp delivery is also included.
What is SMS marketing?
These types of strategies consist of sending text messages with the aim of either maintaining the relationship with customers, or encouraging them to buy. The main content of these messages are discount coupons or notice on sale periods.
Within SMS marketing we can group the messages into two groups:
Campaigns: messages are sent without customizing, used to communicate promotions or information about the company. Whether they are going to organize an event, a promotion or news.
Transactional: in this case we talk about personalized messages, one by one. They are usually sent when your order has arrived at the store, when it is your birthday or information relevant to the user.
SMS marketing data versus emails
In recent years, companies have focused too much on sending emails and have forgotten about text messages. It is obvious that emails are free, but I honestly believe that nowadays, SMS can be more profitable.
The average response time of an email is 90 minutes, while in an SMS it is only 90 seconds.
Only 20% of emails are opened, compared to 98% of the opening rate of text messages.
The click-through rate in emails does not reach 5%, compared to 19% in SMS.
What can we use message delivery for?
As I said before, it is a good way to build customer loyalty. Then I will give you the most common cases in which the sending of text messages to mobile phones is used.
Updates on events: in some cases there may be delays or modifications in the celebration of concerts, parties or any event. If an email were sent, most people would not even notice that they received it, since it is likely that it went to the SPAM or promotions folder directly. By sending an SMS you make sure that the user will receive it, that they will be aware of it and that they will at least see the beginning of it.
Information about orders: the online commerce grows day by day, and in many occasions we can ask that they take it to the store, instead of to our house, or that they deposit it in a specific place. In these cases, in addition to a computer email, an SMS is usually sent to communicate it.
Appointment Reminder: something very common in the health sector, where medical centers and hospitals send you a text message with the appointment information, and at least another reminder when that date is approaching. More and more companies, such as hairdressers or consultants, have climbed into the car of good customer service.
What can our company achieve by sending text messages?
By sending text messages, companies can achieve several objectives:
Visits: both your website and your physical location. If you launch a new product or you are going to make an event, it is a way to get great visibility.
Sales: the main objective of all marketing campaigns. Coupons and discounts sent by SMS are more used than those sent by email.
Loyalty: sending personalized messages, even to confirm or remember an appointment, increases the perception of care by the company. In such a busy world it is good to be reminded of your next event, so you don’t forget it.
I share with you a couple of campaigns that have had very good results:
Pizza Hut: the famous pizza chain campaigned for 15 months. He created a perimeter of 100 meters around 300 premises, and when a person entered that perimeter, he received a text message with a promotion of that specific place. The results were very positive, and they were 5% more effective than the television promotion and 3% than the online promotion, and much cheaper.
Subway: Through a campaign, it was able to increase its database by 5,000 clients, to whom they sent 13,000 text messages, having a conversion rate of 9%, higher than the same rate from email campaigns.
So, do I invest in SMS marketing?
From my experience I will tell you YES. I recommend you take a small group within your customers, if you have them well segmented you will increase the result of the campaign. For example, you can send a discount coupon for the product they usually buy, or without good customers, tell them you have a little surprise for them. In short, take care of them!
I trust that this article on SMS marketing, and also whastapp, has been interesting for you, and that you give it a chance, I guarantee you will be positively surprised. If you have already tried them, I would like you to share your experience with me.
See you in the next article!