6 Reasons to Invest in SMS Conversational Marketing

July 12, 2019

Conversational Marketing

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While some may still believe SMS is new to the game, it’s actually been around for over 20 years. It’s been adopted as a means of communication all over the world.

In 2017, the world sent 8.3 trillion SMS messages (Portio Research). That’s in one year alone!

People don’t just enjoy texting and being on their phones, they’re addicted to it. There was even a term invented in 2016 called “phubbing” which refers to ignoring people for phones.

So what does this all have to do with you and SMS conversations? Well, we hope it paints a picture of how your consumers want to spend their time. And if that’s still not enough to convince you, check out our 12 Mobile Messaging Statistics Infographic, where you’ll quickly see why text message is the number one channel consumers want to use to engage with businesses.

Let’s get into it, here are 6 Reasons to Invest in SMS Conversational Marketing.

Number One: SMS Has A Higher Response Rate Than Any Other Channel
SMS can provide response rates that are 6-8 times higher than email (Retail Dive). There is still a place for email marketing where long form messages and great detail are required. However, integrating SMS into the delivery of different types of messages can help improve your consumer interactions.

SMS open rates are also something to fawn over, a statistic that has been bouncing around for a few years now is the impressive fact that 90% of text messages are read within the first 3 minutes.

Those odds sound pretty enticing to me.

Number Two: SMS Connects Everyone
Text messaging is a universal messaging platform that can be used by anyone, anywhere in the world. There is no learning curve, no apps, no web connection needed.

Even those of us who end up being the family’s IT consultant (raise your hand if this is you) will say SMS is one thing people don’t need help with.

People understand how to use SMS, and every cell phone, well…ever, has been built to include text messaging (at least since 1995).

Number Three: Say No to Junk
Text messaging is a highly regulated communication channel that is governed by the Canadian Wireless Telecommunications Association (CWTA), which means the likelihood of receiving junk messages is incredibly low. You’re able to instil confidence in consumers so they can rest assure they won’t be spammed.

Also, the introduction of CASL and the GDPR in Europe has even more so created trust in consumers who opt-in to receive SMS messages because the ball is in their court. At anytime they can opt-in or out of messaging.

We all know trust is crucial to building a strong brand-consumer relationship.

Number Four: SMS Is A Trackable Media Channel
This offers a unique opportunity to really understand how your marketing promotions are performing. By introducing links to content, web experiences and more you’re able to follow your consumers path to purchase. And by understanding where, how, and when consumers are converting you can begin to build your strategy to include more of what’s working to ultimately drive more sales.

Because SMS doesn’t require additional apps or special features you don’t have to worry about compromising your communication with in-app advertising. This is a direct to consumer media channel, and not just any consumer, engaged consumers who’ve opted-in for you to reach out to them.

Number Five: It’s Simple To Get Started
A big benefit of SMS is that it doesn’t require a ton of up-front work to get started. You will not need every department on board and won’t be required to implement a complete re-haul of your communication strategy. While we do recommend, once you’re up and running, to encourage all departments that engage with consumers to use SMS. It goes along with no more silos, and always-on marketing, but that’s a bigger conversation for another day.

The marketing team is all you need and maybe an outside resource who knows the ins-and-outs of the industry (insert shameless plug). A provisioned shortcode, and a method to gain consumer opt-ins, after that you’re laughing.

Number Six: Your Competitors Are Already Using It
Do you remember what happened to the companies that didn’t adopt websites when they arrived, or those who brushed off social media as insignificant…well think what could happen if you don’t adopt SMS Conversational Marketing.

As Jamie Turner, of 60SecondMarketer said “If you’re not using mobile marketing to attract new customers to your business, don’t worry – your competitors are already using it and are getting those customers instead.”

SMS is here, it’s happening, and you don’t want to be the only one not using it.

Get started today, an SMS strategy can be applied to any number of the promotions you’re already planning. It’s as simple as a shortcode, a keyword, and having an enticing idea to encourage consumers to join.