A staggering 44% of mobile owners sleep with the phones next to their beds, just in case they miss a message, call or update (according to Marketo). So if your organisation isn’t yet harnessing the power of SMS marketing, it’s about time you started.
Traditionally, marketers have seen SMS marketing as too intrusive. Others simply underestimate the sheer power of this channel, especially when they're comparing it to shiny new marketing tools.
Yet in a world where consumers won’t leave the room without their mobile, SMS marketing presents an untapped opportunity to get in front of your target audience.
If the massive reach of SMS marketing wasn’t enough to convince you, here are 4 more reasons why you should harness the power of SMS:
1. You have permission
There's something incredibly special about an SMS subscriber list. After all, this is a list of people who have given you permission to not only get in touch, but to do so using one of the most intimate channels there is. ACMA’s anti-span regulations mean you must gain consent from consumers before messaging them. So before you worry about intruding into people’s lives, remember this: you are only communicating to consumers who want you to. And if they change their mind, they can let you know using the mandatory opt-out option.
2. High open and read rates
When it comes to getting your messages seen, nothing compares to SMS. The open rates of SMS messages are extraordinarily high: a whopping 98% of text messages are read by recipients. Compare this to only 22% of emails, 29% of tweets and 12% of Facebook posts and it’s easy to see why SMS works so well (Source: Frost & Sullivan 2010, Slick Text). And it doesn’t stop there: 90% of text messages are read within three minutes of delivery, according to a study by SinglePoint. This makes SMS marketing perfect for timely sales alerts and offers.
3. Clear and concise messages
With an SMS message, you have 160 characters to get to the point. There was a time when this would be a challenge to marketers, but compared to Twitter, 160 characters is pure luxury! The short message format means consumers don’t have to schlep through information that may or may not be relevant. You have two jobs to do: tell them why they should pay attention (SALE ENDS TODAY!) then tell them what to do next (USE CODE “XMAS SALE”). If you need to provide more information, direct them to your website or store. Easy.
4. High conversions
SMS marketing has the potential to achieve incredibly high conversion rates if you follow the golden rule of marketing: right message, right place, right time. An essential tool to drive higher conversions is the call to action. Make it strong, clear and compelling.
As people spend more and more time on their devices, mobile is a critical place for marketers to be. Don’t be afraid to explore new ways to deliver compelling and engaging content using SMS marketing. The results may surprise you.