Is your phone within eyesight right now, within arm’s reach? Or maybe you’re reading this on your smartphone. If so, you’re one of the reasons that SMS marketing campaigns are increasing in popularity. On average, 90% of text messages are read within 3 minutes of receipt. This nearly guarantees that your marketing message will be heard, which is why SMS marketing can yield significant results if done correctly.
For example, Silverstone, a race circuit for the British Grand Prix, had a 680% return on investment after sending text messages to the 45,000 consumers who had opted-in to their SMS services. The goal of the campaign was to increase ticket sales for the race at Silverstone, and the results were impressive.
Good Form, the company responsible for the Silverstone SMS campaign, attributes its success to targeting and timing. The target demographic had previously expressed interest in receiving updates and information about upcoming Grand Prix races, so, immediately following the Monaco Grand Prix race, they were sent a text about the next race while the excitement of the Grand Prix was still high.
As younger generations, particularly Millennials, become more influential consumers, mobile marketing will be an effective form of precision targeting. 66% of Millennials say they make major purchases using their mobile devices, a trend that will eventually apply to all generations. SMS messaging, particularly these highly targeted opt-in campaigns, could be an effective method to generate consumer interest that many businesses seek.
SMS provides instant information to customers who have opted-in to the service that other channels simply cannot match. Businesses have the capability to send real-time alerts, such as flight changes or delays, breaking news, limited time offers and promotions, and a host of other value-adding services, which makes the lives of customers a little bit easier.
Geo-targeting is another common practice that goes hand-in-hand with SMS campaigns, and can be extremely effective in driving traffic away from competitors. Customers who have opted-in to a business’s SMS service can automatically receive a message when they are in range of a store or specific location, notifying them of a current deal or special offer. Not only is the content supplied useful, but it is a great way to increase customer loyalty.
It is important to remember that consumers will be bothered by companies that overuse this form of communication or who send irrelevant messages to them. SMS messages must always contain an option for opting out and should also give information about additional assistance, data message rates, and frequency of messages. Senders must be mindful of the content they are supplying, especially since they’re limited to 160 characters. Unoriginal and “spammy” sounding messages will often get subscribers to opt-out of the messaging service. Like any other form of communication, relevance is value, and you can provide this by prompting engagement with a clear call-to-action.
SMS marketing is often overlooked as a legitimate form of mobile advertising. As social media has dominated the mobile landscape over the past few years, less attention has been paid to SMS. Combining SMS campaigns with social media will strengthen both channels, and give consumers better control of their digital relationship with a business.
Relevant SMS messaging is not only cost effective and easy-to-do, since virtually 100% of all mobile devices are SMS-enabled, it is the most ubiquitous mobile channel for precision messaging and instantaneous reach.