SMS marketing is a type of direct marketing that uses SMS to convey commercial, promotional or information messages. It is certainly the most incisive Mobile marketing strategy: in fact it allows users to reach users directly on their smartphone in order to capture the reader's attention and stimulate a specific action.
The main objectives that can be achieved through the use of SMS Marketing are:
- sale, through all SMS aimed at stimulating customers to make a purchase;
- loyalty, as it allows you to establish a direct and personalized relationship with each customer;
- acquisition of new customers.
Furthermore, the SMS is a channel with unique characteristics, not easily traceable in other marketing tools, including real-time timeliness, personalization and the possibility of integration with other features.
SMS marketing and real-time timeliness
First of all the unique features of SMS marketing is timeliness: with an open rate of 98% and a read rate of 90% in the first 3 minutes of sending, SMS owe their success to immediacy.
This is because smartphones are always close at hand - it is estimated that users touch the phone 2,617 times a day, making texting even more effective. Another advantage of SMS is that they do not require the use of an internet network, thus not encountering problems related to the delay in the delivery of the text message.
Automated SMS marketing combined with other channels
Obviously doing SMS Marketing does not mean writing and sending messages one by one, but it will be enough to rely on a professional sending software, that is a platform for sending SMS that is able to reach thousands of users in a few seconds. Many platforms including the Italian 4Dem, MailChimp's main Italian competitor for years, also have an Email Marketing platform to be integrated in an omnichannel strategy, aiming at automation. In addition, it easily integrates with CRM, e-commerce and content management systems.
The importance of personalization in SMS marketing
Short and effective text message, personalized sender and call to action: here is the trinity of the customizable elements that affect the performance of the sending. Not all platforms on the market allow so much customization, the choice of the platform will be made based on the needs of the brand.
Expandability of SMS Marketing
Timely communication with the user via SMS Marketing allows you to receive discounts, promotions, and news practically in real time, for this reason the insertion of short links that lead to the brand's website or direct to dedicated landing pages is very effective, where the user can redeem dedicated coupons or discount codes, fill out a form to obtain a specific offer or get more information about the service. Research by Tech Jury has shown that consumers redeem coupons sent via SMS 10 times more than other types of coupons.
Why choose SMS marketing? ROI among the highest
According to a lot of market research, SMS Marketing has shown significant returns on investment (ROI) for many companies over the years. Also according to Tech Jury, text messages have a 209% higher response rate than calls, emails or Facebook.
Doing SMS Marketing for a brand is therefore still an incisive strategy and to be taken into consideration when planning brand promotion activities. SMS marketing can lead to excellent results even in the medium-short term, what you need to pay attention to is the choice of the platform because it will inevitably affect performance. Creating a multi-channel marketing campaign requires the right tools and the use of professional software that follows the brand step by step.
In the world market but also in the Italian one, there are many platforms available that offer this service, from the simplest to the most integrated. In the Italian panorama, the 4Dem platform offers a wide range of customization, the possibility of inserting short links and above all a simplified interface that allows the management of mailings independently, moreover it is an all in one platform that offers the possibility of programming send SMS and email in one place.