What is SMS Marketing?
With 3.8 billion smartphone users across the planet and 95% of texts being opened within 3 min, it’s easy to see that text has taken over. And local businesses have picked up on it.
SMS marketing is the practice of using text messages to convert leads and keep customers engaged. As a rule of thumb, text messages are usually 160 characters or less and require prior permission from your customers to send.
These text messages may include a number of multimedia elements such as pictures, videos, GIFs, and links, and senders must abide by their country’s rules and regulations, as well as those of the recipient.
Local businesses sometimes worry that SMS marketing software is too complicated to implement or that promotions can frustrate customers and damage their relationships with them. However, with the right practices and information, SMS marketing can be a huge asset and revenue driver.
Done correctly, SMS marketing can actually strengthen relationships by inviting responses. With well-timed messages and relevant content, it feels more intimate than other marketing messages and encourages continued engagement in a way only text can. The key is knowing how to message the right way.
Bulk messaging vs SMS marketing
Bulk messaging is the distribution of large numbers of text messages for delivery to mobile phones. It often takes the form of one-way blasts and has traditionally been a less personal form of communication. And if it’s intended as marketing, it may not be compliant by local regulations if individuals haven’t opted in to receive the messages. SMS marketing, on the other hand, involves sending personalized promotional or transactional messages for marketing purposes via text message. It centers around taking an individual approach to each customer.
Transactional text messages vs. promotional text messages
Transactional messages are operational in nature and sent in response to a customer’s interaction with your business or service. They can include payment invoices, shipping notifications, and response to support texts initiated by the customer. For example, you might receive delivery notifications from your driver through SMS if you order dinner through an app. These messages pertain specifically to your order’s status and are part of the transaction.
Promotional messages communicate promotions. The most obvious example of these are texts that include coupon codes, specials, or discounts. But promotional messages might also include business updates that aren’t directly related to a customer’s interaction with your business—for example, an announcement about a new location, extended hours, or an upcoming customer event.
You can create SMS marketing campaigns for all of these types of promotional messages. And adhering to promotional best practices is a good decision when in doubt about the nature of your message.