Top 5 Reasons to Use SMS and Text Marketing

Discover why the use of SMS and Text Marketing is on the rise, and being integrated into many digital and mobile marketing strategies.

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Top 5 Reasons to Use SMS and Text Marketing

As a digital marketer, you’ve grown accustomed to lead generation channels such as email, banner ads, Google Adwords, and Facebook advertising campaigns. But mobile devices open up an entirely new channel for a business to reach a highly targeted, receptive audience: SMS Marketing, also known as Text Marketing. The use of text messaging is quickly emerging as one of the best and most reliable ways to successfully communicate with your customer.

You may ask yourself, “Why should we use SMS Marketing?” Our answer is simple: “Your customers are texting, so why aren’t you?” Text message marketing gives you the perfect opportunity to connect with your customers on the devices they carry with them all day, every day. If that’s not enough to get you to think about incorporating Text Marketing into your marketing mix, here are six more reasons to consider.

SMS Marketing: connecting brands and their customers in a whole new way.

1. It’s Personal

Your customers have a very personal relationship with their phones. It’s the way they engage with their friends and family. In fact, it’s the very first thing most people reach for when they wake up. Once your brand is invited into this inner circle — caveat: you need permission — you’ll have an immediate, more intimate way to have a one-to-one conversation with your customer.

2. It’s Simple

SMS Marketing provides businesses with an uncomplicated way to connect with customers. It doesn’t get much simpler than sending a text. For marketers, though, the trick is to be able to have an engaging chat when limited to around 160 characters at a time. Brief messages featuring incentive contests, coupon redemption, opt-in surveys, and polls help move the conversation along. Tip: Include your SMS number or a short code on your direct mail, email, website, and social media pages. This can be a proven way to entice consumers to opt-in to your SMS Marketing programs.

3. It’s Highly Targeted

A consumer’s relationship with their phone, combined with a permission-based relationship with your brand, is a powerful marketing tool. Surprisingly, the majority of consumers are actually receptive to interacting with businesses via text, just like they do with their family and friends. With their permission, this receptive audience can be a lucrative one. But don’t overdo it. No one wants their phone swamped with unwanted texts. As a best practice, consider that more than 2–4 texts a month risks annoying your customer. If your offer is relevant and written specifically for the individual customer, you are sure to make a connection. You can also send a mass text — targeting a bigger audience — with a coupon or special offer they can’t resist.

4. It Outperforms Other Channels

SMS Marketing boasts greater immediacy and attention than other digital marketing methods: from open rates to delivery, SMS topples email, Facebook, and push notification. When compared to other advertising categories, according to Mobile Marketer, SMS Marketing can lead to higher engagement rates and enviable ROI. While SMS outperforms other channels by leaps and bounds, it’s even more effective when used in conjunction with voice, email, push notification, and other channels, as an integrated part of your digital and mobile marketing strategy.

5. It’s Easy to Implement, Manage, and Track

With most SMS platforms, you can quickly and easily monitor and measure the performance of each SMS campaign. Because Text Marketing is permission-based, you’re off to an excellent start: you know exactly who you are messaging and, because of that, you can capture highly specific data about your customers including demographics, interests, purchase history, and more! Proving marketing value is the holy grail for every marketer, and SMS Marketing, if properly integrated into your CRM, allows you to measure real-time performance of your text messaging campaigns — even mass texting can be tracked with proficiency.

Why use SMS Marketing? Why not!

Whether you’re sending a global marketing campaign to millions or engaging customers around the corner, the use of Text Marketing is a highly effective and friction-free way to communicate with your customer. If these reasons have convinced you to include this digital marketing channel as part of your mobile strategy, consider this six-point checklist to help you choose a solution provider:

  • Global reach: Does your provider offer a superior global carrier network to ensure seamless and speedy delivery of your text to any part of the world? And can it scale to handle hundreds of thousands of texters simultaneously?
  • Flexibility: Can the provider offer a solution that can be easily integrated into your existing software and/or CRM?
  • Feature rich: Does the provider offer the ability to send emoji, calendar invites, polls, surveys, and picture messages with MMS (Multimedia Message Service).
  • Language services: Do they offer translation services in real-time so you can text with your customers — automatically — in their native tongue?
  • Uptime: Does their service level agreement meet the real-time demands of your business and, more importantly, ensure your messages are delivered without service interruption?

As you evaluate your SMS Marketing provider, consider Twilio’s cloud-based communication platform. Big brands like HBO and Sprint have leveraged our SMS Marketing communication APIs to connect with their audiences in fun and innovative ways. Our comprehensive suite of developer-friendly APIs gives you the ability to not only include messaging apps but voice, video, Facebook Messenger, push notification, and other communication apps that you can seamlessly integrate within your digital and mobile marketing ecosystem.

Ready to see how Twilio can help make your SMS Marketing efforts successful? Talk to us, or learn more with the recommended resources below:

For marketers:

For developers: