A staggering 92% of the global population owns a mobile phone, making it the most accessible marketing communication channel for brands. Especially when attention is a finite resource, standing out amongst the hustle and bustle is key. Customers are expecting personalised mobile experiences as they increasingly rely on mobile devices for shopping, browsing, and research. With a 98% open rate and 65% response rate, SMS is truly a no-brainer customer engagement solution. More brands have been turning their focus toward the channel in recent times. If you’ve been overlooking SMS marketing because you’re not sure, then now is the time for you to reconsider.
Cost-effectiveness and substantial ROI
With budget cuts and closer scrutiny of marketing expenses, cost considerations are one of the top priorities on the list. SMS messages are a cost-effective solution with superior ROI and unparalleled engagement rates. Not only do customers who opt-in for SMS campaigns typically spend more, but they also engage better across other channels. Strikingly, the impact of SMS is seen on an omnichannel level. When consumers are engaged across more than one channel, their lifetime value increases by 30% more than those engaged on one channel. Brands attribute at least 10% of their earnings to SMS, and when it’s for a specific targeted campaign, the ROI can sometimes be higher. For email and SMS-integrated campaigns, SMS can increase email open rates by 30%.
The only channel with immediate and guaranteed delivery
There’s no doubt that customers are constantly seeking instant gratification. This global insatiable desire for personalised experiences and delightful moments creates a prime opportunity for brands to meet those needs. SMS marketing connects your customers at the exact moment when it matters most.
Whether it’s a limited-time coupon code or a restocking notice of a favourite item, customers can receive timely and personalised SMS messages that nudge them wherever they may be in the buying journey for your brand. All it takes is a single notification to get the message across – no browser or logins are needed. Texts don’t bounce or require an internet connection, making it a great alternative to engage with customers compared to traditional email marketing.
Two ways to get started with SMS Marketing
- Event-triggered SMS
Customers are expecting more from brands than ever before. Event-triggered SMS marketing can meet your customer at a timely moment, sending messages such as welcome texts, abandoned cart reminders, and order updates. To further enhance the customer experience, SMS can be used in combination with your email campaigns. For instance, after sending an abandoned cart email, a text reminder with a “LOW IN STOCK” headline is sent to urge the completion of the purchase. By leveraging event-triggered SMS alongside email campaigns, businesses can increase their customer engagement across multiple channels and touchpoints.
- Broadcast SMS
For modern shoppers, speed and convenience are paramount when it comes to memorable brand experiences. Delivering impactful messages is critical to customer engagement success and SMS marketing is high on the list to deliver these results. One solution? Broadcast SMS. This type of SMS marketing is often used for promotional campaigns or announcements that get sent to a large customer base at the same time. It covers a wide range of messages such as special offers, holiday events, or new products. What sets you apart is tailoring your message to what is most important for your customer. Because no customer is the same, it’s critical your broadcast SMS strategy is underpinned by personalisation. Using customer data stored such as location, purchase history or shopping wishlists, can ensure relevancy and engagement no matter how many mass texts you deliver.
For example, a retail brand could promote their holiday sale through SMS and layer it with personalization by offering a discount code for the customer’s closest store in their location or where they had last purchased an item. Moreover, a restaurant could promote their new seasonal menu to past patrons by sending SMS on their birthday or anniversary using data from previous reservations.
With high open and engagement rates of SMS marketing, it’s no wonder that businesses are turning to the channel to drive customer engagement and revenue. Providing customers with personalised experiences and the opportunity to meaningfully connect with brands is now at the forefront of modern marketing. Platforms like Dotdigital help retailers create highly effective SMS campaigns by unlocking the full benefits of automation and personalisation, making SMS marketing undoubtedly, the next shiny sword in your sheath.
For a more in-depth analysis on the types of SMS marketing strategies you can adopt immediately, download the Dotdigital SMS strategy guide here.
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Article source by Dotdigital
Dotdigital is a customer engagement platform that helps digital marketers and developers deliver communications across the customer journey. Get in touch with Dotdigital and explore how they can assist your business here.