Marketing teams are always looking for the next effective channel for reaching their audience. But instead of looking for the next shiny object, looking at a technology that has been around for decades might be where to start.
Text-based SMS messaging has a consistent 95% or more open rate compared to an average open rate of 25% for email. The market for SMS based marketing is also not yet saturated yet. The high open rate also means if you don't have a relevant message for your audience, you will have high unsubscribe rates.
The challenge with SMS is that it is mainly text based, so your copy must be on-point. An SMS campaign must be very thoughtful around the copy, and every word has to matter. A common practice is to keep SMS messages short and to the point. Distilling your message as if it was a tweet is key.
SMS marketing is mobile marketing, so the timing of your campaign is important. Sending someone a text at 2:00 AM will not be welcome.
Make sure you have an opt-in before messaging as the compliance considerations are stricter than say cold email outbound campaigns.
Lastly, there are many more tools to leverage to launch an SMS campaign at scale, and tech infrastructure continues to be built, such as companies like Twilio.
References:
https://martechseries.com/sales-marketing/b2b-commerce/customer-service/necessary-paradigm-shift-conversation-apis-will-deliver-true-two-way-omnichannel-messaging/
1 comment:
Attentive Mobile raised $230M on a $2B+ valuation doing this.
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