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SMS is a means of communication used since the 1990s. Initially used for interpersonal exchanges, it is quickly integrated by companies wishing to communicate effectively.
Subsequently, the use of SMS marketing becomes more and more important. The good returns generated by SMS campaigns will end up seducing the most reluctant professionals.
THE STRENGTHS OF SMS MARKETING
100% of the mobile fleet: SMS is compatible with all mobile phones, from the most advanced to the most ordinary.
+ 21% marketing SMS: over the last year, i.e. 6.7 advertising SMS sent each month by brands to their customers.
The SMS therefore remains a very effective channel since it makes it possible to reach the entire mobile base, while still being a channel that is still not subject to commercial pressure with 1.3 SMS / week. An interesting opportunity for those who wish to communicate effectively.
A FEW FIGURES ON ITS USE
45 billion text messages are exchanged each quarter in France
3 minutes: this is the average reading time after receiving an SMS
72% of French people: are interested in information SMS (delivery)
92%: reading rate
60%: memorization rate
20% have already clicked on a promotional link via SMS
43% have already purchased a product / service highlighted by SMS
47% have already visited a point of sale in which they are not used to going, after receiving an SMS.
66% have already visited a point of sale in which they used to go after receiving an SMS
52% of consumers have already visited a website after receiving an SMS
THE 9 KEY MMA RULES FOR A SUCCESSFUL SMS MARKETING CAMPAIGN
– Think about the added value that the message brings to its recipient. SMS should be a way to improve your service rather than just an advertising channel.
– Solicit only recipients who have given their permission
– Respect your commitments! Send only what your customers have been offered to receive.
– Write clear messages, avoid SMS language and abbreviations!
– Systematically integrate the Stop SMS / unsubscribe solution (read also: SMS Stop, what does the law say?)
– Rent number bases for more impact during brand highlights (read also: Why rent a number base?)
– Respect the legal sending times, and target the right moment to have a maximum of return (read also: Do you know the legislation on the sending of SMS?)
– Develop its base of telephone numbers using all available means
– Analyze the impact of its SMS campaigns to optimize the next ones
EMAIL MARKETING VS SMS MARKETING, WHAT RESULTS?
Email and SMS marketing have become legion in the communication landscape thanks to their excellent results. Essential tools of communication, fast and inexpensive, their uses are numerous for companies. Whether prospecting or loyalty, Email and SMS are excellent ways to communicate with your customers and prospects. What are the major elements that differentiate these two means of communication? Discover our analysis of these two marketing techniques according to the essential criteria of effective communication!
EMAIL MARKETING, A HISTORICALLY VERY USED COMMUNICATION CHANNEL…
The most classic means of communication, Email Marketing has the advantage of offering infinite personalization of content. Images, videos, sound files or even links will allow you to go further in the communication of your company.
However, email encounters a major barrier: SPAM. Indeed, on average more than 50% of advertising emails are filtered as SPAM, which considerably reduces the reading rate of email marketing campaigns.
Regarding the opening rate, only 20% of the Marketing Emails sent will be opened and this, after 90 minutes following receipt of the Email on average. Email viewing habits can also be a barrier to reading your Marketing Emails. Indeed, without access to a computer, only 28% of the population will on average check their emails.
SMS MAREKETING ADVANTAGES AND DISADVANTAGES OF OPULAR COMMUNICATION TOOL
Increasingly used by companies, SMS Marketing is intended to be closer to your targets and customers, by reaching them in the heart of their daily lives, on their mobile phone.
Nevertheless, unlike Email, the possibilities of personalizing the SMS are limited. In 160 characters, you must optimize your message in order to have the maximum impact on your prospects and customers. However, there are possibilities to enrich your SMS Marketing, in particular the Rich SMS. This technique will allow you to include a link in each message of your SMS Marketing campaign.
On average, a person will check their mobile phone 150 times a day. This channel is therefore the most popular and the most effective for ensuring relevant communication. With an opening rate of 95% and an average reading time of 4 minutes, SMS Marketing is the ideal tool for immediate communication. It will generate the reactivity of your recipients in a very short time if your message is impactful and well constructed.
CHOOSE BETWEEN THE TWO TOOLS COMBINE THEM?
Despite its limitation to 160 characters, its rate of reception, opening and reading is unprecedented, SMS Marketing is today the communication tool offering the most guarantee. Smartphones are ubiquitous in the market allowing effective results for companies using SMS Marketing.
However, Email Marketing remains an interesting tool aimed at a more professional audience. Its more creative and customizable content proposal will focus more on visuals.
By combining Email and SMS marketing, you ensure your company effective communication whose results will not be long in coming. You will be able to both prospect your targets, trigger actions and retain your customers.
SORCES: SMSPARTNER
