SMS marketing leverages the immediacy and high engagement rate of text messages. Unlike email marketing, which can often get lost in cluttered inboxes, SMS marketing is designed for brevity, clarity, and urgency. Here’s why it stands out:

  1. High Open and Response Rates: SMS messages have an open rate of over 98%, with most messages read within minutes of being received. This is far higher than the average email open rate, making SMS a highly effective medium for reaching your audience quickly.
  2. Character Limit Drives Precision: The 160-character limit (for a standard SMS) forces marketers to be concise and focused. Messages are direct and to the point, reducing the risk of losing the reader’s attention. This makes SMS ideal for communicating short, impactful messages without overwhelming the recipient.
  3. Personal and Immediate: Text messages are inherently more personal because they appear directly in the recipient’s phone messages, often alongside conversations with friends and family. This personal touch can make customers feel more engaged.
  4. Minimal Risk of Spam: SMS marketing doesn’t have the same spam issues that email does. With strict regulations and opt-in requirements, recipients of SMS messages have chosen to receive communications, resulting in more targeted and effective marketing.
  5. Better for Real-Time Updates: SMS is perfect for time-sensitive information like promotions, flash sales, appointment reminders, or order updates. Because people check their texts more frequently, SMS ensures these messages are seen quickly.

Best Use Cases for SMS Marketing

  1. Promotions and Discounts: SMS is ideal for sharing exclusive discounts, limited-time offers, or flash sales. A well-timed promotional message can prompt immediate action, driving sales and increasing customer engagement.

    Example: “Exclusive 30% off today only! Use code SAVE30 at checkout. Shop now: [link]”

  2. Appointment Reminders and Confirmations: Service-based businesses can use SMS to send reminders, reducing no-shows and keeping clients informed.

    Example: “Reminder: Your appointment at [Business Name] is tomorrow at 2 PM. Reply ‘YES’ to confirm.”

  3. Order and Delivery Updates: E-commerce businesses can keep customers updated on their order status and delivery information.

    Example: “Your order #12345 has been shipped! Track it here: [link].”

  4. Event Invitations and Updates: SMS is great for sending invitations to events, webinars, or product launches, as well as for providing real-time updates during the event.

    Example: “Don’t forget our webinar starts in 30 minutes! Join here: [link]”

  5. Feedback and Surveys: After a purchase or service, businesses can request feedback or conduct short surveys via SMS, increasing response rates.

    Example: “How was your experience with us? Reply with a rating from 1 to 5.”

  6. Customer Support and Engagement: Using SMS for customer support queries or quick troubleshooting can provide a more personal and immediate way to assist customers.

Why SMS Over WhatsApp or Email?

While WhatsApp marketing shares some similarities with SMS, such as its directness and conversational tone, it has a more flexible format that allows longer messages, multimedia, and even automated bots. SMS, on the other hand, is simpler, more focused, and less reliant on the recipient having a particular app installed.

Email is ideal for more detailed communications, newsletters, or content-heavy updates. But SMS’s character limit and high engagement rate make it the go-to for time-sensitive, direct, and actionable messages.

Conclusion

In summary, SMS marketing is best for delivering urgent, concise messages that need immediate attention or action. Its unique combination of high engagement, personal touch, and minimal spam risk makes it a valuable tool for businesses to connect with their customers effectively. By leveraging SMS for the right use cases—like promotions, updates, and reminders—companies can achieve better results and deeper customer relationships.

If you haven't yet connected SMS to your workflows yet tap the link below to get started and reap the rewards of super high open rates.

Connect with Twilio