SMS advertising remains a direct and effective marketing tool, despite the advent of new digital technologies. That is why this channel continues to be a winning choice for many companies.
Why is SMS advertising effective?
SMS advertising is effective for several reasons:
- High open and read rates: SMS boasts open rates approaching 98 percent, significantly higher than other channels such as email.
Most messages are also read within minutes of receipt, ensuring immediate visibility for the promotional message. - Direct and personal communication: SMS enables direct reach to the customer on their mobile device, establishing personal and direct contact. This fosters greater connection with the target audience.
- Universality and accessibility: Almost every cell phone is capable of receiving SMS, making this channel accessible to a large demographic regardless of device type or Internet connection speed.
- Brevity and immediacy: The short format of SMS compels the creation of concise and direct messages, facilitating immediate understanding of the offer or promotion.
Advantages of sending bulk SMS advertising
Bulk SMS advertising offers several advantages:
- Wide coverage: You can quickly reach a large number of potential customers with a single mailing.
- Low cost: Bulk text messaging has relatively low costs compared to other forms of advertising, with excellent cost-benefit ratio.
- Speed of deployment: SMS campaigns can be created and launched very quickly, enabling prompt reaction to market opportunities.
- Ease of measurement: You can easily track the effectiveness of campaigns through metrics such as open rates, click-throughs and conversions.
Statistics of opening and reading SMS advertising
Statistics confirm the effectiveness of SMS advertising:
- Open rate: Up to 98% of SMSs are opened, with most read within minutes of receipt12.
- Response rate: The response rate to SMS can be as high as 45%, far exceeding that of other channels such as email7.
- Read speed: More than 90% of SMSs are read within 3 minutes of being sent2.
Cases when it is not convenient to use SMS advertising
Despite their effectiveness, there are situations in which SMS ads may not be the best choice:
- Complex or long messages: Given the character limitation, SMS is not suitable for elaborate communications or those that require a lot of detail.
- Unprofiled audiences: Sending SMS to unqualified contacts or those who have not given consent can be counterproductive and potentially illegal8.
- Excessive Frequency: Too frequent use of SMS can irritate recipients and lead to unsubscribes.
- Visual content: If the campaign requires elaborate images or videos, other channels such as email or social media may be more appropriate.
How can I optimize the open rate of SMS advertising
To optimize the open rate of SMS advertising, you can follow these effective strategies:
Timing of submission
Choose carefully the time of sending SMS:
- Avoid night times or early mornings that may be troublesome
- Privilege time slots when people are more likely to check their phones (e.g., lunch break, end of work day)
- Consider the context and habits of your target audience
Message personalization
Make the message as personalized and relevant as possible:
- Enter the name of the recipient
- Segment the database and send targeted content based on interests
- Make reference to previous customer interactions or purchases
Captivating content
Create a short but impactful text:
- Use clear and direct language
- Insert a strong and highly visible call-to-action
- Highlights the value or benefit to the recipient (e.g., exclusive offers, discounts)
Optimal frequency
Do not overdo the frequency of postings:
- Limit text messages to 1-2 per month to avoid annoyance
- Focus on quality rather than quantity of messages
Technical optimization
Take care of the technical aspects of the submission:
- Use a recognizable sender (brand name or dedicated number)
- Insert shortened links to track conversions
- Test different versions of the message (A/B testing)
By following these best practices, you can maximize the effectiveness of your SMS advertising and achieve high open rates of up to 98 percent within the first 15 minutes of sending.
SMS advertising remains a powerful tool in direct marketing, offering high effectiveness and excellent return on investment when used correctly and in compliance with applicable regulations.
Do you want to run a Campaign using SMS advertising? Contact us to ask for your customized SMS Marketing strategy.
FAQ on SMS advertising
Here you will find a list of FAQs we have selected for you:
Yes, but it is necessary to obtain explicit consent from recipients before sending and to comply with privacy and direct marketing regulations. This is why we at Factory Communication have formed partnerships with absolutely reliable Partners.
An effective SMS advertisement should be concise, ideally not exceeding 160 characters to ensure readability and immediate impact.
You can track metrics such as open rates, click-throughs on included links, conversion rates and number of unsubscribes.
Yes, personalizing SMS with the recipient’s name or other relevant information can significantly increase the effectiveness of the campaign.
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