Our smartphone usually accompanies us all day: We make phone calls, check the weather, the latest news and pictures of our best friends on Instagram. Many users don't even put their mobile phones out of their hands in the toilet anymore. The smartphone is therefore the gateway to your own customers and the easiest way to reach and address the target group directly. In addition to common (online) forms of advertising such as email marketing, Google Ads and social media, sending short marketing messages, also known as SMS marketing, is still a form of advertising that has been so far little used but very effective. Read here how you can convince your customers with just 160 characters.
What is SMS marketing?
SMS marketing is the sending of short messages to one's own customers and prospects for advertising or service purposes. SMS marketing is a successful addition to online marketing measures such as email marketing or social media ads and offers another direct touchpoint on the customer journey. Sending short messages is now one of the most effective forms of customer communication, as messages are opened much more frequently and faster than emails or postal mailings. The message from the brand goes straight to the customer's pocket or hand.
It is important to obtain the appropriate opt-in (permission to send) from the customer and to give them the opportunity to stop this delivery at any time (e.g. by sending “STOP”). Only then can SMS marketing be used legally and without data protection concerns.
- Comparatively high opening rate
- Quick response time from recipients
- High interaction rate, such as when using links
- Great for updates and limited-time offers
Applications for SMS marketing
Sending short messages is particularly suitable for situations in which customers need to be reached promptly. This is particularly the case with short-term offers and promotions. A specific group of recipients can be notified of specific discounts, coupons or promotions and encouraged with a call-to-action, for example to make a purchase. Updates on a planned event or the weather can also be sent to a specific target group in this way.
In addition, SMS marketing can also send targeted messages to individuals or customers. This is particularly beneficial in digital customer service, for updates on orders, train or flight tickets, appointment confirmations or tracking codes for shipment tracking. These short updates reach customers directly and inform them immediately.
Especially for e-commerce companies, tour operators and airlines as well as service companies, it is worthwhile to inform customers quickly and easily about this route as well.