Your phone is probably within arm’s reach for most of the day (unless you forgot it while you sh*t). The same is true for most people. So you would think that SMS messages would be a great way to engage, nurture, and sell to your audience, right? Not everyone seems to think so. Today we’ll discuss the reality of SMS marketing and whether you should be getting into it. Let’s get into it!
What is SMS marketing?
Short Message Service (SMS), mobile marketing, and text message marketing all refer to the same thing with “SMS marketing” being the most widely used term. SMS marketing is a permission-based marketing channel, used to send time-sensitive updates, reminders and alerts, and other transactional messages to your leads, clients, and subscribers (opt in’s).
What is MMS marketing?
MMS marketing or “Multimedia Messaging Service”, uses multimedia — such as pictures, videos, audio, and GIF files (my favorite). MMS uses a permission-based opt-in approach to deliver rich media to a list of subscribers. Most often MMS is used during sales or to deliver graphics alongside a brief message and short link.
What’s the difference between SMS and MMS marketing?
There are a few main differences between SMS and MMS marketing. SMS marketing is more cost-effective than MMS marketing in most cases. But perhaps the most important difference is what you have the capability to send with each method. Will your subscribers respond better to a brief message and call to action link? Or an eye-catching graphic and message? (Or just a funny GIF?)
Shortcode and long code numbers
Text message marketing can be managed from one of two sources, long code or short code numbers. Long code numbers are standard 10-digit numbers (just like your cell phone). An SMS short code number on the other hand is a 5- or 6- digit number that is easy to remember.
Alleged Clickbait Myths
Nobody trusts or reads the SMS messages that are sent to them.
I was on a strategy call recently with a life coach out of Utah. When I asked them point-blank why they doesn’t believe in using texting to communicate and engage their audience, they said simply: “Most of those are scams and no one reads them”. Fair enough. Prior to my husband clearing my phone messages out on an OCD-fueled evening — I had over 200 unread messages myself. And only some of them were people I was ignoring. Scams though? Not so much in my experience as a consumer. Occasionally, yes, but very infrequent.
Short-form content doesn’t convert
I have heard this myth a number of times over the last few years. Ridiculous in my mind. What about emails with an average return of 4200%? Tweets that have been shown to influence search results on Google? Or even a 3 article, 300-words-each blog funnel that converts 60% of retained traffic (the traffic that made it through steps one, two, and three)? No matter the case, short-form content DOES convert.
Unwanted SMS has ruined it for everyone
Unwanted SMS has in fact ruined a lot of this for everyone. While unwanted cold campaigns used to be the norm, a lot of compliance updates have virtually erased these. (Though, they do still happen frequently!) Stay compliant and make sure you’re nurturing relationships (not pitching) and you will not have those problems.
Compliance is hard and can cause more problems than it’s worth
As with most marketing channels, there are rules and regulations you have to consider when using them. In the United States, the TCPA and CAN-SPAM acts require consent before texting someone. Check out this great blog from JookSMS for more info (including other countries). For the most part, only text people you have permission to during daytime hours and no more often than 1–2 times per week and you will be ok!
The reality by the numbers
The majority of texts are opened within the first 90 seconds (90 percent or more). With an average open rate of 98%! The average conversion rate for SMS is 30%, whereas the average conversion rate for other marketing channels is between 1.5 and 11%. There are even experts who argue that the average should be much higher when taking a larger data set. The average response time for texts is 90 seconds, whereas the average response time for emails is 90 minutes according to simpletexting.com (honorary mention but didn’t make the cut for our top 5). SMS is less cost-effective than some other channels. SMS is on par with ad’s cost per click (CPC) being as low as a couple of cents versus sending emails which costs less than a cent to send for example.
The average cost per SMS credit was $0.0288 USD for reference.
New laws, regulations, and consumer education have virtually eliminated the fear of spam messaging while raising awareness of the tactics used to send spam messages.
Putting the numbers together
The higher cost of automated SMS and MMS marketing is offset by a higher average conversion rate, letting us see that even though SMS credits are more expensive, the return on investment is much higher than most other channels. 30% average conversion rate x 1500 contacts (average small business list size) = 450 potential sales of your product or leads for your business 450 potential sales x 90% occurring within just a few minutes = game changer!
Learn how to build an email and SMS marketing list here.
SMS Marketing Best Practices
Ensuring opt-in
As is the case with permission-based marketing methods like email and SMS. You have to get permission from your subscribers before texting them! A simple checkbox or radio button on your lead popup will suffice! You can also take advantage of “conditional opt-in”, which states you can message someone if they have expressed interest or began a conversation with you. Like a lead magnet.
Short and quick copy
The best copywriting is so simple anyone can understand it. Look at big companies like Uber! On their website homepage, there isn’t one case where they use more than one sentence in their web copy. I will acknowledge website copy is a bit different depending on your business. For the most part, shorter is better. But for SMS marketing the same principles apply — remember, you only have 160 characters! To get better the best thing you can do is practice and split-test your content!
Staying respectful
Have you ever had someone bang on your door at night? It’s pretty unnerving. Your mind immediately assumes the worst. Now imagine if the person banging on your door at 2 AM was a salesman screaming, “Look at my new content”! Staying respectful involves common courtesy. Only message people within the daylight hours — 9 AM to around 5 PM (local time) is generally accepted as daylight hours.
Tracking results and conversions
Use the Google Analytics URL builder tool plus a short link maker like Short.io to track specific campaigns’ results. Tracking conversions and lead origin are two key factors that play into your business’s long-term success. You want to be successful, right? (I hope)
Stay compliant
I said it before, and I’ll say it again! Stay compliant to avoid future problems. In general: always get opt-in, never text outside of daytime hours and avoid sending more than 1–2 text messages per week. (And never ever send long-form content as multiple SMS messages).
The verdict
Pros
Quick engagement, traffic, and sales: SMS has a proven track record of driving engagement, traffic, and sales with record click-through speeds. With 90% of SMS messages being opened in under 90 seconds, there’s something to say about the speed of results.
98% average open rate: While 90% are opened within the first couple of minutes, an overall percentage of 98% of SMS marketing messages will be opened. I wasn’t able to find an agreed-upon click-through rate but between 30–55% is the range I’ve experienced and echoed across the world wide web.
30% average conversion rate: I still can’t get over this conversion rate. It’s so much higher than the averages on most campaigns. With 30% of texts leading to a conversion, it’s admittedly negligible to ignore these results. And with some experts arguing the conversion rate number should be higher, the reasons for SMS are stacking up.
Automation: While not discussed today except here. As I was doing research to supplement my knowledge with data, I noticed a number of platforms boasting integrations. Integrations mean automation which means human-assisted nurture and engagement!
Cons
Compliance issues: While perhaps the most blaring con to any marketing channel. SMS marketing has surprisingly few cons. Ensuring compliance as a busy business owner is just one more thing to do after all.
Copywriting for text messages: You can’t just send SMS messages. Short-form content is notorious for being the most difficult to write. SMS messages are on the same level as headline text. A popular saying among copywriters is your headline is eighty cents of your marketing dollar. Which is 100% accurate! If you can’t engage someone with your short text, they have no reason to click on the link and take action. To be real, most business owners can build a decent campaign on their first try. Use the templates at the bottom of this post to get a solid start!
Call tracking: Call tracking, lead tracking, or conversion tracking all refer to reverse engineering each lead’s journey through your funnel. While tracking clicks with a short link is the first step, the next best thing is to track the results with an analytics tool like Google Analytics. (Analytics article and podcast coming soon!)
My Take , Best Software, And Business SMS Message Templates
As a marketer, sometimes it’s hard, to be honest about the nastier sides of these marketing channels. Ultimately, my livelihood depends on new and existing clients continuing services. But in the case of SMS, it’s not hard at all since most of the problems aren’t problems, they simply require a bit more research — or an expert marketing team, to overcome. I always want to nod toward automation, though I don’t like to rely on it 100% it can be a lifesaver for a new business owner and solo entrepreneur.
SMS has shown incredible power in recovering carts, gathering reviews, engaging, nurturing, and selling. When done right you can build a more personal relationship with your audience and build a more tight-knit and active community. I would then stand firmly on the ground that SMS is worth the hype. The clickbait, while valid concerns, just don’t hold up strongly enough to consider neglecting this marketing channel. Another nod toward omnichannel integrations and text message marketing has become one of my few favorites! Yes! SMS is Worth the Hype!
Best SMS Marketing Software
Drip Marketing Software (Best SMS software and comes with email marketing)
This is primarily email marketing software, but for startups and small businesses on a budget, the email plus text messages bundle is based on the volume of contacts and sends per month. I’m a fan of their email marketing (which has all the key features) and the SMS is top-notch!
Sideline (Best for manual segmenting SMS and as a second business phone)
While primarily marketed as a second phone line for your business, Sideline Pro allows you to send bulk and automated SMS to a list of subscribers. Highly recommended for both use cases!
Twilio (Best for short code, API access, and third-party integrations)
I have used Twilio for both calls and SMS. On both occasions, it was easy to use and had great deliverability. With my fingers in all the pies, so to speak, Twilio also has an amazing integration list and API access. (Plus the development team is really nice).
Send in Blue (Best for Email and SMS)
Send in Blue really is the best for e-commerce and for those aspects of businesses. Not to say it’s not usable and useful in other use cases, it’s just the best for it. That statement extends to their SMS marketing suite which allows for easy multichannel email and SMS campaigns from one place.
Free Business SMS Text Message Templates
Feel free to use these free templates for your campaigns or as a starting point for a new business venture! You can get custom-made SMS templates when you book a GTKY (Get to Know You) call with our marketing experts!
Opt-in message
Welcome to [Company or our insider’s club]! We’re excited to have you here, stay tuned for offers, deals, and other (adverb) content! Reply STOP to unsubscribe.
Get traffic for a blog, post, or video
{First Name}, we just (released/posted) a new (video/article/post) we thought you’d enjoy — check it out: [Link]
Order confirmation
We got your order {First Name}! Our team is taking care to get things ready for you. In the meantime keep an eye on your inbox for updates! Forgot something? Get [upsell incentive] with code [Code]! [Link with Code applied]
Order shipped
It’s on the way {First Name} — don’t worry, we won’t judge if you look out the window even though you just got this confirmation. Check the shipping status here: [Link]
Order delivered and review request
Check the front step (and the mailbox). Your order has arrived, {First Name}! Once you’ve got your goodies, consider leaving us a review here: [Review Link]
Review request
Hello {First Name}! [Your name] with [Company] touching bases to see how your experience was with our team. I’d appreciate it if you left us some feedback too! [Review Link]
A reminder of upcoming appointments
It’s almost time, {First Name}! Just a reminder that our meeting will start at [Date and Time]. (Here’s the link/I’ll be calling you from [Phone number]) talk to you then! [Meeting link or company website] -[Your name]
Missed appointments
I missed you, {First Name}. 🙁 No worries though! Things happen — you can reschedule with me or I’ll touch base with you soon. [Talk soon!/Toodles!/Other] [Scheduling link]
Request a review
Hey {First Name}! Team/We at [Company Name] has/have really enjoyed working on your (project/business), would you mind leaving a review about your service? [Review Link]
