When we think about SMS, we might picture it as a relic of the past. However, the truth is that SMS remains a powerful and highly relevant tool in the business world today. Modern companies are constantly seeking ways to enhance communication with their customers, increasingly focused on providing more personalized and effective experiences. While there are numerous channels for interaction—like email, social media, and chatbots—SMS, despite being a veteran, continues to be one of the most effective and direct methods. When combined with an omnichannel strategy, SMS becomes a potent tool that not only strengthens customer connections but also has the power to optimize marketing campaign outcomes and customer service efforts.
Why SMS?
The real question should be: why not? Despite the proliferation of new communication channels, SMS continues to shine for several compelling reasons:
High Open Rates:
With the rise of smartphones, SMS has gained even more relevance. Despite the emergence of new messaging platforms, SMS remains a key channel due to its ability to reach a broad and diverse audience. What makes SMS particularly valuable is its open rate: nearly 98% of SMS messages are opened and read—most within minutes of being received—compared to much lower rates for emails or app notifications.
Moreover, SMS messages boast a significantly higher response rate, averaging around 45%, outperforming other channels. This makes it an ideal tool for sending critical messages, such as limited-time promotions, event reminders, or service updates.
Simplicity and Accessibility:
One of the standout features of SMS is its simplicity and accessibility. Unlike other communication platforms that require specific applications, internet access, or certain technical skills, SMS is universally accessible to anyone with a mobile phone. Almost all users, regardless of age, location, or technical expertise, can send and receive SMS messages.
SMS does not depend on the latest devices or internet connectivity, opening doors to a segment of customers who may often be excluded from other forms of digital communication, ensuring that your message reaches a broader audience. Its simplicity also facilitates interaction: with a quick glance at their phone, customers can see the message without needing to open apps or navigate redirects.
Immediacy:
SMS is the go-to tool for communications that require quick attention. Unlike emails or social media notifications that can be overlooked, SMS has a remarkable open rate for a reason. When you send an SMS, the message arrives instantly on the recipient’s device. This enables businesses to communicate effectively during critical moments. Whether it’s informing a customer about a change in their order, sending reminders, or alerting them to a special promotion, SMS ensures that information is delivered when it’s most needed.
Furthermore, SMS can include direct calls to action, such as links that drive immediate traffic, enhancing engagement and response rates.
SMS in an Omnichannel Strategy
For an omnichannel strategy to succeed, it must integrate all touchpoints between the brand and the customer to offer a seamless and consistent experience, regardless of the channel used. In this context, SMS should not be viewed as an isolated channel but as a key player within a company’s communication ecosystem.
SMS can work hand-in-hand with other channels, such as email, social media, or live chat, providing a cohesive approach. For example, a marketing campaign might start with an email detailing the offer and be complemented by an SMS reminder about a limited-time deal. This combination ensures the message effectively reaches the customer without overwhelming them through a single channel.
Additionally, it’s crucial to maintain consistency in the messages the customer receives. The same brand values and tone should be present across all communications, whether the customer is receiving a text message, engaging in a chat, or reading an email.
Use Cases: The Utility of SMS
SMS can serve multiple functions within an omnichannel strategy, extending beyond just marketing.
1. Notifications and reminders:
SMS is perfect for sending appointment reminders, payment due dates, order status updates, or service renewal reminders, ensuring that customers stay informed about relevant information.
2. Promotions and personalized offers:
When customer behavior data is combined with personalization, SMS becomes an ideal channel for sending exclusive offers or limited-time promotions based on user preferences. For instance, you could send an SMS to a customer interested in a specific product, offering them a personalized discount to increase conversion rates.
3. Customer support and service:
SMS can be integrated as an additional channel in customer support. It allows for quick responses to simple inquiries or follow-ups on open tickets. Combined with other channels like live chat or email, it creates a smooth support experience where customers can choose how and when to interact with the company.
Best practices for using SMS
Data-Driven personalization:
The key to successful SMS usage lies in personalizing messages. Leverage customer behavior information or preferences to send relevant and timely messages. Tools like Froged allow you to segment and customize sends, ensuring each customer receives the right content.
Synchronization with other channels:
SMS should not operate in isolation but should be interconnected with other communication channels. For example, if a customer makes an online purchase, an SMS can confirm the order and provide tracking details, complementing transactional emails and enhancing the overall customer experience.
Watch your frequency!
While SMS is a highly effective channel, it’s vital not to overdo it. Sending too many messages can come across as intrusive and lead to customer opt-outs. Use SMS for timely and high-value communications, like special promotions or reminders, ensuring customers receive relevant messages without feeling overwhelmed.
Regulatory compliance:
Adhering to privacy regulations is essential. Always ensure you have explicit consent from customers before sending SMS, and provide an easy option for them to opt-out if desired. Additionally, keep the subscription process clear and transparent. This not only respects customer privacy but also ensures your messages reach interested recipients, improving conversion rates.
Experts expect SMS to continue evolving as a marketing channel, solidifying its position alongside email in the digital strategies of most online marketers. Its ability to personalize customer experiences and deliver real-time communications gives brands that effectively integrate it into their omnichannel strategies a significant competitive edge.
Don’t underestimate the power of SMS; it’s more alive than ever. Companies that know how to leverage it effectively will be better positioned to meet their customers’ needs and optimize their results.
