SMS communication is the fastest way to reach customers, which is why SMS services are growing rapidly in many organisations. Short messages are a popular alternative to traditional marketing platforms such as email.
On this page you can learn more about the limitations you need to be aware of in relation to the format. You can also read more about when your SMS communication is successful and get 3 tips for your SMS strategy.
What is SMS communication?
SMS, message, text.- When it comes to short messages, it goes by many names. The SMS has gone through an impressive evolution and a lot has happened since the first text message was sent to the present day, where it has become a kind of commonplace.
SMS messages can be received on all mobile phones. It is therefore a platform-independent form of communication. SMS communication can be used for SMS reminders, sending out offers, competitions, polls and much, much more.
SMS communication is the new black in marketing
There are many advantages to using the SMS channel as a marketing channel. For most people, mobile phones are always on the go, making it an effective way to connect with people.
Did you know that you can achieve a 98% open rate with an SMS campaign, for example? It's an effective communication tool that can benefit both businesses and customers. Basically, you have great opportunities to engage customers, promote products and sell more with SMS marketing.
It's also easy to set up automatic SMS flows. That way, you can be sure to send relevant content to the right recipient - at the right time.
SMS communication is also ideal for e-commerce, where you can, for example, minimise abandoned baskets and generally generate more traffic on your webshop. In general, SMS messages are highly interactive and recipients have plenty of opportunities to participate in surveys, fill out questionnaires and so on.
Remember to communicate clearly when sending text messages
Short Message Service. It really can't be said any shorter. Your text messages should be short and you only have space to express yourself in 160 characters. That's why it's important to build personalised content that creates value for the customer.
Luckily, today SMS messages longer than 160 characters can be merged. If you type more characters than can fit in one SMS, the messages will automatically be merged before sending. The recipient will therefore only receive one single message.
As SMS communication offers very little advertising space, it's important to get to the heart of the message. There are no options to add eye-catching animation effects or similar, which places greater demands on the writing.
Financially, it's also never been more important to be concise. The price of an SMS has gone up, which is just another good argument in favour of sending sharp messages.
Pay attention to the styling of your SMS communication
SMS is a serious, reliable channel that is typically read within 5 minutes. Like I said, there aren't the same creative options compared to email, flyers and the like. On the other hand, when you master the format, you can deliver sharp messages.
For example, it's important that the recipient of the message knows what the purpose of the message is. Although a text message should be as short as possible, don't forget the point of the message. If you have a webshop, for example, you should always include one or more links. There's little point in sending out a great offer if the customer doesn't know where to redeem it.
A little extra tip
Use SMS communication strategically. Although SMS is a quick and easy way to convey important messages, it's important to use this form of communication correctly. If you're just sending SMS messages left and right, you risk decreasing engagement with the recipient. Everything in moderation, and so it is with SMS marketing.
When is your SMS communication successful?
One communication platform rarely stands alone. Therefore, if you really want to succeed with your marketing strategy, you should implement several different platforms. For example, SMS can easily go hand in hand with email marketing.
When do you know your SMS communication is successful? Well, basically, your strategy is successful when it meets your expectations. And you can have a lot of them.
As mentioned, SMS communication can be used for marketing and e-commerce, but you can also use SMS for customer service and support, for example. Here you have the opportunity to start a dialogue with the customer via SMS before or a few days after receiving an item. With SMS, your customer service becomes direct and personalised with the customer, which is your unique opportunity to increase customer satisfaction.
You can also succeed with SMS communication within your organisation. Here you can use SMS for shift planning, for example, as you can quickly and easily send messages to your employees. It's also a great tool for recruitment, as you can easily inform applicants whether they have been shortlisted for an interview or not.
3 tips for your SMS communication
Whether you're new to SMS marketing or have extensive experience communicating via text messages, there are some things you should be aware of. Here are at least 3 tips to make sure your SMS communication hits the mark.
1. Be sharp in your communication
Before you even get started with SMS communication, you should familiarise yourself with your customers' and/or employees' wants and needs. When you know their message expectations, you're in a better position to target your communication for greater engagement.
2. Avoid spamming your customers
It can be tempting to send out many SMS campaigns. Nevertheless, you may find that some people get annoyed by too many messages. Therefore, use common sense when using SMS communication. In SMS messages, it is also good practice to inform recipients how to unsubscribe from the SMS service. If you send marketing-related content, it's a legal requirement.
3. Make sure you get authorisation
It is important that you only use SMS communication with customers, employees and others who have given you permission. If you haven't received authorisation, it may be illegal to send messages. Read more about legislation in this post.
