SMS still King when it comes to ROI

All the data suggests that when it comes to how to allocate your mobile marketing funds, SMS marketing needs to remain at the center. The first text message was sent in December of 1992 via computer. By the mid 90’s cellular phones began to be designed with text messaging capability but adoption of the technology was still slow with the average cell phone user sending just .4 texts per billing cycle. In 2017, Americans collectively will send several billions texts each day. Despite the growing popularity of messaging services like WhatsApp and Facebook Messenger, SMS remains the preferred way to send and receive short text messages. So while it’s the original and oldest mobile marketing channel in existence, it’s not slowing down any time soon. SMS marketing spending continues to increase each year and for good reason.

The cost of text messaging

One of the reasons text message marketing remains so popular is because it’s inexpensive. Bulk SMS providers charge just a few pennies per text and the more texts you send the lower that cost per text usually is. In addition to paying per text, you can pay to have a short code (a five or six digit number that customers send a text to in order to opt-in to receive texts) and a registered keyword (the word customers must text to the short code in order to opt in). All told, you can send hundreds or even thousands of texts per month for around $100 or $200 per month depending on the platform used and the number of keywords and other features.

It works

Not only is it inexpensive but it’s extremely effective. Text messages have an open rate of about 98%. In other words, for every 100 recipients of your text message, 98 of them will at least open the text (90% within three minutes of receiving it). That 98% open rate is especially effective when compared to email’s open rate of 20%.

Coupons sent via text are also more effective with a redemption rate of around 10%. Print coupons are only redeemed about .5% of the time and emailed coupons are only redeemed about 3% of the time.

Though texts are limited by the number of characters that can be sent at one time, those characters can be a hyperlink to a website. When links are included in text messages, they’re clicked on approximately one third of the time. That’s ten times more than included links in emails are clicked on by recipients.

In conclusion

The relatively low cost combined with insanely high open and click-through rates make SMS marketing a no-brainer. If your budget is tight and you have to choose between SMS marketing and other mobile channels such as in-app advertising or banner ads for mobile sites, SMS marketing should get the funds every time.

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Why SMS Needs to be at the Center of Your Mobile Marketing Strategy

Smartphones and tablets have changed virtually everything about our day-to-day lives. It’s changed the way we plan and coordinate our schedules through calendar and other productivity-based applications. It’s changed the way we socialize by revolutionizing social media platforms and the way we use them. It’s even changed the way we communicate with family and friends to the ease of video and wi-fi calling solutions. So it’s no surprise that mobile technologies are also changing the way that consumers interact with their favorite brands and companies.

Businesses big and small are reallocating their marketing budgets to make sure they’re communicating with their customers across their favorite channels. Though mobile technology is constantly advancing and there are always new ways to communicate via mobile, the one that has really stood the test of time and remained at the center of companies’ mobile marketing efforts is SMS (or texting). Here’s why.

It’s the most reliable

Not all mobile phones are smartphones. Some aren’t connected to the internet and can’t have apps installed. But nearly all mobile phones can send and receive texts. Of all the mobile channels, SMS is the one that is the most likely to work for every customer.

Not only does SMS work with most phones, they’re more likely to be received. Push notifications through apps can be turned off the moment a user installs the app. Mobile optimized emails (though more likely to be read than regular emails) still aren’t as good as texts because many email services filter out promotional emails as junk and they’re never seen yet alone read. Texts, on the other hand, have a 98% open rate so it’s almost guaranteed that the recipient will receive and read the message.

SMS is a doorway

A perceived weakness of text messaging as a marketing channel is actually a strength. Most cell phone service providers limit texts to 160 characters. But a text message can include a link that is a portal to other interactive mobile content. Simply put, text messages can be used to link customers to mobile-optimized websites, video content, and social media pages. Another benefit to the 160 character limit is that it forces businesses to be concise and direct and carefully consider the absolute best way to convey a message. Many emailed messages lack the power of a carefully worded text because of the longer format.

The top brands like Coca Cola recognize the power of SMS marketing and have been known to spend up to 70% of their mobile marketing budget on texting. If you’re considering expanding on your mobile marketing efforts, SMS needs to play a central role.

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How to Become an SMS Marketing Expert in Just Six Steps

If you’ve never tried to use SMS marketing before for your business, it can be pretty daunting—especially if you’re not very tech savvy. But text message marketing is relatively simple to get started with. Of course you won’t be an expert right away but by following these six steps, you’ll be well on your way.

Have a goal in mind

A surprising number of businesses start an SMS marketing campaign because they see other businesses doing it and assume it’s just something they need to do. While it is true that you need an SMS marketing channel in this day and age, it won’t be effective if your only reason for starting it is because everyone else is doing it. You need to have a specific goal or goals in mind. What do you want your SMS campaign to accomplish for your business?

Know your audience

Ideally your audience is everyone since you want your business to grow as large as possible. But your real audience is your loyal customer base who’ve opted in to receive text messages from your company. If you want them to keep receiving and reading your texts, you have to make them relevant. To do that, you’ll need to know everything you can about them. Depending on what products or services you offer, your audience may be more diverse. In that case, you may want to consider dividing your database by demographic so you’re sending the right messages to the right people.

Keep it short

SMS stands for short message service. Texts are meant to be short and customers will quickly lose patience with long-winded texts that their service providers may separate into several smaller texts. Your entire message needs to include a call to action and fit into the body of a single text.

Think about timing

In addition to being relevant, your text needs to be timely. Obviously you don’t want to text too frequently, too late at night or too early in the morning since it will annoy your customers. It’s also important to think about what time of day your audience will be most receptive to that particular message you’re sending. For instance, customers will be craving ice cream the most during the hottest part of the day so it’s the ideal time to send a deal on ice cream.

Study metrics

Whatever your goal was for a particular text message, did you achieve it or get close? If you included a link in your text, what percentage of recipients clicked on it. If you offered a coupon, how many redeemed it. It’s important to look at various metrics to get a sense of what’s working and what isn’t.

Keep adapting

This last step never ends. You should never stop working to improve your strategy. As you continue to create and send texts, then study the results, it will be clear which kinds of offers and messages resonate most with customers. Your job is to continually fine tune your strategy so you’re always building your database of phone numbers you can text.

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The Versatility of SMS Messaging

SMS messaging is used by the majority of the world’s population and for good reasons. SMS messages can span different carriers. Messages can be quickly sent and received. And now with companies using AI-backed SMS message technologies, people can text companies to get immediate responses to request and inquiries. But the powers of SMS messaging do not stop there.

People can also use SMS messages to interact with other smart devices.

Texting Within a Smart Home

Smart homes and appliances now have the ability to receive and send SMS messages. One example is a smart thermostat. You can send an SMS message to your thermostat to request an increase or decrease in the set temperature. And since SMS messages do not require a wireless internet connection or an installed app, you can even control the temperature of your home from anywhere you go. Imagine that you just left on vacation and are an hour away from your house. You forgot to turn off the air conditioner so now the air conditioner will be running the entire week that you will be gone. You can text the thermostat to turn off the air conditioner.

The Potential for SMS Messaging

The potential for smart appliances and SMS messaging is expansive. Imagine being able to send a text message to set the alarm system or receive a report of what is in your fridge. Because SMS messaging is so versatile, it sets up the potential for unlimited use and growth.

Whether you need to send a text message to a friend or message a question to a company, SMS messaging is a great tool for communication. AI-backed SMS messaging services allow companies to expand their customer service and marketing tools. The versatility and potential of SMS messaging is endless.

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Three Pillars of Business Success


Every business wants to know how to succeed, and in a sense, it is still the same today as it was fifty years ago. Though, with technology in place, the emphasis has changed and things have become much more intense. Most businesses are only able to really focus on two of the pillars, which means your business can be ahead of the competition by simply focusing to ensure success in all three areas. Here are the three pillars and how your business should work to improve them.

Quality of product

This is very important. You need to have a great product that people are actually interested in getting. Even if you already have a great product, there’s always room for improvement and updating the options available to your customers, so they are always getting the best. Always look for ways to improve or add to give your customers what they really want.

Product or service price

It is important that you have a competitive price, especially with the internet making it much harder with a lot more competition. You could sell the best blankets in the world, and customers won’t buy it if it costs $500. It is especially important with Millennials and Generation Z, all who know how to easily access the Internet to find someone else who sells the same thing at a lower price. Though quality is still important to them, price makes a huge impact on whether or not they are going to even try it.

Customer Service

Probably the most important pillar now is customer service. It used to be that price and quality were more important because you were limited to buying local or only at the stores located close to you, but now, customers have the ability to shop all over the world, and with communication through smartphones and social media becoming so popular and easy to use, customer service has become much more important. You need to put a much bigger emphasis on programs that allow for easy customer service interactions, including two-way text marketing. Reaching your customers has never been easier, and you should do everything you can to provide amazing customer service.

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Text Marketing: A Tool for Millennials


Selling a product to a Millennial is tough. They want the best product for the best price, and they don’t care if you’ve been selling them the same product for 10 years. They will switch to another company in a heartbeat if you disappoint them. Even if you didn’t do anything wrong, they will leave for another company if it seems appealing to them. As a business, this is a double edged sword. You can steal other business easier than ever before but you may also lose your customers quickly. Text marketing is really the best way to get and maintain your Millennial customers and here’s why.

Reminder through text

Though Millennials are on social media all day long, they still prefer text communications with businesses over tweets, according to Biz Report. They are basically guaranteed to see your text within a couple of minutes whereas your tweet or Facebook post is going to be buried in with all the other businesses and friends they follow on social media. Even if they don’t want to use the particular promotion you are sending them through text, they are going to be reminded that your business exists and that they appreciate it every time you send them a message.

AI Chatbot capabilities

One thing that is remarkable about text marketing is that you can now use AI Chatbot to communicate with your customers without ever having anyone in the office. This is very valuable to Millennials who don’t want to have to make phone calls at all. It feels like a huge burden to them even if, in reality, it isn’t that much harder than sending a quick text. Still, they prefer to be able to ask questions through text and get an immediate answer, something only Chatbot can provide. It is also very valuable to them to be able to text anytime they want. They don’t like being bothered with customer service hours. If they are up in the middle of the night and want to text your business, they expect you to be available. Chatbot means you can offer 24/7 customer service without having to keep someone on staff all the time.

On their own time

The biggest reason why Millennials prefer texting over other forms of communication is because it allows them to text someone on their own time. This is a busy world, and nobody knows how to keep themselves busier than Millennials. They want to be able to text you when they think of it but while at dinner with a friend and not fully commit to having a whole conversation right then. Then, they’ll check for the answer again when they have another minute later. Nobody wants to set aside time to sit on the phone, especially when you don’t know how long it is going to take to get an answer. Instead, you can text a business and get an immediate answer. That is much more appealing to Millennials who like to keep themselves busy.

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How Small Businesses Should Focus Their Marketing



Small businesses usually don’t have a lot of extra cash to spend but still need to market to their customers. Still, it is important for every business. Mobile marketing is the best option for small businesses because it is much less expensive than other forms of marketing and it is the best way to contact customers on a regular basis. As mobile marketing is constantly changing, your business needs to stay on top of the trends and focus on the most important aspects. Here are the top mobile marketing trends small businesses should stay on top of.

Social media marketing

While you can pay to promote ads, you can actually run an entire social media campaign without spending any money. Customers already expect you to have a social media presence, so starting by just making sure your business can be found on Facebook, Twitter, Instagram, and even Pinterest is a good start. After all the accounts have been set up, start posting to try and get followers. People on social media like to talk about themselves, so suggests starting meaningful conversations to get customers involved. Another really great way to increase your number of followers is to partner with another small business to do a giveaway where people can enter by tagging a friend in the post and liking both business’ pages. It will automatically promote your post on those customers’ pages and their friends will see and enter if they are also interested in winning some free stuff.

Text marketing

Over three quarters of the world’s smartphones are SMS-enabled, and that number is much higher in America where almost everyone owns a smartphone with texting capabilities. On top of that, customers are more likely to open a text than an email, and texts are often read within a few minutes. By texting your audience, you are able to get a hold of them quickly and easily.

One of the great parts of texting campaigns is that current technology now allows for two-way texting and AI chatbots to respond and answer questions automatically. It is something the consumer wants because they would prefer to get an answer immediately instead of having to wait for a customer service rep to get to them, and it is something your business wants because it saves a lot of time for employees if they don’t have to answer repetitive questions.

To get more customer signed up with text marketing, you should run campaigns to offer a discount upon signing up for text alerts or allow them to get rewards through texts. Also, most customers are happy to sign up when they realize they will be able to text in their questions instead of having to call customer service.

A mobile app

One thing that is becoming fairly popular for small businesses is to create an app. It is important that you figure out whether or not your business needs a mobile app before launching one. If it is unnecessary and wasteful, your customers will be annoyed that they downloaded the app and may be annoyed with your business for making them do something wasteful. However, an app that lets customers order food online, track their spending, remembers favorite orders, or even tracks orders may be useful enough to a customer that they want to download it.

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