SMS marketing has much more advantages compared to its potential disadvantages. Though a huge number of instant messaging apps such as Whatsapp, Telegram, have been launched in the market, SMS marketing or text messaging is still in the highest demand of message marketing strategy.
Although people have limited using SMS service for personal purposes, SMS messaging is still producing better results in marketing. Therefore, marketing professionals didn’t lose their hopes in SMS marketing. Today voice message marketing in demand and people love this marketing strategy.
SMS marketing is unique from other formats of marketing with its short text nature. SMS is a very effective way to aware, educate, and engage users. In this article, we’ll discuss both, the advantages of SMS marketing as well as some potential disadvantages of SMS marketing and how to fix them.
The Advantages of SMS Marketing
- Recipients Must Receive SMS – In the marketing field, success doesn’t depend on how much you shout, but on how many listeners you have. We are living in the age of ad fatigue and it’s a big challenge for businesses and brands to get their marketing messages opened and read. The open rate of marketing messages in SMS marketing is the highest compared to other marketing channels. It’s almost 100 %.
- SMS Marketing is Personal – SMS marketing is mainly done for mobile users. Mobile phones are personal gadgets. Therefore, SMS marketing seems very personal as well as powerful for marketing. Individuals carry their mobile phones everywhere and SMS can be reached every time.
- SMS Marketing is Mass and Widespread – As mobiles are inevitable for every person nowadays, SMS marketing gets an opportunity to reach almost every person. Though it requires permission for sending advertising messages to prospective customers, the potential is very high.
- SMS Marketing is Interactive – In SMS, there is no option to segment text messages in several types such as spam, promotional, etc. However, people are supposed to read every message they get virtually. And it’s very effective for interacting. SMS cannot be ignored by customers if properly targeted.
- The Cheapest Marketing Channel – SMS marketing is perhaps the cheapest marketing channel available in the market. Like other advertising channels, it doesn’t require a lengthy process of advertising such as graphic designing, video shooting, editing, etc. You don’t need any contract or commitment for your SMS marketing campus, or you don’t need to pay any subscription fees. Only you’ll need to pay for the text messages or SMS you send.
- Real-Time Delivery – SMS marketing can be done in real-time nature. If you want to send a quick update to your customers, it’s possible in SMS marketing. Real-time SMS helps you keep your audience updated and engaged with real-time experiences.
- Higher Conversion Rate – One of the great advantages of SMS marketing is its high conversion rate. The conversion rate of SMS marketing seems the highest in comparison to other channels. Analytics show that SMS marketing campaigns can convert up to 45 % of the recipients.
- Analytics Facility Available – Most SMS service providers offer campaign tracking facilities. You can track your SMS campaign, see the analytics, and optimize your campaign for betterment.
- Permission Marketing – For creating an effective SMS marketing campaign, you should have permission from your audience to send promotional and transactional messages. While people give their contact numbers, they want to get your text messages. This is the top secret of the high conversion rate of SMS marketing.
The Disadvantages of SMS Marketing
Tough for Getting People to Engage – As many social media platforms are available nowadays, it’s very difficult to encourage your recipients to take action in text messages.
Solution – the only solution for this challenge in SMS marketing is to provide value through SMS. Don’t always send promotional or transactional messages, but increase your brand value by providing in-depth relevant information.
Limited Space – SMS marketing offers very limited space for characters of the text messages. There is no option to create a long conversational story and convince your customers.
Solution – to resolve this problem, you’ll need a certain time. Firstly you have to understand your customer’s psychology and behavioral activities. Then create specific goals and segment your text messages for each goal in your SMS campaign. Then hire an experienced copywriter who has a very well track record. Your copywriter will help you create persuasive and convincing text messages for each goal.
Automation Tools Don’t Work – With other advertising channels, many automation tools allow marketers to automate repetitive tasks and rotate the system automatically. But in SMS marketing, the scope of automation is very less for its extremely short text format. People will be irritated if they see the same text messages multiple times.
Solution – this problem can be solved only by outsourcing your SMS marketing tasks. You can make a team and automate your SMS marketing processes by human resources.
The Audience Size Is Small – SMS marketing gets a comparatively smaller size of audience than other channels. Social media and paid media get a huge audience instantly.
Solution – in this case, SMS marketing can be mixed with other channels and increase the audience size. But one thing is spectacular here, the size of the audience is not the business, the relation with the audience is the business. It’s very easy to maintain a good relationship with a small size of audience.
Higher Fraudulent Rate – Huge fraudulent text messages make customers skeptical and doubtful in all SMS marketing messages.
Solution – solution to this problem is to increase the business’s brand value in front of the customers. You should integrate secured and safe transactional features to increase trust factors.
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