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Updated Jul 11, 2024

10 Reasons Brands Should Use Text Message Marketing

Businesses of all sizes are discovering they can effectively integrate SMS marketing with a larger marketing strategy.

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Skye Schooley, Senior Lead Analyst & Expert on Business Operations
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Table of Contents

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Businesses of all sizes are discovering quickly that they can (and should) integrate text message marketing into their overall marketing strategy. According to Pew Research, 97 percent of Americans own a cell phone, with 85 percent owning a smartphone specifically. Most of these people prefer texting over talking, making short message service (SMS) a compelling marketing solution.

You can acquire customer phone numbers easily through various methods. Once you curate your customer database and establish a thoughtful marketing strategy, SMS can be a great way to connect with customers and increase sales.

What is text message marketing?

Text message marketing, also called SMS business messaging, is a digital marketing method that involves communicating promotions, sales, coupons, confirmations, news, updates and other relevant business information to your customers via SMS on their mobile devices.

It’s crucial that any business conducting text message marketing abide by text message laws, including the Telephone Consumer Protection Act and the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act. Creating a strategic and lawful text message marketing strategy will help you comply with regulations and engage customers and prospects.  

FYIDid you know
Text message marketing shouldn't be used on its own. It works best when it's one component of a larger digital marketing strategy.

Why should businesses use text message marketing?

Text messaging has become one of the best ways for businesses to communicate with customers and leads. If you’re on the fence about implementing SMS business marketing into your digital marketing strategy, here are 10 ways it can benefit you.

1. Marketing text messages get noticed. 

Your SMS marketing message will likely be seen and read. A widely touted industry statistic states that 98 percent of text messages are opened and read, with most being read within three minutes of delivery. This effectiveness, coupled with excellent customer service in the form of quick follow-up and replies to questions, can prompt immediate purchases. 

TipBottom line
Use SMS text message marketing to sustain and grow customer relationships by communicating with consumers directly and cultivating respect and goodwill.

2. Texted marketing messages are delivered instantly. 

Text messages typically arrive within seconds of being sent. The average SMS delivery time for most mobile carriers is less than 10 seconds. This capability allows brands to deliver time-sensitive marketing messages and offers instantly. 

Another great thing about SMS marketing is that even people who don’t own a smartphone can send and receive text messages. This makes SMS marketing one of the most accessible and effective tools for instantly delivering promotional messages to consumers.

3. Marketing text messages have a higher open rate than emails.

As mentioned above, 98 percent of texts are open and read. This number contrasts starkly with the average email open rate of about 37 percent, according to Constant Contact. A higher open rate makes a marketing campaign more effective. Plus, brands don’t have to worry about crafting a great subject line that will encourage recipients to open and read a text message. The buzz going off in a mobile user’s pocket is all the motivation they need to open a text message.

With brands struggling to increase email deliverability, the high level of SMS deliverability makes this marketing channel a worthwhile investment.

4. Marketing texts have high conversion rates.

SMS has an impressive conversion rate. Mobile users respond to calls to action in text messages more than any other marketing channel. Studies show that SMS messages have an average response rate of 45 percent, compared with an average email response rate of 6 percent. The reason conversion rates are higher with SMS is the simplicity of the marketing message. Text messages are short, don’t include many links and aren’t bogged down with excessive images. The call to action is clear and concise.

5. It’s easy to personalize and customize marketing texts.

Text messages are more personal than other forms of communication. Since your marketing messages are delivered directly to your prospects’ and customers’ personal messaging inboxes, you can use casual, friendly language instead of traditional marketing and sales language. You can communicate as you would with a friend — an approach that helps you build a rapport with consumers and create a great customer experience. It’s also easy to personalize your messages with recipients’ names and send customized offers. 

FYIDid you know
There are pros and cons to using multimedia messaging service (MMS) vs. SMS for text message marketing. While MMS allows longer messages with images, these messages cost more, and some customers may not be able to receive them.

6. Text message marketing can boost brand awareness.

SMS marketing is an excellent way to increase brand awareness. Implementing effective SMS messaging between brands and mobile device users helps attract and engage customers throughout the buying process. Since users check their text messages multiple times a day, consistent messages can help you stay top of mind.

Personal, consistent and reliable messages can also foster trust and loyalty among your consumers. When customers are loyal and engaged with your business, they are more likely to recommend your product or service to a friend, thus expanding brand awareness.

7. Text messages help you get quick feedback from customers.

You can initiate surveys and polls via SMS and receive results quickly. Customer feedback is valuable for helping companies improve their products. It could also help you learn more about market trends and better understand customer preferences.

8. Text message marketing is cost-effective.

SMS marketing efforts are inexpensive compared to other marketing solutions. Since text message marketing has a high open rate and response rate, it can garner a high return on investment as you connect with your target audience. This makes it a cost-effective tool to add to your overall marketing strategy.  

9. Text message marketing is easy to implement.

Text message marketing is permission-based, so you already know your customers are opting in to receive your messages. Once you’ve created an SMS campaign, you can track, manage and optimize performance easily. With the help of SMS marketing automation, brands can create, schedule and automate smart targeting campaigns.

10. Marketing texts won’t get caught in spam filters.

Marketers don’t have to worry about their promotional text messages ending up in the spam folder — the filters email marketers must battle with do not exist in the world of SMS. When someone opts in to receive SMS marketing messages, marketers don’t have to remind them to safelist their shortcode, so their messages don’t accidentally land in a spam folder.

Did You Know?Did you know
According to a Klaviyo study, 72 percent of people bought something after receiving a text from a brand.

Top text message marketing services

If you’ve decided that text message marketing is right for you, one of the best text message marketing services can help you get started. Consider the following top options: 

  • Textedly: Textedly is a user-friendly platform that includes an impressive array of marketing tools to help you create a successful campaign. Our Textedly review highlights this solution’s excellent customer service and reasonable message rates.
  • EZ Texting: EZ Texting boasts a broad range of features and an intuitive dashboard. It’s ideal for those who want access to comprehensive analytics. Read our review of EZ Texting to learn how this platform can help you expand your market reach and increase sales with business text messages.
  • SimpleTexting: SimpleTexting is a highly customizable platform that can be easily scaled to meet your business’s needs. Our review of SimpleTexting explains this solution’s various pricing plans, one of which is sure to be in your business’s budget.
  • Podium: Podium is an incredibly easy-to-use all-in-one messaging platform. You can message via mobile and desktop apps and utilize autoresponder options. Check out our Podium review to learn how this platform can also help you manage online reviews.
  • Textline: Textline is a comprehensive text message marketing platform that can help you implement text marketing campaigns and create text-based customer support channels. Our Textline review explains how this platform offers comprehensive Health Insurance Portability and Accountability Act-compliant texting plans, which are ideal for healthcare businesses.  
author image
Skye Schooley, Senior Lead Analyst & Expert on Business Operations
Skye Schooley is a dedicated business professional who is especially passionate about human resources and digital marketing. For more than a decade, she has helped clients navigate the employee recruitment and customer acquisition processes, ensuring small business owners have the knowledge they need to succeed and grow their companies. In recent years, Schooley has enjoyed evaluating and comparing HR software and other human resources solutions to help businesses find the tools and services that best suit their needs. With a degree in business communications, she excels at simplifying complicated subjects and interviewing business vendors and entrepreneurs to gain new insights. Her guidance spans various formats, including newsletters, long-form videos and YouTube Shorts, reflecting her commitment to providing valuable expertise in accessible ways.
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