Are you a victim of SMS marketing myths?
Relax! You are not alone.
Here is a thought for you-“The great enemy of truth is very often not the lie–deliberate, contrived and dishonest–but the myth–persistent, persuasive and unrealistic”- JF.KENNEDY.
SMS marketing has ruled the marketing industry for almost twenty years with high success rates. Unfortunately, it has also fallen prey to such myths.
Despite having compelling benefits with it, the SMS marketing myths may push you to have uncertainty about it.
Achiever is the one who breaks the chains and chases the goals.
By taking the step to know the other side stories about SMS marketing beliefs, you are already on the verge of understanding the facts with rationality.
Getting insights about the following seven prevailing SMS marketing myths helps you to figure out how it has more significant benefits than you assume it to have, if implemented strategically.
MYTH #1: SMS Marketing is vanishing away
The explosion of smartphones in the world has triggered substantial online marketing trends.
It is evident for you to think that these neo-marketing channels have replaced SMS marketing drastically and given it ‘THE END’ card.
It is one of the common SMS marketing myths.
Dear friend, the game is not over yet!
In contrast, it is the SMS marketing which is outstanding with its’ flying opening rates of above 95 %, according to Rebixitconsulting.
According to dazeinfo.com, India is the country where 80 % of the population are mobile phone users, in which smartphone users account for only 23 %
And 40 % of those smartphones are hanging with 2G data service.
India’s 73 % of mobile user population is still handling feature phones.
Any online marketing channels cannot engage with these customer clusters instantly, except SMS marketing.
Do you still feel SMS marketing is fading away?
On an average, 90 % of all SMS is read in less than 3 minutes of the receive time, irrespective of the type of mobile phone (smart/feature), unlike in any other marketing channel.
Also, you may get a feeling that emails, which are cost-cutting can replace SMS campaigns.
It is again an ultimate SMS marketing misunderstanding.
Yes, emails are cost-effective.
But, that does not mean that SMS marketing costs are high.
Email marketing and SMS marketing are individual channels which have their importance and cannot substitute each other.
Consider a situation when the consumer could not open his emails to check the deals.
You may lose his participation if he opens it lately, as he will be unaware of them.
While, SMS is pushed instantly whenever he unlocks the mobile, without missing the chance of his participation at the right time.
It eventually results in high click rates in SMS marketing.
According to txtsignal.com, SMS marketing, with 98 % open rate and 45 % click rate is in the lead, while email marketing has only 22% opening rates and 6 % click rate.
Now, you can determine that no other marketing trend is a replacement for SMS marketing.
However, you can combine the online marketing trends with SMS marketing to boost your conversions.
Including short URL links of different online platforms to opt in, not only provide acute brand awareness but also acts as an irrefutable support to online marketing channels.
Click-through-rates (CTR) is one of the success metrics of SMS campaigns.
It is advantageous for you when text messages and online marketing go hand-in-hand putting an end to SMS marketing myths.
MYTH #2: SMS marketing is an unreasonable expense
You may get an opinion that SMS marketing is a bit costly business when compared to online marketing channels.
It is one of the common SMS marketing misconceptions.
You may change your opinion when you compare the outstanding features of SMS marketing such as its ability to directly engage with targeted customers, with high open rates and response rates.
When you compare the reachability of text marketing to the costs invested in it, SMS marketing services fits in ‘value for money’.
There are several bulk SMS service providers in the market with competitive deals at monthly basis.
You can opt for variable ratio charges depending on SMS route quality, speed and premium services, which are quite reasonable.
A brief text which is to the point, with call-to-action options will always be a hit strategy for your campaign.
You can obtain substantial click-through rates through SMS marketing which increases traffic to other online channels.
It makes SMS marketing as a strategy which has a vast range and huge scope to achieve business goals within reasonable budget.
SMS marketing has always been an affordable tool which provides you a flexible platform to send messages to targeted consumers or run centralized bulk campaigns within no time.
MYTH #3 People feel commercial messages troublesome and do not attempt to read.
You may get a notion that people do not want to receive commercial texts, which puts you in hesitation to send the message.
It is an outcome of complete SMS marketing misunderstanding.
Let me ask you a question.
‘Why do people opt to receive text messages when they feel annoying about it?’
As SMS marketing is an opt-in service, you can affirm that customers choose to be informed about different deals about the business.
According to TATANGO, 57.4% Join Text Messaging Loyalty Programs to Save Money.
You may feel that people don’t want to flood up their mobiles with bulk SMS.
Eventually, they lose interest to open and read the message.
It is partially true.
Pushing your customer into the stream of endless commercial text messages at a time is a very bad SMS marketing practice.
The chances are high that customers get detached when the SMS flow is beyond a certain limit.
But, it does not mean that you should forbid SMS marketing.
Sending few SMS in a week with relevant information builds the healthy relationship with your consumers.
Let us consider the least possible case of failure of SMS marketing, that is, although the customer opens the message, he does not read it.
But, you shall not neglect the fact that the customer is opening the message and giving a quick glance in which the ‘brand name’ is getting his attention.
It provides enormous brand recall to the business, as it subtly creates a remarkable place in people’s mind.
MYTH #4: Small businesses derive nothing from SMS marketing.
‘SMS marketing works for only big businesses’- is one of the common SMS marketing beliefs which block small and medium scale companies to dig benefits from it.
Let us understand how SMS marketing is open-handed beneficial to any business.
SMS marketing is the best platform where you can perform hyper-local campaigns which runs in a focused, small range of area, based on the address database of the consumers.
These campaigns are mostly benefited by small businesses, as they reach targeted customers and have substantial cost cuts.
According to text marketer.co.uk, in the year 2017, 84 % of small businesses who have invested in mobile marketing have acquired immediate and long-term benefits.
Small and medium scale businesses can find SMS marketing as a considerate tool to build personal engagement with consumers within the focused region.
The branding happens to be similar to any company, whether small /medium /large.
In fact, it is the platform where small businesses can equally compete with larger ones.
Big companies understood the power of branding attained by SMS marketing very well and are ever ready to include it in their marketing plans.
It is now high time for small companies to realize it and obtain long-run benefits of SMS marketing by knocking out SMS marketing myths.
MYTH #5: People are scared to engage in SMS marketing, thinking it is spammy
Many-a-times, we tend to ignore the positive impacts and magnify the negative impact, just to self-justify our inertial tendency and avoid change to our current plans.
The spam story surrounding the SMS marketing is such a phenomenon.
But, the upliftment of any business demands rational research and acceptance of the change, if required.
No doubt that sending spam messages is very bad SMS marketing practice which affects your brand name and breaks the reliance of the customers.
Companies do not want to run into such pit.
Most of the SMS marketing providers ensure that spamming does not happen and it is one of the critical elements which maintains the public trust.
According to Aine Doherty at Business2Community, the percentage of spam in text message marketing is only 1 %, making SMS marketing your most legitimate and reliable marketing tool.
And moreover, about 75 % of people would prefer receiving offers through SMS than any other source.
Now, you can completely ignore the myth about text message spamming and boldly take a step to acquire maximum benefits from SMS marketing.
MYTH #6: SMS Marketing has very low conversion rates and just don’t work.
You wish for it.You work for it.
Wherever you go, whatever you do, end of the day, it is all about conversions.
All these statistics, expert advice, marketing and development strategies are for nothing but to take a smart decision for investing money wisely
and get conversions ultimately.
Let us understand, how SMS marketing is effective in obtaining conversions.
When you compare the SMS marketing with other marketing channels, the conversion rates are low.
It happens in the situation when the prospects are not contacted by any other means before.
But, consider the situation where you have already approached the consumer.
And that is where you can find SMS campaign working to its full potential.
People are more inclined to receive text messages from already known parties.
Sending text messages in every step of buyer’s journey will assure the formation of the trustful bond, which is an essential key to your brand loyalty.
According to marketingcharts.com, the conversion rates are much higher when the prospects are already in engagement with the business.
Eminent brand recalling happens even after years, when the customer receives messages from you regularly.
MYTH #7: We cannot share much information in text messages as in other marketing practices.
It is not the situation every time that whenever you communicate with a customer, the message should be lengthy and should incorporate every detail about the product.
People would instead prefer short messages which reach instantly than lengthy emails which stagnate if not opened at the right time, to grab the offers before its last day.
It is according to the situation and needs; you should act.
Text messages provide you reasonable space with 160 characters, where you can tactfully include relevant information, which is evident and result oriented.
However, you can send the text message with the maximum limit of 918 characters, where the message is split into multiple chunks of 153 characters before the consumer receives it.
Most of the times, it is advised to send a brief message in single chunk rather than lengthening it to multiple fragments.
A personal touch, like adding their name and enabling open communication can call the action from your customer.
On a final note
It is not the SMS MARKETING that pulls you down and makes it incompatible; rather it is the bad SMS marketing practices which are failing.
Eventually, SMS marketing myths come into the picture.
SMS Marketing myths stop you from exploration and appropriate utilization of its underrated potential.
Understanding the success metrics of SMS Marketing helps you to leverage it to enhance your business goals.
You can observe maximum benefits of SMS marketing, when it is used as a support system to your marketing strategies, rather than using it as a standalone campaign.
As said before, Achievers break the chains and chase the goals.
You break the chains of SMS marketing myths and chase your business goals.
And YOU are an Achiever.
Tell us what you think about these 7 SMS marketing myths.