SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages.
To receive text message specials, new product updates or more information, customers are usually required to opt in to an automated system by texting an initial shortcode. When the 5 digit code is texted, that user’s phone number is then stored by whatever SMS marketing software is issuing the texts. A confirmation response is usually sent as receipt for opting in, with an opt-out code included for potential future unsubscribing (Ja.Txt).
Generally speaking, the goal of SMS marketing is to build a database of subscribers to increase customer loyalty. When implementing close range marketing tactics, text messages are an ideal way of notifying people within your vicinity of any immediate offers, without having to use push-notification applications. More than informing your customers of upcoming deals, it can also be a great way to send reminders for upcoming events and engage your customers by polling their opinions.
In fact, for at least 60% of consumers, SMS marketing is preferred to other email marketing and push-notification services (Forbes). Many delivery platforms allow for easy segmentation and management, so the most relevant text messages can be sent to those who are most likely to convert. It’s also preferable in that it tends to be less expensive when compared to other methods of distribution, making it a cost effective mobile solution.
Keep in mind that while similar, SMS marketing is not the same as close range marketing. To learn more about the relationship between SMS and close range marketing, read my brief on the differences between the two. Furthermore, see how we can help you with your SMS and mobile marketing needs.