Tired of pouring effort into emails that vanish into spam folders? Frustrated by social media posts that barely get seen? You spend time and money trying to reach your customers, but getting their attention feels harder than ever.
Information is easier to create and distribute, which places a strain on attention spans, which means you
either need to get really good at high-value messaging OR
find a really good distribution channel…and SMS is a really good distribution channel.
SMS marketing cuts through the clutter like few other channels can.
Let’s explore if this tool makes sense for your business goals.
Grab Unbeatable Attention Instantly
Think about how quickly you check a text message.
Usually within minutes, right?
Compare that to your email inbox.
Here’s the standout fact: SMS messages boast open rates around 98%.
That’s huge! Email marketing typically sees open rates closer to 20%, maybe 30% on a good day. With SMS, your message gets seen almost every single time.
It’s fast too. Messages arrive instantly. This makes SMS perfect for information that needs immediate eyes.
You get a direct line.
No algorithms hiding your posts.
No spam filters catching your crucial updates (usually!).
In the battle for attention, SMS gives you a serious edge. Near-instant delivery and sky-high open rates make it incredibly effective.
Is SMS the Right Fit? A Checklist
Is SMS truly right for your specific business? Let’s run through a quick checklist.
SMS Marketing Benefit Checklist
Instructions: Answer Yes/No to the following questions. The more ‘Yes’ answers, the higher the potential benefit of SMS marketing for your business. Pay close attention to the strategic implications.
Category 1: Audience & Reach
- Direct Access: Do you need a reliable way to reach your target audience directly on their most personal device (their phone)? (Y/N)
- Opt-In Potential: Do you have (or can you ethically and legally build) a list of customers/prospects who would consent to receive SMS messages from you? (CRITICAL – Y/N)
- Mobile Usage: Is your target demographic generally comfortable using SMS and likely to check messages promptly? (Y/N)
- Segmentable Audience: Can you segment your audience (e.g., by purchase history, location, interests) to send highly relevant, personalized texts? (Y/N)
- “Outside the Box” – Underserved Channel: Are your competitors not effectively using SMS, giving you a chance to stand out in a less crowded channel? (Y/N)
Category 2: Communication Goals & Content
- Time Sensitivity: Do you frequently need to communicate urgent information (e.g., flash sales, event reminders, appointment confirmations, last-minute changes)? (Y/N)
- Driving Immediate Action: Are your marketing goals often focused on driving immediate responses (e.g., click a link NOW, visit store TODAY, call us NOW)? (Y/N)
- High Engagement Needs: Do you struggle with low open/engagement rates on other channels (like email) for critical messages? (Y/N)
- Concise Messaging: Can the core value/information you want to share be communicated effectively in ~160 characters? (Y/N)
- “Outside the Box” – Enhance Other Channels: Could SMS be used to boost the performance of other campaigns (e.g., “Check your email for our exclusive offer!” or “Join our webinar starting now!”)? (Y/N)
- “Outside the Box” – Interactive Content: Could you leverage SMS for quick polls, feedback requests, contests (text-to-win), or simple Q&A sessions? (Y/N)
Category 3: Customer Experience & Loyalty
- Reminders & Notifications: Would your customers benefit significantly from automated reminders (appointments, renewals, low stock) or notifications (order shipped, delivery updates)? (Y/N)
- Exclusive Access: Can you offer genuine, valuable content or offers exclusively via SMS to incentivize opt-ins and reward loyalty? (Y/N)
- Personalization: Can you leverage data (name, past purchases, location) to make SMS messages feel personal and highly relevant, enhancing the customer relationship? (Y/N)
- “Outside the Box” – Post-Purchase/Service Care: Could SMS be used for quick post-purchase check-ins, satisfaction surveys, or offering immediate support access? (Y/N)
- “Outside the Box” – Community Feel: Could you use SMS (carefully!) to foster a sense of an “insider club” or VIP group? (Y/N)
Category 4: Operational & Strategic Fit
- Clear Call-to-Action (CTA): Do your desired outcomes translate well into clear, simple CTAs suitable for SMS (e.g., Click link, Show this text, Call now, Reply YES)? (Y/N)
- Measurable Impact: Can you track the key metrics (delivery rate, click-through rate, conversion rate, opt-out rate) to measure the ROI of SMS campaigns? (Y/N)
- Resource Allocation: Do you have the budget (for platform/credits) and personnel resources (for strategy, content creation, compliance, monitoring) to manage SMS effectively? (Y/N)
- Compliance Commitment: Are you fully prepared to understand and strictly adhere to all relevant regulations (e.g., TCPA, GDPR, CASL) regarding consent, content, and opt-out mechanisms? (NON-NEGOTIABLE – Y/N)
- “Outside the Box” – Internal Use Test: Could you potentially pilot SMS for internal communications (staff alerts, quick updates) to test platforms and workflows before customer rollout? (Y/N)
- Strategic Integration: Does SMS naturally complement and integrate with your existing marketing channels (email, social media, website, app) rather than just duplicating efforts? (Y/N)
Scoring:
- 15+ “Yes” Answers: Strong potential! SMS marketing likely offers significant benefits and strategic advantages for your business. Start planning carefully, focusing on compliance and value.
- 10-14 “Yes” Answers: Good potential. SMS could be beneficial, particularly for specific use cases (like time-sensitive alerts or loyalty rewards). Focus on the areas where you answered “Yes” and build a targeted strategy.
- 5-9 “Yes” Answers: Moderate potential. SMS might offer niche benefits, but carefully evaluate if the resources required justify the potential return. Perhaps start with a very specific, high-impact use case (e.g., appointment reminders).
- <5 “Yes” Answers: Low potential. SMS might not be the right fit currently, or your strategy needs significant development before considering it. Focus on strengthening other marketing areas or re-evaluating how SMS could fit strategically. A critical “No” on #2 (Opt-in Potential) or #20 (Compliance Commitment) is a showstopper regardless of other scores.
What Can You Actually Do With SMS?
So, assuming SMS is a good fit, what are some practical ways businesses use it? The possibilities are surprisingly broad:
- Flash Sales & Promotions: Drive urgent sales with limited-time offers. “VIP access: 25% off ends tonight! Link: [short link]”
- Appointment Reminders: Drastically reduce costly no-shows for clinics, salons, and services. “Reminder: Your appointment is tomorrow at 10 AM.”
- Order & Delivery Updates: Keep customers happy and informed. “Your order #12345 has shipped! Track it here: [link]”
- Quick Customer Service: Offer quick support for simple queries or link to help docs. Enable two-way SMS for conversations.
- Event Management: Send reminders, updates, or directions to attendees. “Tonight’s event starts at 7 PM. See map: [link]”
- Feedback Requests: Send a short link to a survey after a purchase or service. “Loved your recent visit? Rate us: [link]”
- Internal Alerts: Quickly notify staff about important updates or schedule changes.
The key is using SMS for messages where immediacy and high visibility are beneficial. Drive immediate action with timely alerts that help your customers.
“SMS is the closest thing to having a direct, real-time conversation with your customer digitally.”
Steer Clear of These SMS Pitfalls
While powerful, SMS marketing can backfire if done carelessly. Avoid these common mistakes:
- Being Annoying: Texting too often is the number one sin. Find the right balance. Sending irrelevant messages also pushes people away. This kills trust fast.
- Ignoring Permission & Rules: We’ve said it before, but it bears repeating. Sending unwanted texts is illegal and damages your reputation severely.
- Generic Blasting: Use personalization! Include names (
Hi Sarah,) or reference past purchases where possible. Generic messages feel impersonal. - Awful Timing: Don’t send promotional texts late at night or super early in the morning. Respect people’s time zones and personal hours.
- No Clear Next Step: What do you want them to do after reading the text? Include a clear call-to-action (CTA) like “Shop now,” “Click here,” “Reply YES,” etc.
- Making Opt-Out Hard: Legally, you must provide a clear and easy way to opt out (e.g., “Reply STOP to unsubscribe”). Honour these requests immediately. Respectful communication is key.
Treat your SMS list with care.
It’s a privilege to have that direct line. Don’t abuse it.
Is SMS Marketing Fading Away?
You might hear whispers asking, “Is SMS marketing dead?“. The simple answer is no. But it has changed.
The days of blasting random lists are over (and were never a good idea). Today, successful SMS marketing is permission-based, value-driven, and integrated into a thoughtful communication strategy.
It’s not about shouting at everyone. It’s about whispering the right message to the right person at the right time. When used smartly, smart SMS is thriving, not dying.
Picture Your Business with Smooth SMS
Imagine this:
- Your appointment no-show rate drops significantly because clients get timely reminders.
- You launch a flash sale via SMS and see an immediate spike in website traffic and orders.
- Customers feel valued because they get relevant updates right when they need them.
- You solve simple customer service questions faster via two-way text.
- Your marketing messages actually get read instead of lost in the digital noise.
SMS marketing, done right, leads to a more direct, responsive relationship with your audience. It fosters trust and drives action. Build stronger customer connections by communicating effectively.
Making SMS Work For You
If you’ve gone through the checklist and feel SMS is a strong possibility for your business, the next step is finding the right platform. You need tools that make sending, managing, and tracking your SMS campaigns easy and reliable.
Look for features that fit your needs. Do you need to send in bulk? Personalize messages? Schedule them in advance? Integrate with other software you use? Handle replies efficiently?
Considering an SMS Provider?
If you’re looking for a robust and user-friendly option, especially if you’re based in Australia, consider checking out 160.com.au. We’ve been helping businesses connect with customers via SMS since 2000.
Our platform is designed to be easy to use, even if you’re new to SMS marketing. It’s 100% cloud-based, so you can access it from anywhere. We focus on reliability and security, with no tricky contracts or hidden monthly fees for messaging services.
We offer helpful features like:
- Online SMS & Bulk SMS: Send messages easily from our web platform.
- Personalised Messaging: Use tags to add names or other custom details.
- Email to SMS: Convert important emails into text alerts – great for notifications you can’t miss.
- Two-Way SMS: Engage in conversations with your customers.
- SMS Scheduling: Plan your campaigns in advance.
- API Integration: Connect SMS features to your existing software.
We aim to find a platform that makes SMS easy and effective for your business.
Final Thought
SMS marketing holds incredible potential. Its directness and high visibility are unmatched in the current marketing landscape.
But remember, it’s all about using it wisely. Focus on getting permission, providing real value, and respecting your audience’s time and attention. Review the checklist again – if SMS aligns with your audience, goals, and capacity for thoughtful communication, it could be a game-changer for your business.