7 Things I Wish I'd Known About SMS Marketing Platforms Before Hiring One

The realm of marketing, akin to a vast ocean with a dynamic ecosystem, is teeming with an array of tools and platforms that are designed to maximize the impact of your promotional efforts. Among these, SMS marketing platforms have emerged as a powerful instrument, given their ability to deliver targeted messages directly to customers' mobile devices. However, given the intricacy of the platform and the nuances involved in its use, it's beneficial to be aware of certain elements before deciding to hire an SMS marketing platform. Here, I divulge seven key insights that I wish I had known prior to my foray into this realm.

• Understanding Consent is Pivotal

  In the turbid waters of marketing, compliance with legislations is not just a buoy to cling on to, but a lighthouse guiding your way. The Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act are two such legislations that govern SMS marketing. Both necessitate express written consent from customers before any promotional messages can be sent. Also, including an option to opt out in every message you send is non-negotiable.

• Quality Trumps Quantity

  Renowned statistician W. Edwards Deming once quipped, "In God we trust; all others must bring data." When it pertains to SMS marketing, though, a minor amendment is in order: "In God we trust; all others must bring QUALITY data." A smaller, well-segmented list of interested individuals will yield better results than a larger, indiscriminate list.

• Personalization is Key

  In an era where data is the new oil, leveraging customer information to tailor messages can be the difference between an ignored message and a sale. Dynamic insertions, such as a customer's name or a recently browsed product, can significantly increase engagement.

• Timing is Crucial

  SMS marketing is akin to a game of chess – every move relies heavily on timing. Research indicates that messages sent during business hours garner better response rates. Further, weekends and Tuesdays have been observed to be the most effective days for sending promotional messages.

• The Power of Brevity

  Ernest Hemingway was a proponent of minimalism in writing, famously crafting a heartbreaking story in just six words: "For sale: baby shoes, never worn." SMS marketing champions a similar philosophy. With a cap of 160 characters, it's vital to create messages that are concise yet compelling.

• Unified Marketing Strategy

  SMS marketing is not an island, but a cog in the grand wheel of your marketing strategy. Integration with other channels, such as social media and email, can amplify the reach and efficacy of your campaigns.

• The ROI Potential

  According to Nielsen, SMS has an astounding open rate of 98%. When compared to email (with an average open rate of 20%), it's evident why businesses are increasingly adopting SMS marketing. However, it's important to measure performance using relevant metrics like click-through rate and conversion rate to truly understand the return on investment.

In summary, venturing into the world of SMS marketing platforms without a comprehensive understanding can be like sailing into uncharted waters. These seven points embody insights that would have been invaluable at the beginning of my journey and will hopefully serve as a compass for those who are to embark on this voyage.