Article written by Katina Jaye Beveridge, ASBAS Advisor, Western Sydney Business Centre

As we slowly transition to the new normal, it has become more important for businesses to consider innovative marketing strategies that are able to reach out to more people despite the limitations brought by the COVID-19 pandemic.

One of the effective marketing strategies you should try is SMS marketing. A lot of marketers mistakenly think that this technique is expensive because you need to invest in apps and devices. However, the reality is that SMS marketing is now easier to implement due to the popularity of mobile devices. Engaging with your target market can be as simple as sending a personalised SMS.

Here are some of the reasons why SMS marketing should be part of your multi-channel marketing strategy:

1. It is direct and immediate.

SMS marketing is one of the channels that provide the most immediate results. With its open rate of 97% within 15 minutes after delivery, businesses can rest assured that their time-sensitive text messages are read almost instantly.

2. It is cost effective.

Sending out SMS is way cheaper than other marketing strategies, such as PPC or social media ads. You can even send out free SMS using apps or tools, which can be a huge help in this critical period.

3. It works well with other channels.

Doing SMS marketing can give you good results. But integrating SMS marketing with other strategies will give you the best results. You can use SMS to support other popular channels, such as social media and email. For example, you can send an SMS blast to your target market asking if they’ve read your recent newsletter or post on social media. Doing this can help increase email open rates by 20% to 30%.

4. Learn more about your customers.

SMS is a great platform to get to know your target market. You can easily get feedback via surveys, which is an effective way to understanding your audience. Studies show that 31% of customers are likely to respond to SMS survey and it would only take them an average of 5 minutes to do so.

5. Monitor ROI through response data.

You can track meaningful ROI by monitoring delivery rate and response rate of your campaign. From this data, you can create more targeted campaigns and understand your customers more.

With most people attached to their phones all day, SMS marketing has become an indispensable marketing tool for businesses in these desperate times.