 Should you launch a short message service initiative because your competitor is doing it? Or because your boss is asking about it? Probably not. But if email marketing is core to your online marketing strategy, there are some good reasons you may want to look at how SMS can complement your email efforts:
1) SMS messages are more immediate and intimate than email
Mobile devices reach people wherever they are, at any time of day or night, giving a sense of an intimate and urgent communication. Studies show that SMS messages are typically opened within 15 minutes after receipt vs. email marketing messages which may linger in the inbox. Some marketers are using SMS to alert recipients when an important email, such as an e-newsletter, has been sent.
2) Stale email subscribers may be eager SMS subscribers
Subscribers who have given you permission to email but no longer respond to offers may simply be suffering from a crowded inbox. Try inviting subscribers to opt in to a 'mobile-only' club to receive special offers available only to SMS subscribers.
3) You can try SMS with little risk or investment
As with many online marketing channels, you can test SMS marketing with little upfront investment and immediately understand whether it’s working. You can get up and running with a shared short code in just a couple of weeks. Since the message creation process is limited to copywriting within 160 characters, you don’t need to dedicate resources or time to creative development.
4) Heavy regulation means more relevant messaging
Mobile carriers have carefully watched how ISPs were late in realizing they needed to help regulate the commercial email marketing being sent to their subscribers. Today most email marketers only send to recipients who have opted in to receive emails from the sender. ISPs diligently pursue spammers who send without permission, and blacklist spammers.
Mobile carriers have strict guidelines in place to ensure their networks aren’t being used to send spam. While these guidelines can seem stringent, there are vendors in place who have already established relationships with carriers and can provide the tools and guidance to help you get up and running quickly.
If you're interested in learning more about how SMS marketing can complement your email marketing efforts, download the Lyris Mobile Marketing How-to Guide, or visit the Mobile Marketing Association for best practices. Also check out these articles here on LyrisHQ.Lyris.com:
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