SMS marketing is a cost-effective, easy-to-execute tactic that has high engagement. The majority of consumers (90%) prefer texting with businesses. Open rates are also as high as 99%, which is much higher than that of email. Mobile messaging gained more adoption by companies during the pandemic. So, what’s next? Let’s look at the SMS marketing trends that will emerge in 2022.
Up to
2022
Transitions to 10-Digit Long Codes
In 2021, wireless carriers moved away from short codes to 10-digit long codes (10DLCs). There were several reasons for this change. With 10DLCs, users can expect greater reliability and security. The numbers are unique and not subject to the higher costs of short codes. You can also use voice enablement to create better customer experiences.
Converting to 10DLC SMS technology improves spam filtering and opt-in compliance. It may also boost responses when recipients see texts from their area code.
It Adds Another Digital Channel for Campaigns
If your advertisers want to diversify their digital ad spend, mobile messaging is an excellent addition. Integrated digital campaigns typically have the best conversions because you’re engaging people in different ways. Plus, those receiving SMS messages opted in, so they are already more likely to convert.
If you combine this with display ads, OTT/CTV (over-the-top/connected TV), SEM (search engine marketing) and social media advertising, you amplify the promotion or message.
SMS Is a Key Tactic for Website Traffic
If your advertisers have goals around increasing website visits, SMS can help. Globally, 54.8% of all website traffic is via mobile devices. That’s likely to keep growing as smartphones become more sophisticated and eliminate the need for desktop usage.
SMS marketing promotions typically link to your customer’s website, so it makes sense to boost this tactic if they want more traffic. You’ll be able to track the percentage of traffic coming from SMS messages and if a conversion occurs. These metrics will be instrumental for how your advertisers create future campaigns.
SMS Enables Advanced Targeting
Your customers don’t have to send the same messages to their audiences. Instead, they can hypertarget based on a variety of segments. For example, they may use some messages for new customers or others for those in loyalty programs. The more personalized the offer, the greater the likelihood that people will engage with it.
SMS Is More Than Marketing
Your advertisers may also be interested in using SMS as a channel outside of promotions and exclusive deals. They can use it in ways that have other benefits. First, they could leverage it for reviews and feedback. Local businesses rely heavily on these because 87% of consumers read local reviews. They often make the difference in whether the person contacts the company or makes a purchase.
Another use case is sending out essential updates like hours of operation changes, closures or other critical information. Businesses can send these out quickly as another way to keep their customers informed.
More Industries Will Adopt SMS
While retail and hospitality are the most likely SMS users, it can be an excellent channel for other industries. Your local health care clients could use it to relay information about the practice. Field service companies (plumbers, electricians, landscapers, etc.) can be good targets because they could use it for promotions or announcements.
Another possible use case for any industry is using SMS marketing as a recruiting tool to introduce new open positions. Their customers may become employees or forward the message to someone they know who is job-seeking.
Capitalize on SMS Marketing Trends to Sell More Subscriptions
Selling SMS marketing to your advertisers shouldn’t take much convincing. Because it’s highly engaging and an opt-in type of marketing, they can see the potential. It’s also one of the most cost-effective marketing options.
