Written by: Courtney Weaver, Account Manager and Elyse Sheppard, Intern
Date: July 25, 2018
Virtually all Americans – 95% – own a cell phone and use it on a daily basis. If you need to reach someone, you don’t send them an email, you send them a text message. Campaigns and businesses are starting to adapt to this fact and are increasingly incorporating SMS in their marketing campaigns. When you have a message that’s brief and urgent, SMS could be the right medium for your campaign. In this blog post, we want to walk you through how SMS helped us win big for one of our clients.
Our gubernatorial candidate is an outsider to politics, and our goal was to get 9,600 citizens across the state to sign a petition to put him on the primary ballot. Faced with the need to effectively market a large number of people, we turned to the SMS marketing platform, Opn Sesame. SMS marketing worked for us, and we believe it can work for you too. (Spoiler alert: our candidate got on the ballot!)
How We Used SMS
The plan is quite simple. As SMS users ourselves, we recognize that we are much more likely to open a text message from an unknown sender than a similar unknown message via email.
With Opn Sesame, we crafted 3 messages and input the phone numbers from our list. Each recipient read the same message followed by a simple call to action (CTA). If the user replied “YES” to sign the petition, this “YES” symbolized them opting in their data. Their data was then given to the campaign to contact the interested party and receive a petition signature.
What We Found
We sent a total of 11,181 messages and received 1,902 replies. This garnered a delivery rate of 83% and a response rate of 17%. Compared to email marketing, which generally produces response rate of 2.6%, this is a huge increase!
In comparison to the SMS response rate, email marketing has a similar measure called the click rate. Your click rate measures how many of the people who received your email actually took the bait and clicked the link you’ve sent them.The industry average click rate is around 2.5%. This makes our 17% response rate significantly more successful than an average email marketing campaign.
Why You Should Use SMS Marketing Too
SMS has higher open rates than emails. We can all relate to scrolling through our email inbox and deleting messages before reading. But do you do that with your text messages? Probably not. Even if we’re simply opening the text to clear the notification, we’re still reading and taking in that information. Studies have found that texts are opened 98% of the time when received by your customers. This is an obvious benefit when compared to the 22% industry average open rate for emails.
Everyone is connected to their phone, your audience will quickly receive your message, and being able to present your business or campaign as mobile-friendly is incredibly important in today’s marketing age.
Another benefit of SMS is that it’s cost effective, which is music to the ears of any savvy business owner. In our own case study with Opn Sesame, we paid only $0.15 a text.
In conjunction with being cost effective, SMS can save your campaign a lot of time due to its high efficiency. SMS is quick to generate and easy to send out. If you want to get really efficient, you can even set up Artificial Intelligence to send automated responses to certain trigger words and phrases.
Furthermore, the accessibility of SMS allows you to reach a wider demographic than other forms of marketing. Text messages are personal, direct, and efficient — all age groups and socio-economic demographics engage with SMS, so integrating this platform into your marketing plan allows you to quickly and effectively reach all of your target audiences.
In addition to its ability to reach a wide demographic, SMS increases marketing effectiveness with low barriers for users to sign up. An SMS recipient simply needs to respond “YES” to your message and they have effectively opted into your content.
SMS also allows you to send dynamic content with videos, images, and gifs. Studies show that recipients engage more with dynamic content, so this is an easy opportunity to up your marketing creativity.
SMS is an ideal platform to add to your marketing strategy. It’s innovative and proven to be effective. Plus, it’s underutilized: everyone uses SMS in their daily lives but rarely do businesses and campaigns take advantage of it in their marketing plans. Get ahead of the curve and be one of the first in your field to adopt the advertising world’s hidden gem – SMS.