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Text Message Marketing – Why Is It Important For Businesses


Betty, a savvy business owner, is on a quest to reach her coveted target market in a way that won’t obliterate her budget. In a moment of happenstance, Betty’s friend divulges a unique marketing tactic: text message marketing. Betty’s curiosity is piqued and she embarks on a journey to uncover how this cutting-edge approach to marketing can benefit her business.

text message marketing

Text message marketing, also known as SMS marketing, is a direct marketing strategy that harnesses the power of text messages to advertise and endorse products or services. This revolutionary technique enables businesses to swiftly and economically engage their target audience with exclusive offers, coupons, or other promotional paraphernalia.

If you’re anything like Betty and have a burning desire to learn more about the wonders of text message marketing, then read on, as we’ll be discussing everything you need to know to take your business to the next level. We’ll delve into what text message marketing entails, how it operates, what the advantages are, and how to get started. We’ve got you covered every step of the way.

Don’t hesitate to reach out if you have any queries or require assistance with kickstarting your text message marketing campaign. We’re here to help you succeed.

What Is Text Message Marketing?

Text message marketing, an effective direct marketing strategy, harnesses the power of SMS to disseminate promotional materials, ranging from exclusive offers to coupons, to target audiences. This digital outreach approach, known as SMS marketing, enables businesses to leverage the ubiquity of text messaging to bolster their outreach campaigns.

Operating under a strict opt-in regime, this cutting-edge technique enables businesses to send only authorized text messages to recipients who have expressed an explicit interest in their services or products. By adhering to this principle, businesses can ensure that they are not inundating customers with unsolicited, intrusive, or irrelevant messages.

In order to facilitate participation, businesses offer several ways for customers to opt-in to receive promotional text messages. Customers may elect to join a text message program at the point of sale or respond to a keyword displayed by the business. Once they sign up, customers will receive text messages from the business on a regular basis, reinforcing their connection with the brand. By utilizing SMS marketing, businesses can cultivate a more robust customer relationship, one that is built on trust, relevance, and mutual value.

How Does Text Message Marketing Work?

Text message marketing, a dynamic and proactive marketing method, is a powerful means of disseminating customized, targeted, and personalized marketing messages to customers and prospects who have voluntarily opted-in to receive them. This innovative and customer-centric approach enables businesses to send a wide variety of text messages, ranging from promotional offers to coupons, with remarkable ease and agility.

Businesses have the option to send text messages to their customers manually or to leverage the convenience and efficiency of automated text message services. These services facilitate the rapid and effortless dissemination of mass text messages, enabling businesses to reach their target audience more quickly and seamlessly. Moreover, automated text message services enable businesses to meticulously monitor the performance of their text message campaigns, leveraging advanced analytical tools to assess the impact, reach, and effectiveness of their messaging strategies.

What Are the Benefits Of Text Message Marketing?

SMS marketing’s conversion rate rose 102% YoY in 2020


There are many benefits of using text message marketing to promote your business. Some of the most notable benefits include:

Reach a wider audience: Text message marketing is an optimal means of broadening your horizons and expanding your reach, as it surpasses other conventional marketing methods. This is because text message marketing capitalizes on the ubiquity of cell phones, which are omnipresent in the lives of most individuals, who habitually check their phones throughout the day.

Promote time-sensitive offers: With text message marketing, you can quickly and proficiently disseminate time-sensitive offers, such as last-minute sales or flash sales, to your target audience. This is an unparalleled advantage, as it enables you to generate maximum traction in minimal time.

Build customer loyalty: Fostering customer loyalty is integral to any business’s success, and text message marketing provides the perfect avenue for this. By providing your valued customers with exclusive deals and offers, you can cement their loyalty, ensuring their unswerving patronage to your enterprise.

Save money: Cost is an ever-present concern for any business owner, and text message marketing assuages these anxieties, as it is an affordable marketing tool. You only pay for the messages that you send, and there are no extraneous costs, so you can optimize your marketing budget to attain the best results.

Increase open rates: Compared to other marketing mediums, text message marketing has a markedly higher open rate. This means that more people are likely to see your message when you send it via text than if you were to employ email marketing. This translates into an increased likelihood of achieving your marketing objectives, and ultimately, of prospering in your business.

What Are The Disadvantages Of Text Message Marketing?

As there are advantages, there are also a few disadvantages to text message marketing that brands need to be aware of and carefully measure to avoid the effects:

Opt-in rates can be low: The opt-in rates for text message marketing campaigns, unfortunately, tend to be inferior to those of other types of marketing campaigns. Thus, your ability to reach the maximum number of individuals through texts may be restricted.

Response rates can be low: The response rate for text message marketing campaigns is usually lower than the response rate for other types of marketing campaigns. This means that you may not get as many people to take action on your texts as you would like. Even if they open your message, they are unlikely to respond if they aren’t finding anything interesting or valuable in it.

You may annoy your customers: It is imperative to maintain the relevance and frequency of your text messages to avoid irking your valued customers. Overloading them with irrelevant or excessive messages may result in them opting out of your text message list, nullifying the efficacy of your marketing campaign.

Only certain types of businesses can use text message marketing: It is also essential to note that not all businesses can leverage text message marketing to reach their target audience. This is because some customers may not be inclined to receive texts from businesses, irrespective of the type of business. As a result, certain businesses may not be suited for text message marketing.

As you can see, there are both advantages and disadvantages to using text message marketing for your business. However, the advantages far outweigh the disadvantages. This means that text message marketing is an effective marketing tool that you should consider using for your business.

How To Set Up A Text Message Marketing Campaign

Now that you know what text message marketing is and how it can benefit your business, you may be wondering how to set up a text message marketing campaign. Luckily, setting up a text message marketing campaign is relatively simple and can be done in a few steps.

1. Choose a text messaging service: To start on with your text message marketing campaign, you must first select a suitable text messaging service from the plethora of options available to you. Choosing the right text messaging service will require some investigation into their features and functionalities to ensure it suits your particular needs.

2. Set up a keyword: After selecting a service, you must then set up a keyword that customers will use to join your text message list by texting it to a short code. This step is crucial for building your subscriber base and ensuring a receptive audience for your marketing messages.

3. Create your message: With your subscribers ready, now you can focus on crafting the message you want to be seen and heard. Whether it’s a simple promotion or a more complex campaign, your goal of the message should be direct and compelling, conveying the necessary information clearly to the masses.

4. Send your message: Once you have drafted your message, now it’s time to distribute it to your subscriber list. That is the goal of our campaign to make our message wide spread. This can be done in one fell swoop, i.e bulk, by sending it out to all the numbers on your list, or by segmenting the list into targeted groups for more personalized messaging.

5. Measure your results: Finally, in the end, it’s essential to measure the effectiveness of your campaign by tracking metrics such as open rates, click-through rates, and conversion rates. These results are important as they will provide valuable insights into the effectiveness of your message and help you optimize future campaigns.

Text message marketing can be an effective way to reach your target audience. If you decide to use text message marketing, make sure that you do so in a way that will benefit your business the most.

SMS vs MMS: Which To Choose?

Well the different between SMS and MMS marketing are no mystery. Several marketers however may adopt SMS marketing methods have always envisioned how MMS marketing fits in the growth of the industry. Now let us see what you must above the battle of SMS vs MMS, maybe this section will answer your questions and let you decide which one is the best option for your marketing efforts.

SMS, which stands for Short Message Service, is a text message format that is restricted to a mere 160 characters. In contrast, MMS, or Multimedia Messaging Service, allows for up to 1,000 characters and can incorporate images, videos, and other multimedia content.

While SMS messages are generally less costly than MMS messages, MMS messages boast a higher open rate, leading some to prefer MMS for marketing purposes.

Both SMS and MMS can be employed for text message marketing. However, your ultimate decision should be contingent on the type of message you want to send. If you wish to communicate a simple message, SMS may be the way to go. Conversely, if you seek to include multimedia content in your message, MMS may prove to be the optimal choice.

SMS vs MMS may be perplexing, but regardless of which messaging type you choose, ensure that your message is succinct and straightforward. By doing so, you can optimize your chances of customers comprehending your message and taking action on it.

More About Text Message Marketing: FAQs

What are SMS compliance rules?

SMS compliance rules are guidelines that businesses must follow when sending text messages. These rules include obtaining consent from the recipient, providing a way to opt-out of future messages, and identifying the sender of the message.

What happens when you have too many keywords?

If you happen to use too many keywords, you might run into some issues with managing your text message marketing campaign. Customers may not know which keyword to use for signing up, and this can cause complications with the opt-in process. It is crucial to limit your keywords to a minimum to ensure smooth management of your campaign. Aim for one or two keywords per campaign to simplify the process.

Can I send marketing messages to international numbers?

You may wonder whether sending marketing messages to international numbers is permissible. In general, it is possible to send marketing messages to international numbers. However, different countries have varying restrictions on the use of shortcodes. Before proceeding, it is wise to confirm with your text messaging service provider about any restrictions that may exist.

What is HIPAA compliance?

HIPAA compliance refers to a set of regulations that companies must adhere to when handling protected health information. This also includes text messages that contain health information. If you plan to send text messages containing health information, it is imperative to ensure that your campaign complies with HIPAA regulations. You need to get consent from the recipient, encrypt the message, and provide an opt-out method for future messages.

Is there a free bulk texting service?

While several free bulk texting services exist, they usually impose limits on the number of messages sent per month and include ads in your messages. For larger text messaging volumes, consider investing in a paid bulk texting service, which provides unlimited messaging and avoids ads.

What are drip campaigns in text message marketing?

Drip campaigns, a type of text message marketing campaign, enable sending a series of messages over time. This feature is beneficial in providing information about your product or service, welcoming new customers, promoting a sale, or sending regular messages such as weekly or monthly updates.

Can a text blast be considered spam?

Sending a text blast is a type of text message marketing campaign that dispatches multiple messages simultaneously. However, this can be deemed as spam if the recipient has not given consent to receive the messages. It is critical to obtain the recipient’s consent before sending text blasts to avoid being regarded as spam.

What is an SMS API?

To begin, an SMS API is a fascinating piece of software that empowers you to transmit and receive text messages. It’s a tool that enables you to reach out to your customers or prospects through text message marketing. However, with so many SMS APIs available, choosing the right one for your specific needs is crucial. Some SMS APIs allow you to send messages to international numbers, while others do not, for instance.

Are SMS campaigns limited to text messages?

And while it’s true that SMS campaigns are not solely limited to text messages, they can also incorporate multimedia content like images and videos. Nevertheless, one should keep in mind that not all mobile devices can display multimedia content. For this reason, it’s advisable to always include a plain-text version of your message, so as not to leave anyone out.


Are you considering using text message marketing for your business? There are a few important things to keep in mind to ensure a successful campaign. First and foremost, obtaining consent from the recipient is crucial to avoid being labeled as spam. Secondly, using a keyword is a popular method to get customers to sign up for your messages. Additionally, it’s important to check with your text messaging service to determine whether there are any restrictions on sending messages to international numbers. Finally, if you plan to include health information in your messages, HIPAA compliance is mandatory.

With the potential to reach a large audience and promote your business effectively, text message marketing is a valuable tool that you don’t want to miss out on. Now that you’ve learned about the differences between SMS and MMS, you’re ready to create your next big campaign with a high degree of perplexity and burstiness!

With 12 Channels, you can easily create and manage your text message marketing campaigns. We offer a free consultation with our subject matter experts — so you can know our services before you commit to anything. We have several marketing services including others such as content, chatbot, influencer, email and more! You can choose 1 from the package or choose multiple options, or even our DMaS package that contains all 12 marketing services in 1, with a reduced price, and greater prizes! Call us today to get started!

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