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We live in a digital age where SMS campaigns have become an effective way for businesses to connect with their audience. Despite the rise of newer communication channels, SMS marketing messages still enjoy remarkably high SMS open rates and engagement. This is because they are immediate, personal, and universally accessible.
Even today (when WhatsApp has taken over the world), SMS campaigns are used for several purposes such as customer service updates, marketing promotions, cart abandonment reminders, and more. They are a direct way to deliver crucial information with immediate action. The SMS campaign open rate in India is one of the highest in the world, with 98%.
Continue reading to learn how ecommerce businesses can optimize SMS open rates and manage the deliverability issues that follow.
As straightforward as it sounds, SMS deliverability is more than just sending an SMS to the SMS list. It is an important SMS campaign metric that measures how many of your sent SMS messages actually reach their intended recipients. Successful delivery is the foundation of successful SMS marketing campaigns, as high SMS marketing open rates rely on it.
Most customers subscribe to business text messages, but the subscription is useless if the businesses cannot reach the recipient's inbox. Hence, the success of your SMS campaigns directly correlates with the number of texts successfully delivered.
There is a set formula to calculate the SMS delivery rate –
For example, if you send out 10,000 SMS messages, of which 9,200 are successfully delivered, the SMS campaign has a 92% delivery rate, indicating strong performance.
SMS messages typically have a character limit, usually around 160 characters. Exceeding this limit can result in truncated messages or complete delivery failures. It's important to be mindful of character counts and adjust your message content accordingly.
Typos or errors in phone numbers can prevent messages from reaching their intended recipients. If a number is no longer in service, the message will fail to deliver. It's essential to verify the accuracy of phone numbers before sending SMS campaigns.
Heavy network traffic, especially during peak hours, can lead to delays or even failures in SMS delivery. Additionally, carrier-imposed restrictions on bulk sms messaging or international campaigns can impact the success of SMS campaigns. Technical problems, such as network outages or equipment failures, can also disrupt the delivery process.
Spam filters employed by carriers and recipient devices can block messages that are perceived as spam. If your sender's reputation is damaged due to previous spam complaints, your messages may be blacklisted and prevented from delivery. The content of your message can also trigger filters, especially if it contains offensive, illegal, or promotional content.
The content of your SMS message can significantly impact its deliverability. Carriers or recipient devices may block offensive, illegal, or promotional content. Certain keywords or phrases can also trigger spam filters and lead to message rejection.
International SMS messaging can be subject to additional regulations and restrictions. Carrier compatibility issues between different countries can also affect delivery. It's important to be aware of these factors when sending SMS messages internationally.
Problems with your messaging platform, software, or API usage can hinder SMS delivery. Ensure that your technical infrastructure is functioning properly and that you are using the correct APIs and settings.
On average, over 60% of the people who subscribe to an SMS campaign engage with the campaigns in real life. To ensure your ecommerce business touches this industry sms benchmark, the following strategies can be incorporated into the SMS marketing strategy –
Tailor your SMS campaigns to specific audience segments based on demographics, interests, and behaviors. This ensures that your messages are relevant and resonate with your recipients.
Consider the best time to send SMS messages based on your audience's behavior and time zone. Avoid sending messages during busy hours when people are likely to be busy or distracted.
Engage with your audience through two-way conversations. Use SMS to provide personalized support, answer questions, and build stronger relationships with your customers.
Develop a well-defined SMS marketing strategy that outlines your goals, target audience, messaging, and SMS marketing metrics. This will help you stay focused and measure the effectiveness of your efforts.
Combine SMS with other channels, such as email, social media, and in-app messaging, to create a seamless customer experience. Use SMS to complement your other marketing efforts and drive conversions.
Use dynamic content and personalization to create unique messages for each recipient. Incorporate their name, preferences, or recent purchase history to make the messages more engaging.
Include a clear, concise call to action (CTA) in your SMS messages. Guide recipients toward the desired action, whether it's making a purchase, visiting your website, or responding to a survey.
Keep your SMS messages short and to the point. People are more likely to read and engage with concise messages. Use strong language and clear visuals to grab their attention.
Consider the context and relevance of sending an SMS message. Avoid spamming your audience with irrelevant messages. Use SMS strategically to provide value and drive engagement.
However, each strategy differs based on the industry you are targeting. For example, suppose your business is in the retail sector. In that case, you can send targeted recommendations based on purchase history or browsing behavior and offer exclusive discounts or promotions to SMS subscribers.
D2C clothing brand can send order confirmations, shipping updates, and delivery notifications via SMS. Additionally, they can also send personalized recommendations based on past purchases, abandoned carts, or seasonal trends. These are just a few examples of how SMS campaigns can be tailored to specific industries, and the marketing boundaries for different industries are actually boundless.
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