With customers getting more comfortable interacting with brands and businesses on their mobile devices, SMS or text message marketing is one of the fastest growing tools in a marketer’s arsenal. During the pandemic, SMS messaging grew 9.4% worldwide, according to eMarketer. Overall, consumers want it—81% of US consumers opened an SMS from a business, and 43% of US consumers proactively texted a business.

How is this relevant to your marketing strategy? Emails, commonly linked to business and transactional correspondence, are so widely used that the customers expect it. Text messages, on the other hand, are more personal and immediate in nature. SMS works because it’s fast, efficient and has high engagement rates. But the logical caveat is higher unsubscribed rates, regulatory considerations and risks annoying customers. Leveraging SMS as part of a solid email strategy is the key to building a firm foundation for your customers.

Focus on the intimate, personal nature of SMS to connect with your customers. While there’s no secret formula, crafting an on-brand personalized message that’s mindful provides added value and fosters trust over time. The frequency of sending text messages and timing is crucial to grow your customer lists.

SMS is a clear complement to email. It’s important for marketers to understand that text messages are not emails and should not be treated as such. SMS marketing best practices, when followed in tandem with prescriptive metrics, will ultimately instill trust, build a solid base and win over customers. Want to learn more? Just ask at [email protected].