Direct marketing is a term that has a bad rep. It’s associated with junk mail and cold calls from people trying to sell you something.
But–despite the perception many marketers have–it’s adapted to the modern age.
In fact, there’s now a drive to build direct relationships with customers. Businesses realize it’s too risky to rely on rented traffic from Facebook and Google.
One direct response channel that stands out from the rest is SMS marketing. We’ll dive into why that’s the case and also cover how it works.
If you’re wondering what makes SMS such a powerful marketing medium, there are three clear reasons.
Rise of Mobile Device Usage and Web Traffic
70% of web traffic in the U.S. now comes from mobile phones. Yet not a lot of businesses do any specific mobile marketing.
That’s a missed opportunity. Americans spend close to three hours a day on their phones, so it makes sense to reach them where they already are active.
Declining Performance of Email Marketing
Another trend driving SMS is the declining performance of another popular direct marketing channel: email.
While email is still a profitable channel, click-through and open rates have declined steadily over the past decade.
As millennials surpass Baby Boomers as the nation’s largest living generation, their preferences mean they reward brands who send text messages.
"We can attribute the 20% increase in revenue to using text messages to promote this year’s sale. We’re delighted with SimpleTexting."
While certain marketing tactics aim to increase awareness or educated potential buyers, direct marketing’s goal is to persuade the recipient to take action.
To do this, you need to:
1. Identify those interested
2. Build an ongoing relationship
3. Test and measure the effectiveness of your campaigns
The recipients of direct marketing are typically people who have shown they have an interest or need in your company’s product.
This has two related benefits:
It’s one of the reasons SMS makes for an excellent direct response channel: people need to proactively agree to receive your SMS messages.
There are many ways you can grow your text list.
When someone clicks on it, their phone’s native messaging app opens with your phone number and keyword prefilled:
If you don’t want to add the widget to your site, don’t worry. Here are nine other ways you can collect phone numbers.
SMS and engagement have become synonymous with each other.
The reason? Building an ongoing relationship requires active participation from both parties. And SMS is a digital marketing channel that’s highly interactive and personal.
With an SMS promotion, you can make the recipient feel it’s meant just for them.
We’ve seen organizations use different types of personalization tactics to achieve this, including:
By doing this, you give existing and potential customers a unique, memorable message that is likely to drive them to take action.
One of the benefits of SMS direct response marketing is that you know:
Over the course of several months, you can test out what works best for your audience. You could also run an SMS marketing campaign A/B test to see the impact of different offers.
While building awareness of your brand and educating customers about what you do is an integral part of marketing, sometimes you need to see an immediate impact on revenue.
We’ve seen customers use the three steps above to: