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Whenever I share screenshots of funny text from my friends on social media, someone will always point out that I have a lot of unread text messages.

“Why do you have so many unread texts? And, who do you ignore?” My friends often ask.

The fact is that most of the texts I ignore are not from real people. They are usually quick marketing messages that I signed up to receive at some point and eventually forgot.

Whether you sign up for mobile services, pharmacy alerts, furniture store promotions, or other listings, you may also receive some text that has been deleted, opted out, or blatantly ignored.

Considering the above experience, you might think that SMS marketing is no longer effective. However, in 2021, as people rely more on mobile phones than ever before, we may be wrong about the intensity of SMS promotions.

It turns out that a recent study came from Simple SMS Indicates that SMS marketing may still be effective.

The study conducted a survey of more than 1,300 consumers and marketers, and the results showed that more than 76% of brands plan to invest in SMS marketing next year, while 62% of consumers subscribed to at least one brand’s SMS last year.

Below, we will delve into the research to explain why some marketers may still want to consider SMS strategies and pay attention to some key points of effective activities.

Free download: 30 SMS templates for marketing, sales and customer success

Why SMS can come back strongly

Although members of our blog team once said SMS needs to “get out of trouble” Because of all other messaging strategies in the world at the time, no one could predict the changes brought about by COVID-19. During the pandemic that caused most people to be trapped at home, people are more inclined to use mobile phones and electronic products than ever before, with 76% of consumers reporting an increase in screen time.

In terms of text messaging, 61% of consumers have increased or significantly increased the time they spend on text messaging applications every day.

The chart shows that during the 2020 COVID 19 pandemic, most consumers’ screen time has increased

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SMS marketing effect in 2021

according to Simple SMS, 62% of consumers chose text messages from at least one company, while 43% of consumers subscribe to one to three brands.

When it comes to the effectiveness of text messages, consumer responses need marketing texts that are much faster than emails. Although most people respond to emails within half an hour to an hour, 72% of consumers respond to text messages within 10 minutes.

In addition to fast response speed, SMS can also get a very high degree of participation. 43% of surveyed business owners and digital marketers who use SMS marketing report a click-through rate of between 20% and 35%.

An interesting thing Simple SMS The survey shows that 52% of brands report an increase in the opt-in rate between 2021. However, nearly 10% of brands reported a decline in opt-in rates in the same year.

Although the increased opt-in is consistent with the increase in screen and SMS time, the increase in opt-out does imply that consumers can unsubscribe from SMS content as quickly as a subscription.

This Simple SMS Research and other studies point to reasons why people may opt out.

  • Too many text messages from one brand: 60% Simple SMS Respondents stated that they have unsubscribed from branded SMS reminders that were sent too frequently. In addition, 56% of consumers prefer to receive only one text message from one brand per week.
  • Too much text from multiple brands: If you increase the text cadence to two, keep in mind that your subscribers may also be overwhelmed by large amounts of text from other brands. Although your text may still be meaningful, you may find that you are more sensitive to opt-out because subscribers are tired of all text reminders.
  • Meaningless content: Just like email marketing, you need to attract readers and engage them in the content they have signed up to receive. Sending too much, boring, or unregistered content may cause you to unsubscribe.

A chart shows that most people canceled SMS reminders because they received SMS reminders too frequently.

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Tips for launching a great SMS strategy

Although text messages are definitely not dead, SMS or conversation marketing platform It may be difficult to master. When you consider or construct a text-based strategy, keep these quick tips in mind.

  • Know your people: Although people may sign up soon to receive your message, it doesn’t take much time for them to opt out. Make sure you know exactly what your audience is looking for and how often they expect to receive it, to avoid sending ignored meaningless text.
  • Provide subscribers with what they have registered: Remember, subscribers trust your contact information, and if you are not transparent about what you want to send or how often you text them, they may choose quickly. Get out. Make sure you align with their expectations.
  • Remember, less is more: No one wants their phones to be blown up by a lot of meaningless over-promotion tests. Before you initiate an SMS campaign, ask yourself some questions, such as “Do I often contact people?” and “Will they even participate in this content?” If you are worried that the content will be invalid, please consider simplifying your SMS schedule. Only the most important text content is sent.

To learn more about message-based marketing and SMS strategies, check out the important resources below.

SMS templates for marketing sales and services

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