How to use SMS Marketing in your store

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Although sending SMS to your customers may seem outdated and ineffective, this means of communication can help you . The Short Message Service (SMS) has now lost its chat function to other apps, but it is still present on all devices — from the most modern to the oldest.

Like other communication channels, SMS also requires the creation of strategies and can be used for different content. While the character restriction (usually 160 characters maximum) is a challenge when defining a message, it is what makes SMS easier and faster to read .

In this article, we give you the best tips so that you can use this medium effectively for your business, focusing mainly on the marketing campaigns that you can create.

Discover the benefits of SMS marketing
The two most common uses of SMS are for sending campaigns croatia mobile phone number or transactional information. The first is also known as SMS Marketing and has a commercial application , such as sending promotions , offers and event invitations, for example. The second is Corporate SMS, which aims to quickly communicate transactions, deliveries and service .

Speaking mainly about its use for campaigns, below we list the biggest benefits of using the platform.

Scope
Unlike WhatsApp , SMS is present on all devices with active lines . According to Anatel (National Telecommunications Agency), this number reached 236 million in Brazil in January 2021. This number is greater than the Brazilian population, which has 213 million inhabitants, according to an estimate by IBGE made in July of the same year.

Therefore, the possibility of your customers receiving and reading your SMS is huge. Much higher than email, for example, where the average opening rate is around 22%.

Low cost
Although it is mandatory to use sending software to send bulk SMS (to many people at once), this is the only cost involved in using the system. There is no need to create graphics, produce complex materials or other resources . The only components for a good SMS are the content and the CTA (call to action).

Results
As a direct communication tool with the customer , it is easier to measure the results of an action with SMS than on social networks , for example. In fact, shipping services usually offer the management of this data.

The main metrics used to measure SMS results are similar to those used in email marketing. Among them, you can check:

Delivery: percentage of messages delivered. If your contact base is healthy and good, the number of sends should be equal to the number of deliveries;
Conversion: percentage of people who took the action encouraged by the SMS (clicked on the link provided, for example) .
‍Create your strategy
Like other communication channels, SMS marketing also requires attention to create a strategy. Below we list some tips to help you define your goals and how to achieve them .

Define your goals
The goals vary from business to business. So, think about what you want to achieve with SMS. Some of the most important purposes are: increasing sales , winning back lost customers, promoting new products and services, and building relationships. Depending on this, your actions can take many different directions.

Use the best tools
There are many companies that offer bulk SMS sending, but it is important to be aware of “pirated” software that can violate users’ privacy. Furthermore, even though creating your own contact base is a bit of work, never buy a ready-made list so that your actions have better results.

Consider using CRM tools that help you record and organize your customer data .

Create a content calendar
Your customer won’t want to receive communications all day long on different channels. Make sure each communication is relevant and unique . By creating a calendar with all the content you intend to send to your customers, it’s easier to understand when each communication will be sent — avoiding annoying your users.

Furthermore, despite not having a “spam box” for SMS, your customers can block the number that sends these messages, which prevents you from communicating with them. Unnecessary, excessive and non-consensual communications are prohibited , otherwise you may be blocked.

Learn the legislation
Due to the large number of communications sent by cell phones, Anatel has established rules for sending advertising via devices. According to the regulation, users have the right to choose which messages they want to receive or not, and only consumers who give permission can continue receiving communications.

In addition, it is mandatory to provide an unsubscribe option in case the user wishes to cancel their subscription to the contact list. If a customer receives a communication even after unsubscribing, the company may pay a fine of up to R$6.5 million.

Good practices
Don't know how or what to send via SMS? We've put together some essential tips for anyone who wants to start using this channel the right way.