SMS marketing in 2021

Even before the coronavirus pandemic hit and turned the world upside down, how consumers were choosing to interact with brands and businesses was shifting, becoming more personal. And while there are many different marketing channels to consider - and often an omni-channel approach works best - one of the most powerful ways to deliver content into the hands of your audience is through an SMS. Not only because 90% of text messages are read, but because in our fast-paced, day-to-day lives, content that is easy to consume simply makes sense. From global corporates to small startups, every kind of industry is looking into SMS marketing marketing and seeing sales revenue growth.

Here are some of the best SMS marketing practices for 2021 to ensure your next text message marketing campaign a success:

Content alone isn’t king

Good content can win sales and grow your business but it’s only one part of the content marketing puzzle. The reality is that today’s digital savvy consumer can differentiate between impersonal, bulk messaging and offers that are tailored and provide real value. In order to make content that will set you apart from the competition, you need to make it personal. According to Epsilon, a global data-driven marketing company, 80% of consumers are more likely to make a purchase when brands offer personalized experiences.

Data-led delivers results

In order to understand your audience, you’ll need to begin with a good data set. Plug that data into the right content personalization engine (like this one) and you’ll achieve real business results. Why? The best kind of content marketing is not only about creativity, it’s about metrics. In fact, Adobe showed that 67% of consumers think it’s important for brands to automatically adjust content based on current context. When brands don't adjust accordingly, 42% of consumers will "get annoyed" that content isn’t personalized. The goal of your data-led content should be to build your first party database and analyze your customer data in order to achieve personalised content that converts. If you’re showing a customer what matters the most to them, you’re already on your way to better sales.

Building a brand  

Turning brand loyalists into brand advocates can only be achieved when your content is authentic. When you send a text message, you’re starting a conversation with a prospective or loyal customer. When you send a personalized text message, you’re building a brand because your content is offering real value. We know how frustrating it is sending a message on Facebook or Instagram to a business only to be answered by a chatbot. Personalization works because it connects your audience with your brand, and by reaching out to them on an individual level, they’ll feel less frustrated. ‍

A service-first approach

A customer that doesn’t feel heard or appreciated will quickly move onto to another brand or business which is why personalized content marketing should always take a service-first approach. What does your customer want? Being able to personalize your seasonal sale catalogs, product launches and discounts with a dynamic mobile campaign (for example) that can directly target consumers works. And being able to offer a special discount or mobile coupon code has been shown as one of the most effective ways to keep customers coming back.

Today’s consumers are living on-demand (and often via their smartphones) which means a text message is merely an arms-length away. So, while receiving an account card in the mail for retailer you’ve never stepped a foot inside may woo (but will probably confuse) your customer, personalized content marketing is essential when it comes to sales revenue growth. Text message marketing has been proven as one of the most reliable ways for organizations of any size to connect with their customers in a more authentic way. This is why delivering content that’s personalized should become the number one best practice for 2021 and beyond.