SMS Marketing – What is SMS Marketing?

SMS  Marketing  or SMS advertising  is contact with customers or subscribers through the sending of SMS.
SMS are sent either to achieve a marketing objective or to confirm some type of transaction in an electronic commerce.
The most common uses are to communicate news, offers, discounts or alerts of interest to subscribers.


What is an SMS?

SMS is the abbreviation for Short Message Service. It is available on mobile phones and allows text messages of up to 160 characters to be sent from one terminal to another. In addition to the text, SMS include the following parameters when sent:  

  • Timestamp or sending date

  • Message validity

  • Sender and recipient phone numbers

  • Number of the SMSC (Short Message Sending Centre) that processed the SMS sending

Uses of SMS Marketing

Among the most common uses of SMS campaigns we find:  

  • News information

  • Offers, promotions and discount coupons

  • Updates on e-commerce orders

  • Appointment reminder

  • Alerts

Benefits of SMS Marketing

Despite not being a channel widely exploited by companies today, SMS Marketing presents enough benefits to consider including it in the Online Marketing strategy:   

  • It has high profitability at a relatively low price (from 0.06 cents per SMS)

  • Has a great open rate 

  • You can customize the sender to be recognized by subscribers

  • Little exploited channel, which may mean differentiation from the competition

  • Allows you to analyze metrics such as open and conversion rate

  • It offers great versatility (promotions, order status, communication of news, alerts, etc.)

Good practices of SMS Marketing

For an SMS campaign to be effective, you must take into account certain practices that can help you generate better engagement with your subscribers:

  • Choose the sending time well: it is a more intrusive channel than the others, so you must make sure to send at appropriate times

  • Has a great open rate

  • Adapt the language to the length of the SMS (160 characters) without being excessively telegraphic or cutting

  • Use capital letters to highlight important parts of the message

  • Include the 2 or 3 most important keywords in the campaign  

  • Facilitate user unsubscription if desired

  • Direct the user to a landing page where they can expand the campaign information