Pros and Cons of SMS Marketing Campaigns

SMS-Marketing-250x250 admin

Pros

Cost effective:
Research has shown that it takes 1.8 to 2.4 phone calls to reach someone. On each call you are being billed connection fees and fees for the call duration.

Sending a single SMS is quicker and cheaper than multiple phone calls.

Unobtrusive:
Receiving a phone call results in the call either needing to be answered or sent to voicemail, this could occur at an in opportune time.

SMS’s can be quietly read and replied on to ensure timorous communication.

Two way communication:
Not only is sending a SMS cot effective and unobtrusive but it create a two way communication medium between the sender and recipient.

The recipient of the SMS can reply immediately, or a later stage at his/her convenience. Unlike phone calls, SMS replies can be created and sent  at any stage.

Measurable:
All aspects of a SMS Marketing Campaign can be tracked – Delivery reports to network and handset, replies, failures and opt outs.

Marketing Reach:
Successful SMS Marketing Campaigns can experience viral growth as one recipient of the SMS forwards it to a friend who was not on the original database.

This increases the reach of your advertising campaign.

Dynamic:
Technology now allows marketers the opportunity of sending text, audio, video and images directly to their clients phones.

MMS and Wap Push Technology can be used to seamlessly deliver the marketing message.

Expandable:
Companies current marketing campaigns can be improved and expanded through small budget increases whilst receiving quick turnaround times.

Adding a Premium Rate SMS to your current marketing material will result in people sending inbound SMS requests to your company.

These requests could be for added information, purchase requests or service requests. You are continuously building your sales/lead database through the use of Premium SMS.

Cons:

Delivery Failure: 
SMS’s can fail to deliver to a recipients handset for a variety of reasons from invalid numbers through to network failures.

SPAM / Opt outs: 
Companies need to ensure that they always give the option for their customers to opt out of receiving SMS.

Once a customer has opted out  the company needs to ensure that they have been removed from the database.

System Abuse:
Companies implementing SMS Marketing Campaigns need to ensure that they have a set company policy and guidelines in place for content that  will be SMS’d and communicated to their clients.