Most Common Reasons Businesses Still Hesitate to Use SMS Marketing

SMS marketing is a widely popular marketing channel that many companies have adopted to receive benefits such as higher conversion rates and better customer engagement. However, a significant number of businesses still hesitate to implement this channel. Much of this hesitation is based on myths and uncertainty rather than facts. The following are the most common reasons businesses baulk at adding SMS marketing to their campaigns--and the reasons they should not.

Too Expensive

Texting can fit into almost any marketing budget, and it has a high ROI.

Some companies are afraid to add texting to their marketing efforts because they simply feel it will not fit into their budget. Although money plays a significant role in decisions for businesses, especially those just starting or with little wiggle room in their budget, it should not be the reason to not add SMS marketing. This form of marketing is highly cost effective. Most platforms charge just pennies for the texts sent and received. It might also be possible to sign up for a monthly plan so you have a regular expense and need not worry about going over your budget. The low cost and high efficacy make it a highly cost-effective marketing tool.

Invasive and Annoying

Texting is a very intimate messaging system. It does not have the reputation of spam as email does, since only about one percent of texts sent worldwide considered spam. Plus, many people regularly use it for communicating with friends and family. It is also not as widely used as other marketing channels for businesses, despite more businesses signing up every year. Therefore, many companies hesitate to add it out of fear of intruding too much into their customers' lives.

However, the intimacy of the channel is one reason it is so highly effective. People who sign up want to receive messages from you, and many consumers wish to hear even more from their favorite brands through texting. About 75 percent prefer offers sent through texting than other avenues. You also cut through a lot of the clutter for a more direct message to a highly-engaged group of people, making for a more effective overall message.

Too Complicated

Another fear many marketers have regarding SMS marketing is that it is simply too complicated to add. However, that could not be further from the truth. Most mass text messaging platforms are user-friendly. Subscribers are added to the list automatically when they opt-in. It is also easy to upload a list of users who opted in from another source, such as your website or in-person sign ups. On the platform, you simply have to choose who receives the message, write out your message, and then send it right away or schedule it for a later time.

Only Millennials Use Texting

It is not just Millennials who text.

Companies that focus on older demographics, or wanting to be as inclusive as possible, often feel that SMS marketing is not worth using because it targets only Millennials. Millennials use texting and always have their cell phones with them, making them one of the best demographics to target with SMS. However, it is also highly effective for targeting other generations. About 92 percent of smartphone owners over the age of 50 use it to text. Many people in this generation will be just as eager to receive texts from you as their younger counterparts.

Every business has its own experience with SMS marketing, but the vast majority find it is highly effective and beneficial. It has a high engagement rate, high open rate, and is something customers want. There is no reason to hesitate due to myths and rumors that remain circulating. Instead, try it out for yourself to see if it something that you want to utilize for your business.

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