Is BULK SMS Worth [$] To You?

BULK SMS

In a world dominated by mobile communication, where marketing messages influence almost everything we do, the importance of a short single message to a multitude of potential customers, in one effective push of a button is an attractive marketing solution. Bulk sms and the technology allowing for the send of short messages to many in one go has therefore become a preferred marketing communications method.

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SMS

It's been over 25 years since the first sms was sent with a simple "merry Christmas" message, and in that time the value of sms and bulk sms as a marketing communications tool has grown significantly. Almost every person on the planet with a mobile phone will have at some point received an sms, and in many cases this might very well have been a marketing message sent from an organization selling, marketing, confirming, or simply reminding us to engage.

SMS as a marketing channel

In a world dominated by mobile communication, where marketing messages influence almost everything we do, the importance of a short single message to a multitude of potential customers, in one effective push of a button is an attractive marketing solution. Bulk sms and the technology allowing for the send of short messages to many in one go has therefore become a preferred marketing communications method.

SMS beginnings.
According to a report published by Zion Market research in May 2017, the size of the bulk sms market will grow by 27% between 2014 and 2020. In 2014 customer relationship management was the dominant use of bulk sms and accounted for 30% of the revenue generated, however robust growth in e-commerce has ultimately led to significant gains in marketing, mobile payments and banking's use of the channel.

Research has shown that SMS marketing as a digital channel has the highest click through rate, compared to email marketing, paid and organic search and social media. As with any campaign, success is a conversion that generates turnover, customers or leads to make a profit this will differ business to business.

The real value to both large and small businesses of sending one message to a multitude of people in a single act is the scalability and flexibility of the platform. The versatility of bulk sms as a marketing delivery platform enables business to be extremely agile, it enables business to respond to the unexpected but also to be proactive, sensitive and geo aware.
The scalability of sms as a technology and the simplicity of sending bulk sends via a portal empowers immature start-ups to share in the same powerful audience penetration enjoyed by massive multinationals without the inhibitive cost.

In addition to the fact that this channel allows an organisation to communicate at a scale previously inhibited by price, the channel more importantly can facilitate the dissemination of different kinds of messages. Bulk sms is not restricted at any one time to one message; the sender can integrate dynamic content allowing for targeted communications to multiple recipients in one campaign.

How to say it smart.

The content of any send can vary depending on the audience, and is limited only by character restriction and marketing preferences. In essence a small local hairdresser sending out weekly appointment confirmations benefits from the same ease of use and versatility as a global energy provider sending out a bulk sms campaigns, attempting to switch customers to a new product or tariff. Smart thinking around the content used in these wholesale sms sends will allow marketers in clients, agencies, charities, clubs and communities to track, and monitor the effectiveness of the campaign and determine whether a campaign using an sms gateway and an online sms portal is effective and delivers on a given cost per acquisition budget.

How to choose an SMS provider.

One of the hardest decisions facing business in the connected economy is how do I know which bulk sms provider is the right one. Are there things I should look out for, do I need to understand the technology, do I need a website? Honest questions asked by most business professionals wishing to send sms online.

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The main considerations are as follows:

The price should not only be competitive but transparent too. When selecting a bulk sms provider, consider the per unit cost, in other words the cost of one message to a single individual, some sms marketing companies may charge on a cost per thousand basis and others may require a fixed monthly retainer. In most cases however a pay as you go credit system is an option with the ability to top up when required, and adapt budget and spend to bulk sends.
When selecting an sms messaging service, try not to get tied down into monthly contracts and retainers, and make sure that there is no limitation on the volumes of your bulk sends.
If you have chosen a pay as you go type solution for your business ensure the credits you have purchased do not expire, and that any unused sms credits have a roll on capacity enabling you to be flexible with your campaigns.

The techie stuff.

The technology solution offered by any bulk sms service provider is crucial, as it will not only allow for the efficient access to business intelligence and reporting, but robust technology is the foundation on which any sms messaging service is built.
The sending of bulk sms campaigns requires that the sms provider have an sms gateway with excellent network coverage and exceptional network quality. Business today is conducted in a global economy and a good sms messaging provider will leverage the service providers on a global level to ensure the greatest coverage at the best cost, whilst guaranteeing high deliverability at acceptably quick speed.

SMS and Service

Customer service and responsiveness are essential when selecting a partner. Sms campaigns are dynamic and constantly evolving, numbers change, unsubscribes accumulate and regulation surrounding data and its use create a challenging environment. A responsive sms partner is tuned into these challenges and will respond in an agile manner with creative solutions to bulk sms sends.

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No matter how you choose to engage with sms as a marketing platform, its benefits far outweigh the downside. Bulk sms can be used to send offers rewarding or reminding, to sell or to promote, and it can be used to dovetail with other marketing campaigns, TV radio email or outdoor, and essentially is a reliable way to ensure your customers remain engaged with your business.