When it comes to mobile marketing, SMS is a timely approach to bringing brands closer to their audience.

“People hate unread texts, so SMS is the only channel where urgency is guaranteed,” said Majd Maksad, co-founder and CEO of TruAgents.

• 82% of consumers check their text notifications within five minutes of receiving a text, according to a SimpleTexting survey.
• And 84% of consumers have opted in to receive texts from businesses.

When marketers prioritize personalization while respecting their audience’s privacy, SMS can supplement other marketing channels and move consumers down the funnel.

Texts that power purchases

SMS marketing can be especially effective in the consumer packaged goods (CPG) space.

• Beauty consumers are twice as likely to convert after receiving an SMS cart abandonment message, and 2.6 times more likely to convert after receiving an SMS price drop alert, according to a Listak report.

“The most interesting use cases are how companies use automation to personalize messages, whether recognizing me as a VIP customer or someone who just made their first purchase,” said Greg Zakowicz, senior ecommerce expert at Omnisend.

SMS also encourages brands to drive engagement through limited-edition tactics like flash sales and giveaways. 42% of US mobile phone owners sign up for texting lists for discounts or coupons, according to a November 2024 survey from EZ Texting.

“A few creative uses I’ve seen are restaurants using SMS for last-minute reservation openings, and fitness apps running text-based challenges to boost motivation,” said Maksad.

AI for personalized conversations

AI is increasingly being used in mobile marketing applications, including within SMS, so consumers can receive more personalized messaging. When approaching AI in the SMS space, brands should focus on giving consumers a more simplified experience and account for their basic needs, said Zakowicz.

“More than anything, customers expect a better experience, such as more personalized offers and product recommendations, not necessarily a revolutionary one,” he said.

More than 70% of US digital retailers identified an increased focus on omnichannel selling as a trend that would have the greatest impact on their business in 2024, per a December 2023 Bolt survey. As brands build an omnichannel strategy, they should move away from “generic mass messaging” and toward recalling past interactions that offer a streamlined experience, said Maksad.

Balancing SMS and email outreach

While SMS has its distinct benefits, 69% of consumers say email is their preferred form of communication, followed by SMS/MMS at 53%, per a June 2024 survey from Emarsys. When requesting new consumer information, brands should require an email signup while making a phone number signup optional, said Zakowicz.

When balancing their SMS and email strategies, marketers can advocate for a streamlined experience while recognizing the value propositions of each channel, said Maksad.

“Email nurtures, educates, and sells over time,” he said. “SMS cuts through the noise and drives instant action.”

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.