For 38% of Americans, their cell phone is the most important thing they own, according to an SMS Survey Report. According to the New York Times, in 2020, just over one trillion personal and commercial messages traveled in the U.S. by SMS or MMS.
While most of us text from our mobile phones, businesses utilize text functions from their business softphones and mobile apps. Text messaging has proven to be a vital aspect of successful businesses' mobile marketing and communication strategies. Not only is it able to reach a much wider audience than any other form of direct marketing, but it also communicates with your customers instantly and in a convenient, customer-preferred manner.
What is Business Text Messaging?
For many consumers, mobile phones are ubiquitous with texting. If you want to reach your customers, texting is the best and most direct way. However, before your business can begin the text messaging journey, it is beneficial to examine text messaging for your business and develop a deeper understanding of the benefits, marketing strategies, and communication initiatives.
Let's begin with the two distinct categories of text messaging: Short Message Service (SMS) and Multimedia Message Service (MMS).
What is SMS?
SMS is a text messaging service supported by most telephone, internet, and mobile-ready systems, platforms, and devices (like VoIP). Users send out millions of SMS messages each year. SMS can support alphanumeric messages of 160 characters or less.
Businesses often use SMS messaging for situations like:
- Appointment reminders and text alerts
- Sending product launch information
- Sending out special offers or discount codes
- Shipping status updates
- Requesting feedback or sending short surveys to clients
What is MMS?
MMS is the standard way to send multimedia content like pictures or videos AND text messages over 160 characters. Most MMS messages can support about 500 KB of data, equal to a 30-second audio or video file.
The amount of content your business can attach to an MMS message varies depending on the size of the file you are trying to send. For many companies, MMS is a preferred communications channel because images and videos have long proven to involve greater engagement when compared to text-only customer communications.
Businesses often use MMS messaging for situations like:
- Sending customers troubleshooting videos
- Sending emergency alerts (like inclement weather)
- Sending product information (like recalls)
- Sending traffic notifications
- Sending friendly greetings
Benefits of Text for Businesses
There are tons of benefits for businesses to begin utilizing text messaging. Modern consumers are surrounded by digital communication strategies, including email, social media, television, etc. However, text messaging is becoming the most preferred and most commonly used communication channel among consumers, which makes the opportunities for businesses boundless.
#1. More People Tend to Read Text Messages
90% of all mobile users open and read text messages within the first 30 minutes of receipt. It’s no wonder why text message marketing is working wonders for so many businesses. Furthermore, 97% of Americans own a cellphone of some kind. The share of Americans that own a smartphone is now 85%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted in 2011. With mobile phones in nearly every American's pocket, texting is the most commonly used communication channel. If a business' top priority is to reach and actively engage with its clientele, then the business text is one of the greatest steps you can take for your business and its marketing purposes.
#2. Text Messages Don't Require WiFi
Just because a customer owns a mobile phone does not mean they have an internet connection. Lucky for your business, SMS messaging does not require a WiFi connection at all. Constantly moving or on-the-go businesses can reap the benefits from the simplicity that mobile text messaging provides.
#3. SMS Messaging Doesn't Require an App or Special Download
Because SMS or MMS are sent to a person's cell phone, there is no need for your customer to download a special app or check their email and be redirected to a website. It's direct. Your contacts can simply respond with a keyword and opt-in to receive regular communications from your business. If they ever choose to opt out, that process is just as seamless.
#4. Texting Drives Automation
Business text messaging is ideal for companies that focus on maximizing their operational efficiency and effectiveness. It can often automate repetitive tasks. Texting is great for seamlessly delivering confirmations, appointment reminders, and bill reminders. These notifications make it easy for the customer and your support teams to engage more meaningfully and provide intuitive interactions with each other.
#5. It's Easy
Texting does not require any IT skills. Many business text messaging providers make the entire sign-up, onboarding, and implementation processes simple for even the least tech-savvy person!
Business Text Messaging Best Practices
While texting is an excellent opportunity to connect with your customers, you should still be courteous and follow the best practices. Text messaging should be used correctly; if it is misused, it can do more harm than good, and you could lose customers in the process. To help, we recommend the following best practices to get you started on your text for business communication efforts:
#1. Always Ask for Permission
You must gain a consumer's consent before your business begins sending marketing-related messages. Sending business text messages to opted-in consumers makes sure your business is compliant with all Federal Communications Commission (FCC) regulations.
Sending unsolicited text messages or engaging in other fraudulent activities may result in severe consequences, including legal proceedings or hefty fines. Beyond the legalities, it is in the best interest of your business and customer service procedures to ask your contacts to opt-in before sending text communications.
#2. Always Provide an Option to Opt-Out
The Cellular Telecommunication Industry Association (CTIA) recommends including appropriate disclaimers in any SMS, MMS, or customer communications. For example, "Msg & Data rates may apply" is a commonly used disclaimer among businesses utilizing texting.
Additionally, should subscribers wish to opt out of future marketing communications, they should always be able to at any time. Businesses often include "Text STOP to unsubscribe" in all text messages sent to subscribers. This can make a significant difference in establishing trust and building credibility with your clients and target audience.
#3. Make Messages Actionable
When sending texts to customers, make sure that the content is valuable and actionable. For example, if you promote a special sale or event, make sure all necessary information is in the text. Nothing is more annoying for a customer than to receive a "special offer" but have no idea how to accept it. Include all necessary information and steps necessary to take action on it.
#4. Make Messages Effective
Last but not least, make sure the messages you are sending effectively resonate with your clients. If not, you may need to tailor your digital marketing and communications approach.
Simplicity VoIP can help you master Unified Communications and make the most of texting for your business, among other things! Check out our guide here or reach out to our customer support team if you have any additional questions!
