Jan 4, 2024
3
mins read

Best Practices for SMS Marketing in 2024

Product Manager at Message Central
Best Practices for SMS Marketing in 2024

Key Takeaways

  1. SMS marketing continues to evolve as a critical communication channel for businesses because of its simplicity and wide reach
  2. 70% of the SMS are opened within the first 5 minutes, the rate climbing up to 90% within 30 minutes
  3. New FCC regulations, 10DLC and SMS for support are some of the game changers for SMS marketing
  4. Compliance with regulations, personalization and relevance are some of the best practices to be adhered to in SMS marketing
  5. With WhatsApp becoming more and more popular, it will be interesting to see how SMS manages to maintain relevancy

Introduction

As we venture into 2024, SMS marketing continues to evolve, emerging as a critical channel in the digital marketing landscape. Its simplicity, directness, and wide reach make it an indispensable tool for businesses. This article explores the growth, effectiveness, and best practices of SMS marketing in 2024, considering the latest trends and regulatory shifts.

The Growth and Effectiveness of SMS Marketing

SMS marketing stands out for its cost-effectiveness. It's a strategy that requires minimal investment but yields high returns using SMS API platforms. Personalized SMS campaigns cost only pennies per message, presenting a lucrative opportunity for businesses of all sizes​​.  
A remarkable aspect of SMS marketing is its open rates. Studies have shown that around 70% of SMS messages are opened within the first five minutes of receipt, climbing to 90% within 30 minutes​​. These figures underscore the channel's effectiveness in capturing consumer attention.

Emerging Trends in SMS Marketing

  1. 10-Digit Long Codes (10DLC): The introduction of 10DLC has been a game-changer for businesses using SMS for A2P messaging (Application-to-Person). This system, led by major mobile carriers, is designed to combat spam and enhance privacy. Businesses meeting certain criteria must now register with The Campaign Registry, providing business information and a nominal fee​​.
  1. SMS for Customer Service: Another significant trend is the use of SMS for customer service. With nearly ubiquitous mobile phone usage, SMS provides an always-available communication channel. Businesses are increasingly leveraging SMS for customer support, using automated chatbots and live support options​​.

Regulatory Landscape in 2024

The Federal Communications Commission (FCC) has proposed new regulations to protect consumers from unwanted and illegal text messages. These include: -

  1. Requirements for mobile wireless providers to block texts from suspicious sources  
  1. Investigate and potentially block texts on FCC's notification.  
  1. Additionally, marketing texts to numbers on the national Do-Not-Call Registry will require prior express invitation or permission in writing​​.

Best Practices for SMS Marketing in 2024

  1. Compliance with Regulations: With the new FCC regulations, businesses must ensure compliance to avoid legal repercussions and maintain consumer trust.
  1. Personalization and Relevance: To stand out, SMS content must be personalized and relevant to the recipient. This involves understanding the audience and tailoring messages accordingly.
  1. Integration with Other Channels: Combining SMS with other digital marketing channels can create a more robust and cohesive marketing strategy.
  1. Data Privacy and Security: Protecting customer data is paramount. Businesses should implement strict data security measures to safeguard personal information.
  1. Monitoring and Analytics: Utilizing analytics tools to track the performance of SMS campaigns is crucial for understanding effectiveness and guiding future strategies.

Conclusion

SMS marketing in 2024 is dynamic, with significant opportunities for growth and engagement. Even with the advent of WhatsApp marketing, SMS still remains a popular channel for use cases like SMS verification. By understanding and adapting to the latest trends and regulatory changes, businesses can harness the power of SMS marketing to reach and engage their audience effectively. The future of SMS marketing looks promising, with its unparalleled reach and evolving capabilities.