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In the last quarter of 2017, we’ve asked nearly 200 business representatives: How do you benefit from SMS communication daily? The survey was conducted in more than 20 industries and gave us a perspective about the condition of SMS communication in the B2B sector in Poland. Let me present you with the main findings of the research. 

SMS as a tool of communication

1. Types of SMS messages used in communication

The report shows that most companies notify via SMS, e.g. order status sends verification codes and reminders (73%). 40% of respondents send information about current sales, discounts, and new offers, 1/5 of them invites customers to the events, make birthday wishes and use SMS messages for internal communication. The less popular types are remarketing messages, contests, games and surveys.

Pro-tip:

Rarely used SMS surveys can become a great source of information about Your product or services – after-sales communication includes returns and guarantees and a chance to get the customer’s perspective.

     2.  Process of SMS messaging

The biggest amount of companies (69%) use the portal of SMS providers, e.g., SMSAPI, to send messages. Another important way is to use API and integrate it with their systems – to send messages straight from CRM or using other plugins or services integrated with SMSAPI.

     3. Building Customers Database

We found it pleasing that companies prefer to build their customer database – only 5% of respondents choose to buy external bases. It means that permission marketing is well-known, and companies know that SMS messages work only if the recipient agrees to receive them.

Unfortunately, only 9% of respondents use our tools to expand the base – it makes a massive opportunity for those who didn’t try our Newsletter SMS or Virtual Mobile Number.

Pro-tip:

Have you ever thought about customer loyalty program? This is a great solution to keep customers close.

SMS marketing

1. Merged campaigns

The biggest amount of companies merge SMS with different channels – e-mail, social media and online ads.

Pro-tip:

Adding channels to the customer journey embrace your message and increases effectivity of campaigns.

2. Two-way communication

One in every five companies uses a virtual mobile number to enable two-way communication.

Pro-tip:

SMS doesn’t have to be the one-way message. Using virtual mobile number enables processes automation e.g. change the date of delivery, lead generation and gathering feedback with SMS surveys.

3. Personalization

Only 41% of companies personalise bulk SMS messages. 1/5 didn’t even know this feature. 23% of respondents don’t use names in messages because it doesn’t go along with their communication strategy. At the same time, companies consider personalisation as a significant factor of communication and claim that it impacts conversion.

Pro-tip:

Bear in mind that the SMS channel is still perceived as a personal one. The direct approach to the receiver (using name) makes your communication warmer.

The efficiency of the SMS campaign

1. Conversion rates

Unfortunately, the vast majority of the companies do not measure the conversion rates of SMS campaigns. Those who measure use the following indicators:

• CTR (Click-Through-Rate) of short links included in the message,
• average sales increment right after the campaign,
• number of promo codes used,
• reactions – answers for the message, phone calls, e-mail, Facebook fan page message,
• number of customers who show SMS with the promotion in the store,
• the number of attendees at the events.

Pro-tip:

To make sure you use the right indicators think about your final goal – measure these factors that matter and can actually show the efficiency of the campaign.

2. Links in the message

CTR of links included in SMS messages is in most cases 11-20% and 6-10% of even though only 40% of companies use them. It gives space for improvement for the companies in the feature.

Pro-tip:

Short links like cut.li or Rebrandly don’t only give you additional space in the message but are also the way to measure cliks and get more detailed information. Use them to call your customer to action – increase website entries, registrations and passing videos and pictures.>

Goals achieved by SMS marketing

• informative (3/5 of the respondents),
• sales (47%),
• branding and building loyalty (32%).