How SMS Marketing is Enhancing Customer Engagement during COVID-19

How SMS Marketing is Enhancing Customer Engagement during COVID-19
September 1, 2020 / Blog / posted by Krati Dubey

SMS communication has continued to be the go-to option for businesses to stay in touch and drive customer engagement during these unprecedented times. It is one of the most convenient means of communication to get the message across to anyone with a cellular connection. Not to forget, SMS has a wider outreach than OTT or internet-based services, considering it reaches people using basic feature phones in areas with low internet penetration.

The rise in mobile penetration boosted SMS communication to a great extent, along with the fact that SMS is always delivered to mobile devices, regardless of the users’ location. Increasing population, rising mobile payments market and the ever-growing retail and e-commerce industries are some of the major growth drivers for the global A2P messaging market. A2P as well as P2A messages have been on the growth trajectory for a long time now, with the pandemic playing a catalyst in giving it a further boost. The global market for these messages is expected to grow at a CAGR of 5.03% to go from $55,481.26 million in 2016 to $74,507.43 million by 2025, as per a report by ReportLinker.

SMS Services for Smooth Communication

SMS was quite a reliable communication option that helped companies, agencies, and even the government to communicate with people while maintaining social distance. It not only allowed businesses to promote their services and stay in touch with their customers but also helped regulators to deliver crucial instructions, information, and alerts to people. Various stages of lockdowns in different parts of the world did let to a slight lull in retail SMS marketing as well as A2P traffic from airlines and hotels, but it has picked up again as governments began to end lockdowns and mandatory isolations. On the other hand, A2P traffic from the banking and healthcare sectors significantly surged during COVID-19.

Mitigating SMS Fraud

Taking advantage of the uncertainty of the situation, fraudsters have increased fraudulent activities such as Smishing to scam the unsuspecting people. This type of fraud usually involves sending fake links with the intention of extracting money or personal details. Spoofing that allows fraudsters to alter the Sender ID details has also been on an upswing during this pandemic. Several instances of COVID-themed SMS attacks were noted in various countries, with people receiving fake alerts and bills. These frauds need to be mitigated using a strong SMS Firewall that not only puts an end to these problems but also tackles grey routes which are becoming a challenge. The firewall can effectively filter unwanted traffic, reduce spam, and prevent network abuse.

Why Businesses are Opting for SMS Marketing during COVID-19?

A2P SMS has become the go-to marketing technique for businesses in recent times. The COVID-19 pandemic gave it a further boost compelling more and more businesses to opt for it during state-mandated lockdowns. But what makes SMS marketing an ideal option for businesses? Let’s find out.

Accessibility

The most important advantage of using A2P messages to reach your customers is accessibility and that it is almost always delivered to mobile phones. Text messages boast an open rate of 98% and 90% of them are read by the user within 3 seconds of receiving them, as per a report by Dynmark. These statistics prove that SMS is a reliable retail marketing tool with a greater reach.

Personalization

SMS can also be customized with specific information and used for targeting customers on all stages in the sales funnel. Whether you want to attract a new customer with promotions, send an offer to an existing customer, provide order and shipping details, or ask for feedback, SMS is a versatile option that fulfills all the requirements. During the pandemic, many businesses have opted to promote their services with personalized text messages, targeting the specific needs of their customers.

Customer Engagement

Informing customers about the safety precautions observed in their stores or restaurants is another SMS promotional activity being used by the businesses. Re-engaging customers is a challenge that can be accomplished with the help of text messages. Businesses can inform them about re-opening their stores, send offers for in-store visits, and answer questions directly via SMS. Considering that SMS messages are opened instantly by the majority of the users, businesses can ensure that the messages are delivered at a precise time for maximum impact. Gauging customer satisfaction and getting feedback for products is a far simpler process because the click-through rate for SMS is relatively high as compared to emails.

It is not an exaggeration to say that A2P SMS is one of the most successful ways of promoting your business and enhancing customer engagement in these unprecedented times. The investment for doing so is also low compared to the other options. An advanced Enterprise Messaging Solution can take care of all your requirements right from promotional campaigns and marketing to customer servicing. Cost-effectiveness, reliability, and the fast plug-and-play system of A2P messaging solutions make them even more attractive to consider for your SMS promotional activities.

Krati Dubey

Krati is a content creator at Panamax Inc and has over 6 years of experience in the digital domain. She holds a degree in Journalism and enjoys writing about everything tech. Krati can be found binge-watching TV shows, reading chick-lit novels and running after her toddler over the weekends.
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