Bulk SMS Marketing: What It Is And How It Works

Businesses across various industries have found SMS a versatile and impactful solution. SMS allows businesses to reach their audience in real-time, from appointment reminders and special promotions to urgent updates.

Bulk SMS marketing allows companies to send personalized, timely messages to large groups of people. With most texts read within minutes, capturing attention and driving action is an efficient method.

In this article, we will explore the importance of bulk SMS marketing for businesses and highlight its ability to deliver impactful messages and simplify outreach efforts.

How Bulk SMS Marketing Works

Mass text marketing involves sending numerous text messages to a targeted audience simultaneously. This cost-effective approach allows businesses to reach customers for diverse purposes like product promotion or time-sensitive information sharing. 

While some businesses use a short code (a 5-6 digit number) to send bulk text messages, using the business’s number can often be more effective and feel more personal. Either approach works for bulk messaging.

Combining SMS and MMS

Businesses require a reliable platform with scheduling and advanced campaign creation texting tools for a successful campaign. These tools simplify SMS and MMS marketing, which saves time and resources.

MMS can also be very compelling and will get immediate attention. Using images allows the SMS message length to be shorter since more details, such as an invitation to an event, can be included in the image itself.

In SMS marketing, a compelling, concise, and personalized message is essential. Addressing recipients by name improves engagement.

Key Benefits of Bulk SMS Marketing

Mass messages have numerous benefits. Some of them include:

Urgency With Instant Call to Action

SMS allows businesses to create a strong sense of urgency that other channels often struggle to achieve. With an almost immediate read rate, companies can prompt customers to take action immediately.

Personalized Messages for Deeper Engagement

While many marketing channels offer personalization, SMS segmentation tailors messages to individual customer behaviors and purchase history. Because SMS is direct and personal, it feels less intrusive than other channels when done right.

Boost Loyalty With SMS Exclusives

SMS is an excellent channel for rewarding loyal customers with exclusive offers or early access to sales. This makes subscribers feel valued and more likely to stay opted in.

Targeting Customer Lifecycle Stages

Bulk SMS marketing also allows businesses to target customers at stages of the customer lifecycle, from onboarding to retention. A targeted approach helps businesses maintain customer relationships over time rather than solely focusing on one-off promotions.

Multi-Channel Campaign Amplification

SMS marketing can be integrated with other marketing channels to amplify campaign impact. For instance, if a business launches a new product across email and social media, a follow-up SMS can remind customers to take specific action.

Gathering Real-Time Feedback

Sending quick polls or SMS surveys helps businesses gain insights into customer satisfaction, product preferences, or future purchase intentions. These insights allow them to make data-driven decisions without the delay of traditional survey methods.

Better Operational Efficiency

Unlike other channels, SMS can simplify communication with customers. Appointment reminders, delivery notifications, and order status updates are examples of transactional SMS that reduce the need for manual follow-ups.

What to Consider When Launching Mass Texting Campaigns

When launching a mass texting campaign, it’s crucial to consider several key factors to ensure its success and compliance.

Here’s what to consider:

Compliance With Regulations

Regulations like the Telephone Consumer Protection Act (TCPA) require businesses to get permission from recipients before sending them any messages. Customers should opt-in to receive messages, typically by signing up through a form or texting a keyword to a shortcode.

When people choose to receive your texts, they’re more likely to stay engaged, and you’re legally covered.

Offering Value

Aside from obtaining consent, part of SMS compliance is delivering value. Customers who opted in expect relevant and helpful messages. Misleading or vague content can harm your credibility and lead to complaints.

Therefore, always be clear about who you are, why you’re contacting them, and how they can benefit from the text message marketing.

Opt-In Options

A key SMS marketing regulation is obtaining proper consent upfront from recipients, typically through opt-in processes. Opt-in strategies can include having prospects or customers complete a web form that allows them to accept text messaging as their preferred communication channel.

Another interesting way to get people to sign up is by using catchy keywords like JOIN or VIP. You can hook them in by promising early access to products or special deals for text subscribers.

Opt-Out Capabilities

Giving people an easy way to say “no thanks” is as important as getting them to sign up. It shows that you are respecting their privacy.

Advanced systems do more than unsubscribe someone when they text STOP or UNSUBSCRIBE. They use AI to understand the sentiment behind the message, ensure that opting out is smooth, and respect the person’s wishes.

For instance, if someone texts back something like “I don’t want these anymore,” a mass texting service like Textellent can detect negativity and automatically opt that recipient out of future texts.

Personalization and Segmentation

Personalization is more than just using someone’s name; it should also match what the customers like and how they behave.

Next-generation segmentation categorizes the audience into groups based on various factors, such as purchase history and attendance at specific events or locations. Each segment receives SMS text messages tailored to their unique preferences and interests.

Scheduling

With advanced tools, you can manage a campaign from the main office and send it to various locations, all adjusted for their local time zones. This makes running nationwide SMS marketing campaigns easier while ensuring messages reach people at the best possible times.

For example, a restaurant or chain might schedule SMS or MMS messages with a picture of the delicious meal promoting daily lunch specials to be sent out just before lunchtime. This ensures that customers receive the message when they are likely to make dining plans.

Timing

Timing is not just about the time of day but also considers the timing of the message in the customer’s journey. For instance, e-commerce businesses can send SMS reminders to customers who have abandoned their shopping carts, encouraging them to complete their purchases. 

These reminders should be timed strategically to re-engage the customer at the right moment, increasing the likelihood of conversion.

Strategic Tag Utilization

Using tags in bulk messaging lets you organize your audience based on their past actions, habits, or likes. So, instead of sending a one-size-fits-all message, you can tailor your approach and reach out to people in a way that resonates with them.

This detailed way of organizing your audience helps marketers send mass text messages connecting with specific groups. It ensures that marketing messages are relevant and interesting to the people getting them.

Avoiding the same message also reduces the chance of people getting tired of hearing from your business.

The result is a more effective bulk messaging strategy that reaches a broader audience and establishes meaningful connections with distinct customer groups.

How to Craft Compelling SMS Content

You can create SMS content that captures attention and drives meaningful engagement and action from your audience. Here are key strategies you can implement:

Keep SMS Short and Sweet

Given the limited space, your text message needs to be clear and direct. Start with the most important information. Choose words that pack a punch. Verbs like “Save,” “Discover,” and “Join” can motivate action quickly.

A retail store might employ phrases like “Hurry, limited-time offer” to create urgency and prompt immediate action.

MMS provides more flexibility in providing greater detail and maybe an illustration of the product being promoted. Adding in some images can grab people’s attention right away. 

Plus, a picture can say a thousand words, right? It means you can keep your SMS marketing messages short and sweet and include all the relevant details (like event invites) in the image.

Make It Feel Personal

SMS templates that start with “Hi [Name]” immediately feel more individual and engaging. Mention something specific to their likes or past interactions with your brand.

If they recently purchased a product, a follow-up with related items can show you’re paying attention.

A Dash of Emojis for Personality

Pick emojis that match the tone of your message and appeal to your audience. A smiley face or a thumbs-up can add warmth and friendliness. You can use emojis to highlight key points or replace words, making your message more visually engaging and easier to read.

Links That Lead Somewhere

Including a link to a mobile-optimized landing page boosts the message and leads to conversions, offering more information or transaction opportunities.

How to Measure Success in Bulk SMS Marketing

You’ll want to explore the specific metrics and see how each message resonated with your audience. Let’s break down the most essential SMS metrics that can optimize your bulk marketing campaigns.

Open Rate

Given SMS’s immediacy and direct nature, open rates are generally high, often reaching 95% or more within minutes of delivery. This gives you a quick read on your SMS campaigns’ initial interest and effectiveness.

Click-Through Rate (CTR)

The click-through rate measures the percentage of recipients who click on a link within your SMS message. If your message includes a call to action (CTA) that directs users to a webpage, product, or special offer, the CTR shows how effective the message was in prompting that action.

Conversion Rate

The conversion rate tells you how many of those who clicked through completed the desired action—whether it’s making a purchase, signing up for a webinar, or filling out a form. Conversion is the end goal for most campaigns, so this metric holds particular importance.

Response Rate

The response rate is the percentage of recipients who reply to your SMS message. This is particularly relevant for two-way SMS marketing, where you seek direct engagement, such as responses to a survey.

Opt-Out Rate

The opt-out rate measures how many subscribers unsubscribe after receiving a specific SMS. This metric is crucial because it tells you if your messages’ frequency, content, or timing might be driving people away.

Delivery Rate

The delivery rate shows the percentage of messages successfully delivered to recipients. A low delivery rate might indicate issues with the quality of your contact list or potential technical problems with your SMS platform.

ROI (Return on Investment)

ROI measures the profitability of your SMS marketing campaigns. It’s calculated by comparing the revenue generated from the campaign with the cost of running it. This metric is handy for understanding the financial impact of your SMS efforts.

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) is the total revenue a customer is expected to generate during their relationship with your brand. SMS marketing can significantly increase CLV by keeping customers engaged and encouraging repeat purchases.

A/B Testing Results

A/B testing involves comparing two message versions to see which performs better. This can include testing different CTAs, sending times, wording, or incentives. Tracking A/B testing results helps refine your messaging based on real data.

Time-to-Engage (TTE)

Time-to-engage measures how quickly recipients engage with your SMS after receiving it. This can be useful for understanding when your audience is most active and responsive.

Personalized Text Solutions for Every Business With Textellent

Reach your customers instantly with Textellent’s bulk SMS feature—where each message becomes a direct line to your audience.

Every business is unique, and Textellent gets that. The platform provides solutions for your goals, industry, and specific challenges.

With options for personalized messaging and two-way conversations, you can create genuine connections with your audience. Each message feels tailored to the customer, building stronger relationships and encouraging more interaction.

Explore Textellent’s features by signing up for a free trial or request a demo consultation.

Conclusion

Mass texting is a powerful way to reach a wide audience and improve customer engagement. It’s ideal for announcing new products, sharing deals, or keeping in touch. 

Businesses can personalize messages, schedule them for the best time, and track their performance.

For a campaign to remarkably hit its mark, you need a trustworthy platform that lets you schedule your mass messages and set up advanced bulk campaigns using texting tools. These help you easily manage your SMS and MMS marketing and save time and effort.

FAQs About Bulk SMS Marketing

What’s the difference between promotional and transactional SMS messages?

Promotional SMS messages are marketing texts sent to potential or current customers to promote offers, products, or services.

Transactional SMS messages, on the other hand, provide recipients with the information they need, like order confirmations, booking details, and alerts, and are not used for promotional purposes.

How do I start with bulk SMS messaging if I have a small customer list?

Even with a small list, you can benefit from mass SMS marketing. Build a quality list by encouraging opt-ins through your website, social media, and in-store promotions. As your list grows, you can scale up your SMS marketing efforts.

How often should I send bulk SMS messages?

The frequency should be balanced to keep subscribers informed without overwhelming them. This can vary depending on your audience and industry, but starting with a few monthly messages and adjusting based on feedback and engagement are effective approaches.