Even just a few years ago, when marketing automation and sales technology solutions were exploding on the scene, SMS remained notably absent from the ecosystem (as conceptualised by Gartner).
Now, it’s likely that this was because SMS is so pervasive. It permeates every part of mobile marketing, so it’s hard to find a specific spot to place it.
But as MarTech and SalesTech have evolved… so has SMS Marketing. We’re at a point now where technical integrations and APIs give us the opportunity to create a holistic marketing landscape where we can customise content and pinpoint delivery as an exact science.
So, if you’ve not looked at the benefits of using mobile SMS Marketing – and more specifically, why you should be integrating it with your marketing automation – here’s three reasons why now’s the time to bring SMS and MarTech together.
Reason 1 – SMS delivers excellent results as a standalone channel
Even before considering the benefits of integrating SMS Marketing with Marketing Automation, if you look at SMS as a channel in its own right – whether bulk SMS marketing or targeted individual SMS – the results speak for themselves.
Based on experiences with our own clients, we often see;
- 98% open rate
- 90% of messages read within 3 minutes
- Low opt out rates (making it a valued channel)
- Immediate engagement
Reason 2 – SMS marketing is easy to integrate with MarTech
Take Marketo as an example. There’s an off the shelf API that makes it easy to get SMS marketing platforms talking to the marketing automation – and beyond this, on to SalesTech such as Salesforce.
Once the technical integration is complete, it just takes some essential training to get teams up to speed with setting up the programmes. In Marketo, it’s basically an extension of Smart Lists…
I walk you through how to set up an SMS activity in this short webinar (in fact, the demonstration takes just two minutes).
Reason 3 – SMS with e-marketing gives people personalised experiences
In the digital age where customers are becoming more demanding and more selective with their attention, the more personalised and relevant marketing content is – the more likely you are to engage them in the journey and nurture them through the funnel.
If you’ve already implemented a marketing automation platform, such as Marketo, integration with SMS is the next logical step.
In doing so, you open up an additional marketing channel whereby you can deliver a customised message to specific customers – depending where they are in the journey (insight you can glean from Marketo).
The early days of SMS marketing were very much ‘batch and blast’. These days, the sophisticated data that’s available from marketing automation platforms equips marketers with accurate insights to deliver personalised experiences.
And given it’s more competitive than ever to secure a customer’s attention on email, bringing SMS into the mix gives you another channel to leverage.