What You Should Know About SMS Marketing Software

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SMS (Short Message Service) is the text messaging protocol used on mobile phones. It is supported by nearly all mobile networks and carriers worldwide.

According to various sources, only 20-30% of marketing emails are opened. When compared to the 99 percent open rate reported by SMS text message marketers, it’s easy to see why.

But SMS marketing has its own logistical and legal issues. While most modern marketers are familiar with email and email marketing tools, SMS marketing is not.


  • Definition of SMS Marketing Software
  • Common SMS Marketing Features
  • Who Are You as a Buyer?
  • Market Trends to Know

Definition of SMS Marketing Software

To send a single text message is simple. Most people can do that while waiting for coffee.

The art of sending targeted texts to a small group of customers and prospects, then tracking and capitalizing on the results, is a different story. And it’s harder.

But not with the right SMS marketing software. Software designed to help your company get started with SMS marketing in a controlled and scalable manner.

SMS marketing software allows you to create, deploy, and manage text messaging campaigns. The software is usually purchased as a cloud-based (SaaS) solution, allowing access from any computer. That means no more typing on your phone’s tiny keyboard.

Common SMS Marketing Features

Scheduled messaging: Sends individual and group texts at set times. SMS marketing relies on message timing even more than email marketing.

Mass text messaging: This is the heart of SMS marketing software. It allows you to send messages to large groups. Most platforms help segment customers.

Shortcode: Shortcodes help organize and segment incoming texts.

Message personalization: Personalize text messages by replacing tags (e.g., #NAME) in your template email with the actual information for each recipient.

Automated responses: Confirms receipt of customer text messages.

Who Are You as a Buyer?

1. Mobile-extenders

Mobile-extenders are businesses that communicate with customers via mobile devices. Mobile extends existing connections to customers and prospects, rather than enabling new connections. These businesses usually find basic SMS marketing apps sufficient.

2. Mobile-centrics

This type of buyer use the unique capabilities of mobile devices and networks to engage their customers and prospects in a unique and compelling way that techniques derived from the desktop

These businesses often have their own smartphone apps that they can supplement with SMS marketing apps.

Market Trends to Know

Aside from the strategic and logistical concerns, there are legal concerns. Depending on where you live, state and federal laws may govern who your company can text and why.

The Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act contain relevant US laws. While the latter was originally only applicable to email, some provisions have been extended to SMS text messaging. Consult a lawyer to see if your proposed SMS marketing campaign is legal. Non-compliance can result in serious charges and penalties.

Customers should have to opt-in to receive SMS messages from your business. Similarly, unsubscribing from future communications should be easy. Many businesses use special offers and contests to increase their opt-in customer base. Remember that consumers will quickly opt-out if they receive excessive or unhelpful messages.