Quick delivery, wide reach, and higher conversion rates are just some of the features of implementing an SMS marketing strategy. 

In today’s digital age, almost every business has incorporated some form of email marketing into their strategy. However, there is opportunity to drive even greater revenue by implementing a robust SMS strategy.

Because of its significantly high open rate, SMS marketing is one of the most effective marketing strategies used by businesses today. People spend more time looking at their phones than their laptops or print media. In fact, users engage with their phones on average 2,617 times every day.

While SMS can provide greater conversion rates, it is crucial to test and compare it against your other marketing channels. For example, SMS can be more expensive than email marketing due to cost per send, so it’s imperative to test both channels and find a healthy mix of the two. 

Taking your current marketing strategy to the next level may be easier than you think. 

Utilising SMS marketing has shown to be an extremely effective strategy highlighted by its 98% open rate and countless benefits. It not only offers the opportunity to instantaneously communicate with your prospective students, it also integrates with other vital marketing channels, helping you learn more about your customers.

Here are some of its core benefits:

When it comes to SMS, there is hardly any wait time. When you hit the send button, you can be assured that your message will reach your subscribers immediately. 

SMS involves little preparation – there is no need to gather materials or wait for printing. All you have to do is compose your message and distribute it to your consumers. And, because texts are considerably more likely to be opened than emails, your prospective learners will receive your critical information as soon as possible. 

With a read rate of 97 percent within 15 minutes of delivery, SMS is one of the most immediate channels accessible. You can rest assured that your time-sensitive communications will be viewed nearly immediately.

Because more people are looking at their phones, the expected open rate for SMS is significantly higher than that of email, contributing to larger volumes of clicks.

On average, only 2% of links in emails are clicked.

SMS campaigns, on the other hand, have a 19% average click rate, making it one of the most effective techniques to generate leads online.

Although SMS is its own channel, it does not mean it should not co-exist with your other forms of marketing. SMS is best utilised when working in harmony with the other channels of marketing, such as email, social media, and other forms of digital marketing and content. 

For example, a prospective learner may be interested in a course but is not ready to enrol. Instead, this user might be prompted to subscribe to the email and SMS list, marking the beginning of their journey and engagement with your brand. From here, they might engage with your SMS content and be funnelled back to your website, increasing enrolment or enquiry conversions.

Customer retention ensures your existing customers are valued over the course of their journey. One of the greatest benefits of utilising SMS is its ability to retain your existing customers.

SMS allows you to communicate with a user post-conversion – whether that’s post-enquiry or post-enrolment. With an automated SMS journey, you can schedule particular touchpoints, including feedback surveys, birthdays or holiday offers, and other important events.

These touchpoints create a two-way, ongoing relationship with your users, ensuring they feel connected with your brand throughout their journey.

In order to seamlessly implement an SMS strategy, it is crucial to incorporate your email marketing strategy. Although they are both separate channels, email and SMS should be used in a way that compliments each other.

Since SMS marketing has the potential to provide a substantial return on investment, it’s a great way to send out targeted offers, personalised updates, and other time-sensitive information. 

SMS marketing can also help you fill gaps in your emails.

Understanding the ideal use cases for email and SMS marketing can help you get the most out of both. Because their capabilities complement each other, effectively combining the two communication platforms can result in more successful campaigns and more engaged customers.

Although there are benefits to implementing an SMS strategy, there are drawbacks to consider. 

Important factors to be considered by education providers are costs, the amount of content per text, the organisation of an SMS list, frequency and schedule of SMS and email sends, personalisation, and resources required to manage a new channel.

As your brand looks to target its prospective learners, it is critical that a multi-channel marketing strategy is being used with SMS as an essential component. 

Not only will positive results follow from implementing an SMS strategy, but furthermore your understanding of your current and prospective students will grow rapidly. With continuous testing and optimisation, SMS will change the way in which you communicate with your students for the better.