SMS marketing, or the use of text messaging to promote products and services, is one of the best ways to connect with customers today. Strategic businesses find ways to drive customer behavior through the integration of SMS into their sales funnel at key moments.
But getting started with SMS is easier said than done. Between regulations, software integration with current systems, and incorporation of artificial intelligence (AI), implementing SMS marketing is complicated.
If you’re in charge of SMS marketing for your team, it’s important to consider the following three aspects of text-based sales.
Consider the competition
Whether you have a current SMS marketing campaign in place or you’re considering an upgrade, the first step is to take a look at your competition. The vast majority of sales teams now use SMS regularly:
- 86% of businesses have engaged in SMS marketing in the last year
- Of those, 83% have incorporated AI into their SMS strategy
- 67% of businesses increased their SMS budget in 2023
On the consumer side, the numbers are almost as large:
- 71% of consumers have subscribed to receive SMS marketing from a business
- 80.5% of consumers read a text message within five minutes of receiving it
- 53% of consumers desire a two-way messaging capability with companies they purchase goods and services from
As you decide how to budget your team’s time and money for SMS marketing, take into consideration this overwhelmingly positive evidence that SMS marketing is effective and on the rise.
Read up on the rules
Before you get ahead of yourself and start sending text messages to all of your leads, take note of rules and regulations. There are five main aspects of SMS marketing legislation to keep in mind:
- Express written consent
- TCPA (Telephone Consumer Protection Act)
- CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act)
- CTIA Guidelines (Cellular Telecommunications Industry Association)
- Location-specific laws (such as the General Data Protection Regulation in the European Union)
Failure to adhere to these rules can result in steep fines. For example, a TCPA violation will cost you $500 per message sent. It doesn’t take a math whiz to realize that adds up fast when you have thousands of customers.
To learn more about each of these regulations and what they mean for you, check out our related blog, “5 SMS Rules and Regulations for Businesses.”
Set your sales team up for success
Finally, you need to return to a manager’s most crucial skills: interpersonal communication and advocacy for your team.
The first part of setting your team up for success is making sure your desired upgrades will integrate seamlessly with your current technology. Be sure to ask about compatibility with your API or CRM when shopping around for an SMS marketing solution.
Next, do some research into the pros and cons of AI as it relates to SMS marketing. While AI can certainly increase efficiency, not all iterations are created equal. Inquire into the level of human guidance available with an AI-based SMS solution. Ask for statistics on how various programs improve not only profits, but also employee retention and satisfaction.
Finally, once you’ve picked an SMS marketing solution, it’s time to inform your team. Any change to a sales strategy, whether it’s the introduction of new technology or simply an upgrade to your existing approach, takes careful explanation if you want to get your sales team on board.
The first key is to present them with the data that helped you make your decision. Then, assure them that their jobs are not in jeopardy. In fact, if you did your research, SMS marketing should make their jobs more efficient and profitable. The best SMS programs can increase the percentage of sales-ready conversations your team has with prospects.
Pipes.ai is the SMS marketing solution for you
If you want to be a hero for your sales team, Pipes.ai could be the right SMS marketing solution for you. Since 2018, Pipes.ai has been a leader in the world of AI-driven lead optimization. With all the perks of efficient AI and the wisdom of human guidance, Pipes.ai’s custom large language model delivers an effective and seamless SMS experience to your customers.
In addition, Pipes.ai is compatible with most CRM’s and API’s, and adheres to all SMS rules and regulations. If you want to see for yourself the difference Pipes.ai could make for your team, try our AI for free today.
