6| Minute Read
SMS Marketing Australia. What are the benefits? What are the laws?
It’s estimated that 5 billion people around the world have access to sending and receiving SMS communications. On top of that, the average person checks their phone 47 times every single day and Australians are no exceptions.
If SMS Marketing to Australians isn’t part of your overall strategy, you should be asking yourself why.
When we’re talking about vying for attention in the busy digital marketing world, there is no more attention spent than the attention spent on a mobile device. In almost every pocket of every person in Australia is a communication device so powerful, your business would be downright ignorant not to cater to it.
But is SMS marketing really as good as they say? And what are the laws in SMS marketing Australia?
What is SMS Marketing?
SMS marketing (short message service marketing) is a digital technique that uses text messaging to spread promotional material and messages. It is a marketing channel, similar to email marketing, that gives organisations the ability to message customers to their mobile device with marketing messages.
By capitalising on a powerful SMS marketing strategy you can reach more people, in more places, at pretty much any time of day. No matter whether your target audience is commuting to or from work, spending time with friends and family, or taking a short coffee break at the office, they are undoubtedly checking their phone.
If SMS marketing isn’t a foundational part of your marketing strategy mix, it’s time to change that.
What are the benefits of SMS Marketing Australia?
What are the laws of SMS Marketing Australia?
- The Spam Act 2003 requires all marketing and commercial electronic messages (including email) must contain clear identification of the sender of the comms.
- SMS marketing Australia must contain a sender ID or you are required to start your text message with your business name.
- The cost of breaching the Spam Act 2003 for SMS marketing Australia can be quite expensive – so play it safe and follow the rules.
- The Spam Act 2003 for all electronic messages including SMS follows these 3 rules:
Consent from recipients
Have an option to unsubscribe
Identify yourself as the sender
If you still not convinced by SMS Marketing...
Here are 5 compelling arguments as to why SMS marketing is the future (and realistically, the present as well):
1. SMS has an engagement rate that outdoes most other channels
Whilst email and social media are integral channels for marketing, they are left in the dust when it comes to engagement stats such as open and response rates.
SMS messages can boast a jaw-dropping 98% open rate, and 90% of marketing SMS campaigns receive a direct response. That’s an engagement rate that traditional marketers of the past would absolutely kill for.
2. People trust SMS messages more than other communications
SMS is seen as a trustworthy mode of communication, possibly because only 10% of SMS campaigns are considered SPAM (Source: DSIM); a low rate in comparison to email (where nearly 50% of campaigns raise a red flag).
The trusted nature of the channel might explain why 9 out of 10 of people surveyed said they prefer receiving branded messaging via SMS over other marketing channels.
3. The potential reach of SMS as a channel is pretty much… everyone
There are 7 billion subscriptions for SMS communications on this planet (Source: Mobile Marketing Watch); that’s one subscription for every human being. With a potential reach of – well, everybody – you’d be a fool not to capitalise on SMS as part of your overarching marketing strategy.
4. Consumers make purchasing decisions on their phone
“Nearly half (48%) of people say they begin shopping by using their smartphone to do a search with a search engine… An astonishing 78% of mobile searches for local business information results in a purchase.” – Aviaro
It’s estimated that, worldwide, people spend over a trillion dollars every day on purchases influenced by mobile shopping. By driving traffic to your business’ site using SMS, you could leverage an increasingly important channel for on-the-go decision making. People are more likely to purchase from your business when making their decision on their phones.
Mobile users have increased intention to purchase when searching for products on their phone versus other devices. 92% who search for a product on mobile will make a purchase. How’s that for good odds?
5. Don’t get left behind - everyone’s texting
Whether you’re a consumer, or a brand representative, 80% of all people are using SMS for business (Source: Rebrandly). This might explain other trends, such as 71% of marketers saying that SMS is the core of their strategy (Source: Aviaro).
With consumers preferring SMS communications, and using their mobile device to research brands and make purchases, it’s important that your company meets them where they’re at.
Your potential customers want to experience your brand on their mobile device. Not only should SMS be a major part of your marketing mix, but it’s also important to make the online experience of your brand completely optimised for mobile.
SMS Marketing isn’t just the future, it’s the present day. Without SMS as a core part of your marketing strategy, your brand runs the risk of lagging behind, and failing to reap the benefits of the wider reach, and better engagement rates of catering to mobile devices.
Start collecting SMS subscriptions today, and see how your ideal ROI is only a couple text messages away. Is your business currently using sms and email as part of your wider strategy? Do you need help with creation, automation, or increasing engagement?
To find out how your business can get the best out of Swift Digital’s platform, contact our team today on 02 9929 7001.