Top Ten FAQs (And Answers) for SMS

By Alyssa Meritt, and Jonathan Rueda from Urban Airship

SMS can be a tricky marketing channel to navigate, but the possible rewards make it a channel marketers just can’t afford to ignore. As one of the few mobile messaging channels that doesn’t require an app, SMS has the advantage of great reach opportunities. Not only that, SMS has open and read rates that are enticingly high.

With compliance and engagement measures on their minds, marketers have questions on how to get the most ROI from SMS. Here are some frequently asked questions (and answers!) on SMS to help make the most strategic decisions in utilizing this channel for your marketing stack.

1) What are average open and read rates for SMS?

2) What is the difference between text messages and push notifications?

To learn more about SMS and how many people it is capable of reaching, check out our “Getting More ROI from SMS” Webinar Recap.

3) Do compliance requirements make SMS difficult to manage?

4) How long does it take to get up and running with SMS?

5) What is the difference between a long code and a short code?

Short codes are also phone numbers, but only five to six digits long. These are better suited for marketing messages and can also be customized, a vanity short code, for the brand.

6) Can I personalize SMS messages?

7) Should SMS be connected to other marketing channels?

Urban Airship’s Intelligent Orchestration can not only connect SMS to the other channels but also give marketers the option to set it as a Priority Channel (use SMS instead of other channels) or use it as a fallback channel. Coordinating SMS with email, push notifications, and mobile wallet passes can increase the reach and effectiveness of any campaign or promotion.

8) Are very many brands using SMS?

For example, Abercrombie is using SMS as part of their holiday campaigns to reach customers who don’t have their app. Express and Subway use SMS to increase in-store traffic by sharing coupons through text. These are just some of the ways brands are strategically using SMS.

9) What are the advantages of using SMS over Facebook Messenger or other message apps?

10) What is the best way to use SMS?

To learn more about SMS, watch our “Getting More ROI from SMS” webinar or read the highlights in the recap blog post.

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