SMS marketing is the use of text messaging to increase the number of leads converted into sales. SMS marketing is ultimately known for its extremely high open rates, allowing a message to be seen by a large target audience.
Due to opt-in laws that apply to texting, SMS marketing should be used in industries where companies are frequently presented with opportunities to acquire a lead or customer’s phone number alongside permission to send them promotional messages. Most frequently, SMS marketing is used to reactivate existing customers.
The success of an SMS campaign should ultimately be measured by the number of conversions it generates, largely ignoring metrics like unsubscribe rates.
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