What is bulk SMS marketing? [Explained]

Bulk SMS marketing

In an age where there are more mobile phones than people, it’s not surprising to learn that mobile messaging is one of the most ubiquitous communication channels. It would be amiss to say that bulk SMS marketing is having a moment as it’s been a crucial part of many businesses' strategies for well over a decade.

However, bulk text message marketing continues to gain popularity as one of the most direct and effective communications channels available today. But, what exactly is bulk SMS marketing? And how are successful companies using it to improve their communication practices and ROI in 2021?

Bulk SMS marketing is a form of mass communication that allows businesses to engage with their contact database via an online SMS platform. To implement bulk SMS marketing, users must pre-craft text messages containing marketing material (often a special promotion or timely offer) to send to a database of numbers.

Related article: How to send bulk SMS messages from your PC

While companies regularly use mass SMS as part of their marketing strategy, it’s common to utilise the service to communicate with employees, shareholders, and customers in various ways. The powerful simplicity and efficiency of bulk text messages benefit businesses and customers alike; whether SMS is used for alerts and reminders, confirmations, one-time passwords, two-factor authentication and much more.


What makes bulk SMS the perfect marketing tool?

Reaching customers through bulk SMS provides endless benefits for businesses. From a financial perspective, bulk text messaging is one of the most cost-effective ways to communicate with hundreds, thousands and even millions of customers, no matter where they are in the world.

SMS marketing can cut companies’ marketing expenditure in half when considering the high cost of creating and distributing other digital and print marketing collateral.

With over five billion mobile users worldwide able to receive SMS, text messages are the most direct way to reach as many customers as possible. By sending SMS online using SMS software such as the MXT platform, businesses can reach a broad audience directly in the palm of their hands, anywhere in the world.

New research claims that US consumers spend more than five hours a day on their mobile. So, savvy marketers know that the best place to reach customers is on that same device. However, the saturation of digital channels such as Google AdWords and social media is only increasing. And the costs to advertise on these channels are often out of reach for most small and medium-sized businesses.

Ad-blocking is also becoming more common, with an estimated 300 million mobile users implementing the removal technology. Therefore, the solution for marketers is to target a channel entirely untouched by market saturation and blocking technologies. SMS remains the most trusted inbox by mobile users worldwide, with a staggering 98% of text messages being read and 90% of those within the first three minutes of delivery.

SMS hits recipients directly on their personal devices, rather than getting lost in a crowded email inbox, ensuring offers are seen and utilised. It’s no wonder marketers are opting to communicate their promotional messages via the only platform that’s guaranteed to be noticed.

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What are some common uses for bulk SMS marketing?

Time-sensitive promotions

Businesses are taking advantage of the dynamic nature of SMS to send out timely offers and promotions to customers. Those in the retail and hospitality industries are, in particular, making the most of SMS to entice customers with flash sales and limited-time offers to boost sales during a specific period.

Personalised offers

Nothing makes a customer feel more valued as an individual than receiving special and exclusive offers. For a personalised touch, businesses can use SMS platform features such as Merge Send to distribute tailored promotions. Merge Send allows companies to include first names, store locations, and other personal details in a bulk SMS blast. Customised messages show customers that the business cares about them, improving the overall brand reputation and customer experience.

Send MMS

While sending marketing text messages is a sure-fire way to deliver promotional content quickly, MMS is becoming increasingly popular for businesses seeking a creative edge. MMS enables multi-media content such as images, videos, GIFS, and audio clips to be sent straight to a mobile device.

With eye-catching graphics and interactivity, MMS can improve the engagement of your offers and promotions. For more information on how to implement this medium, check out these clever uses for MMS.

Related article: 5 High Performing SMS Marketing Strategies


What companies use bulk SMS marketing?

The flexibility of SMS marketing means that all kinds of business models and industries can take advantage of it. With options to send via an online SMS platform, through Email-to-SMS or using integrations and APIs, businesses can tailor sending to their individual marketing needs.

From the banking and finance sector to retail and hospitality, education through to sports clubs and insurance, organisations across the board know that bulk SMS is a powerful tool for their marketing strategy.

Bulk SMS continues to grow as a key tool in many business marketing strategies. For more information about how you can enhance your business communications with SMS, chat to an SMS specialist today. Or, if you’re ready to start sending, sign up for your free SMSGlobal account.