SMS as a communications channel for VSEs and SMEs

Communication is the sinews of war when it comes to building strong customer relationships, developing your image and expanding your customer portfolio. For a multinational, it’s a simple task: a dedicated department and you’re in business. But what about a small or medium-sized business? Finances and human resources are not the same. Time is a precious commodity, and it’s not always easy to allocate it to managing your commercial communications.

Nevertheless, in recent years, and particularly in the wake of the COVID-19 crisis, many small businesses have become aware of the power of digital communication and the benefits of being visible online. Traditional methods such as telephone calls, letters or face-to-face meetings are being complemented, or even swept aside, by email, websites and social networks. Depending on the target audience, these are effective tools that can be widely used, and offer undeniable advantages in a modern communications strategy.

Among these channels is a major ally for small businesses: SMS.

Why should VSEs and SMEs opt for SMS?

For VSEs and SMEs, although the use of communication channels such as e-mail or social networks has become widespread, the objective remains the same: effective, rapid communication with maximum impact. We’ve just listed the main qualities of SMS!

In fact, it’s a communication channel that stands out from the rest for several reasons.

SMS offers clear, direct communication

Given how cluttered mailboxes are, sending them does not always guarantee that they will be read. According to figures reported by Les Makers for 2024, the average open rate varies between 15% and 20%, depending on whether the message is BtoB or BtoC. It’s not always easy to get these messages across. The same difficulty applies to social networks. On these platforms, a veritable war is waged to capture the attention of users amid an endless flow of information.

SMS, on the other hand, offers direct communication with the customer, with an open rate approaching 98%! This is largely due to the fact that having a cell phone has become the norm. In 2021, according toINSEE95% of the French population owned a cell phone, and 77% a smartphone (a percentage that will rise to 79% in 2022). In other words, almost everyone carries a phone around with them. What’s more, SMS (Short Message Service) is by nature concise and brief, which favors the creation of clear, punchy messages that get straight to the point!

SMS helps build strong customer relationships

Another advantage of text messaging is its ability to create targeted, personalized communication. Consumers are increasingly demanding personalized experiences, and by segmenting your audience, you’ll be able to deliver just that.

By delivering relevant information to the right people (birthdays, promotional offers based on purchasing habits, etc.), SMS helps build a relationship of trust with customers, essential for loyalty. Customers feel valued and informed, which encourages brand loyalty. What’s more, by using SMS for special offers or exclusive benefits, small businesses can not only retain existing customers, but also attract new ones, broadening their customer base and stimulating business growth.

And with the arrival of innovative solutions such as Rich SMSto add links to landing pages, the RCS which enables you to increase interactivity with your customers and personalize your messages even further by adding images, videos and much more, customer relations have become child’s play!

SMS offers an attractive return on investment

Communication is a costly business for small companies. In this context, SMS represents an economical yet powerful communication channel. In fact, the cost ofsending mass SMS messages is much lower than other means of communication, such as e-mail marketing or advertising on social networks.

SMS requires a lower initial investment while offering a high rate of engagement. Thanks to the simplicity of setting up an SMS campaign and the low complexity of message management, VSEs and SMEs can minimize their operational costs while still reaching their target audience.

Examples of SMS messages for the different needs of VSEs and SMEs

Whether you sell exclusively via an e-commerce site or via a physical store, or both. Whether you provide services or sell products. Whatever the case, SMS can be a communication channel perfectly suited to your needs.

To give you an idea of the flexibility of SMS, here are a few examples of messages in different situations.

Product or service promotion

” Hi Marie, don’t miss our exclusive offer this weekend! 20% off all our products in store on presentation of this SMS. STOP SMS 36180 “

Appointment confirmation

” Hello Francis, we remind you of your appointment at ENTREPRISE on 30/03/24 at 9:30 am. Answer YES to confirm or NO to cancel. “

Delivery notification

” Hello, your order n°789456 has been shipped and will arrive on 12/03/24. Track your parcel here: www.liensuivi.com STOP SMS 36180 “

Customer satisfaction survey

” Thank you for choosing ENTREPRISE, Henry! Could you give us 1 min to evaluate your experience? Our survey: www.sondage.com STOP SMS 36180 “

Event announcement

” ENTREPRISE invites you to its FETE event on 12/05/24 in VILLE. Find out more and reserve your place: www.reserver.com STOP SMS 36180 “

As you can see, SMS is an essential communication channel for VSEs and SMEs looking to optimize their interactions with their customers. Its direct proximity to the customer and its ability to deliver clear, concise messages make it a strategy of choice in the marketing arsenal of small businesses. From product promotion to appointment confirmation and customer loyalty, SMS offers remarkable versatility and effectiveness.

To find out more our guide to getting started with mobile messaging and create effective SMS campaigns.

If you have any questions, please don’t hesitate to contact us!