With the rise of smartphones and increased access to communication tools such as WhatsApp, it may seem as though text messaging is a thing of the past. But SMS remains relevant for many marketers around the globe. SMS allows for the personalisation of messaging, which is high on the list of consumer demands in the marketing landscape. According to researchers, the average open rate of text messages is 99%, with 99% of these messages being read within 15 minutes of delivery.

To make the most of an SMS campaign, marketers should be clear about their unique value proposition: what makes their offering most attractive to consumers and why they should buy into your brand as opposed to a competitor.  The brand name should appear in the message, together with a call to action. Brand names equate to customer affinity and trust, while examples of transparent calls to action include messaging such as “Reply YES, to receive a call”, which increases the chance that the message will be ope...

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