Best Practice Report

Q&A: The Marketer’s Guide To SMS

So You Want To Set Up An SMS Marketing Program. Here’s What B2C Marketers Should Know

March 3rd, 2021
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Cole Walsh , Julie Ask , Christine Turley

Summary

SMS offers opportunities for B2C marketers to communicate directly with customers in a highly engaging format. The majority of US online adults use SMS or MMS daily, and open rates for SMS are as high as 90%. However, it’s also a unique message format that requires additional consideration regarding use cases, cost, and infrastructure. B2C marketers looking to launch SMS marketing programs need to first define the business goals they’re looking to achieve through SMS. They should also factor in the opt-in requirements of this regulated medium and its higher per-message costs. This report addresses five common questions from B2C marketers interested in setting up SMS marketing programs.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.