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.
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