With the rise of multiple communication channels and screens, customer relationships have become less direct. Consumers want mobile content and services, instantly, and across all devices. However, creating different types of SMS for various existing applications is complex and problematic. It is not so much about putting the same content on different virtual platforms, but rather about designing a comprehensive and consistent approach to SMS marketing, combining payment methods, intelligent list and database management, and customer service, all in one place. This optimal communication tool has been emerging in the marketing solutions market for a few years now: it is known as Rich SMS or SMS 2.0.

What is Rich SMS?

Rich SMS, or SMS 2.0, is a supplement to traditional SMS marketing that allows you to not only include a clickable hyperlink in your text messages but also to track the click-through rate. It improves the customer experience while providing companies with a way to better understand, anticipate, and guide user purchasing behavior.

Readable by all mobile phones and usable on all smartphones, Rich SMS is widely used in SMS marketing campaigns and significantly improves their ROI.

Several types of links can be integrated into an SMS 2.0: a shortened URL that leaves more space for the actual marketing message, or the full URL directly embedded in the body of the message. Its function is to enrich SMS content—which is subject to strict space constraints (160 characters maximum, including spaces)—with easily accessible and targeted web content.

In addition to increasing the interactivity of SMS campaigns, SMS 2.0 provides access to additional statistical data beyond delivery receipts, bounce rates, and opt-outs: the number of clicks generated.

The benefits of Rich SMS

Using Rich SMS in your SMS marketing campaigns offers several advantages:

• Identify which phone numbers (and therefore which users) clicked on the link, as well as the responsiveness rate.
• Create unique discount vouchers based on your database segmentation.
• Track the conversion rate of your SMS marketing campaigns.
• Ability to link your SMS campaigns with Google Analytics to better track your customers' journeys.
• Offer different displays depending on who clicks.
• Create personalized landing pages (text, images, links) to generate unique coupons, invitations, and other promotional items.
• Re-engage inactive users by sending a follow-up SMS to those who did not click, with a modified message body.

Rich SMS is more than just a communication tool for your customers; it is a powerful data management tool. It allows you to access a wealth of information while also collecting new data, offering your company the opportunity to qualify your database or acquire new customers.

Is SMS 2.0 right for you?

Still hesitant to use Rich SMS instead of traditional SMS for your marketing campaigns? These points will certainly convince you of the benefits of SMS 2.0 for your business!

Today’s consumer is a viewer who is active and engaged daily across multiple communication channels. Your company needs to develop complex relationships with its customers to succeed.

To meet these needs, rich SMS—more sophisticated than standard text messaging—provides users with a more engaging customer experience, tailored to their desires and needs, while also being easy and fun to use.

SMS 2.0 addresses a real business need to deliver a clever blend of applications, promotional offers, and targeted marketing, aimed at building a mutually beneficial relationship.

With 1.3 billion smartphones in 2014, representing 27.7 million connected French users, and a click-through rate 2.5 times higher than email, rich SMS reaches all segments of the population, including a 9% increase among those over 65.

According to surveys, only 12% of users have received an SMS from a brand they purchased a product from in the last 3 months, even though 68% of them would like to receive SMS promotions from their favorite brands. Furthermore, 53% of people who search on a smartphone go on to make a purchase via their phone.

Do you want to take your company to the top of its marketing game, significantly increase your sales, and notably improve your brand image and customer relationships? Switch to rich SMS without delay and ride the wave of the 109% increase in sales directly linked to SMS (compared to just 9% for email-related sales) reported by studies!