A Future for SMS Marketing

Nov 16, 2024 · 4min

In today’s ever-evolving marketing landscape, SMS stands as one of the most reliable, immediate, and effective channels for reaching customers. SMS messages boast an open rate of 98%, with 90% of messages read within three minutes of delivery. As consumer attention becomes increasingly challenging to capture, the raw potential of SMS marketing is only just being tapped.

But imagine what SMS could look like in the future—a future where it’s not just a plain text message but a multimedia, interactive experience as compelling as any email or website.

This vision of SMS marketing isn’t just a fanciful dream. It’s a next-level opportunity within reach, where SMS messages break free from today’s basic format and evolve into fully branded, engaging experiences.

In today’s ever-evolving marketing landscape, SMS is one of the most reliable, immediate, and effective channels for reaching customers. SMS messages boast an open rate of 98%, with 90% of messages read within three minutes of delivery. As consumer attention becomes increasingly challenging to capture, the raw potential of SMS marketing is only just being tapped.

But imagine what SMS could look like in the future—a future where it’s not just a plain text message but a multimedia, interactive experience as compelling as any email or website.

This vision of SMS marketing isn’t just a fanciful dream. It’s a next-level opportunity within reach, where SMS messages break free from today’s basic format and evolve into fully branded, engaging experiences.

Moving Beyond Basic Messaging to Branded Interactivity

The main shift we foresee is an evolution of SMS from simple text-based communication to an immersive experience, similar to how emails have evolved over the past decade. Today, companies are limited to brief texts with links or a static images.

Take, for example, Patagonia.

Take, for example, Patagonia.

A typical SMS campaign might include a brief message and a link to a new collection. As seen here, the iOS presents the business objective of selling a Better Sweater. However, it is shown in line with the messaging features of Apple’s design system. Outside of a single image with the potential to communicate brand identity, Patagonia is left to fit into the constraints of Apple’s look and feel.

But...

What if that message contained more? What if it included an image that could expand, a video showing the product in action, or a clickable CTA button leading to an in-app purchase experience?

With richer, interactive design elements, Patagonia could craft SMS messages that are not just informative but immersive, blending seamlessly into a mobile-first lifestyle.

What if that message contained more? What if it included an image that could expand, a video showing the product in action, or a clickable CTA button leading to an in-app purchase experience?

With richer, interactive design elements, Patagonia could craft SMS messages that are not just informative but immersive, blending seamlessly into a mobile-first lifestyle.

Leveraging OS Advancements for Interactive SMS

The primary barrier to this transformation isn’t creativity but technology. For SMS to evolve, operating systems and messaging platforms must support a more flexible format.

In many ways, this future mirrors the development of email over the last decade. An email went from plain text to rich, HTML-based designs with advanced functionalities such as embedded video, clickable images, and dynamic CTAs. The operating systems adapted, allowing email marketers to create branded, highly engaging content that stayed true to the company’s design principles and aesthetic.

The same can be imagined for SMS. An advanced SMS platform would let brands send messages that feel less like impersonal notifications and more like curated experiences.

Unlocking the Conversion Potential

Once SMS moves into this new interactive sphere, the next logical step is to optimize direct marketing specifically for this enriched environment. Direct marketing has long relied on emotional appeal and convenience—meeting customers where they already are, and SMS does precisely that.

Picture this: You’re a customer receiving a message from your favorite outdoor brand. Instead of the usual "new collection is here" link, you’re treated to a vibrant, multi-image carousel showcasing a new product lineup. You can click directly on the image to shop or swipe to see more options, all within the same message. This design would not only deliver a memorable experience but also drive higher engagement and conversion.

Once SMS moves into this new interactive sphere, the next logical step is to optimize direct marketing specifically for this enriched environment. Direct marketing has long relied on emotional appeal and convenience—meeting customers where they already are, and SMS does precisely that.

Picture this: You’re a customer receiving a message from your favorite outdoor brand. Instead of the usual "new collection is here" link, you’re sent a vibrant, multi-image carousel showcasing a new product lineup. You can click directly on the image to shop or swipe to see more options, all within the same message. This design would not only deliver a memorable experience but also drive higher engagement and conversion.

The future of SMS marketing is bright, and now’s the time to prepare! Start by aligning your SMS messaging with your brand identity—consider colors, fonts, and visuals that create consistency across platforms. Collaborate with design and development teams to ensure your campaigns are ready for richer formats as they emerge. With a proactive approach, you’ll unlock the full potential of SMS, creating messages that don’t just reach your audience but resonate deeply.