Do You Know the SMS Marketing Statistics?

SMS is a communication channel that has been in use since the 1990s. Initially used for interpersonal exchanges, it was quickly adopted by businesses looking to communicate effectively. Since then, the use of SMS marketing has become increasingly important. The strong returns generated by SMS campaigns have won over even the most reluctant professionals.

The Strengths of SMS Marketing

100% of the mobile market: SMS is compatible with all mobile phones, from the most advanced to the most basic.

14.2 billion SMS messages : sent by brands over the past year, representing an increase of +6.4% compared to 2023.

SMS therefore remains a highly effective channel, as it allows you to reach the entire mobile market. At the same time, it is a channel that still faces relatively little commercial pressure, with just 1.3 SMS per week. An interesting opportunity for those looking to communicate effectively.

Some SMS Statistics

€71 return on investment for every euro invested in an SMS marketing campaign

3 minutes: the average reading time after receiving an SMS

72% of French people: are interested in informational SMS messages (delivery updates)

92% : read rate

60%: retention rate

20% have already clicked on a promotional link via SMS

38% have already purchased a product or service promoted via SMS

47% have already visited a store they don’t usually go to after receiving an SMS.

66% have already visited a store they usually go to after receiving an SMS

52% of consumers have already visited a website after receiving an SMS

0.014g of CO2 emissions for sending a responsible SMS.

The MMA’s 9 Key Rules for a Successful SMS Marketing Campaign

– Think about the added value the message brings to its recipient. Indeed, SMS should be a way to improve your service rather than purely an advertising channel.

– Only contact recipients who have given their permission

– Keep your promises! Only send what you offered your customers to receive.

– Write clear messages, avoid SMS language and abbreviations!

– Always include a Stop SMS / opt-out option (read also: SMS Stop, what does the law say?)

– Rent phone number databases for greater impact during key brand moments (read also: Why rent a phone number database?)

– Comply with legal sending hours, and target the right moment to maximise responses (read also: Do you know the legislation on sending SMS messages? or What is the best time to send your campaign?)

– Grow your phone number database by using all available means

– Analyse the results of your SMS campaigns to optimise future ones

Sources: the book “Le Mobile Marketing Yearbook” by the Mobile Marketing Association France, which publishes an annual overview of the mobile marketing market and its trends.