SMS messaging can be a handy tool for businesses wanting to form deep connections with their customers. SMS messages are mobile friendly by design and can be customized and personalized.

Typically SMS messages have about a 98% open rate and are viewed within three minutes of receipt. And compared to paid ads and direct mail campaigns, they are extremely cost-effective.

SMS taps into behavior and psychology in ways that other marketing channels cannot. First, it links into a customer’s desire to complete unfinished tasks. So a reminder that “Your cart is waiting” or “Complete Your Order Now’ is compelling and spurs action.

Presenting a time-sensitive, urgent message in front of a customer, for example, “Your $20% off discount is good for 24 hours. Act Now!” also can move a customer to want to act. SMS messages can create a sense of urgency and spark the FOMO (fear of missing out) dynamic.

Connecting with customers through SMS outperforms email and social media. The effectiveness of SMS is higher than email because there is a lower chance of spam filters blocking delivery. It also outperforms social media reach and engagement because delivery on social platforms depends on algorithms.

So how do companies keep customers engaged with SMS messaging?

Here are a few tips.

Make the message is clear and concise.

SMS messages have a character limit (160 characters), so keep your message brief but informative. Ensure the customer understands the message quickly. If you’re asking a customer to take an action or complete a task, make that request clear. For example, “Click here to redeem your 10% discount” or “Reply YES if you want a copy of the report.”

Offer Value and Nurture Engagement

Use SMS as a way to send exclusive offers or promotions. Customers love rewards for being a repeat customer. It makes them feel recognized and appreciated.

Provide Useful Information

SMS can be used to keep customers informed about service and support after they’ve made a purchase. Send notifications about order confirmation, delivery dates, or reminders about service appointments.

Be Timely

Send messages when they’re useful for your customer. Avoid the middle of the night, dinner time, or early in the morning. Use urgent messages wisely. Messaging too frequently can prompt a customer to unsubscribe.

Optimize for Mobile

If you include links in your SMS, make sure they work properly and direct customers to a mobile-friendly landing page.