The impact on SMS marketing
The SMS marketing industry was significantly less regulated before GDPR was implemented. Lots of companies took advantage of SMS, and email, to send unsolicited messages. However, the industry has now changed significantly for the better. Customers that opt-in are welcoming promotional offers, store updates, delivery confirmations, competitions, and more. All via SMS marketing.
Brands are also building customer trust by sending preference updates either annually or half-yearly. This has led to higher engagement and conversion rates as campaigns are only sent to those with a genuine interest. These preference updates also ensure that customers feel more valued and can have a positive impact on the overall image of brands.
Another positive change is that campaign costs have decreased as customers with little interest can opt-out much easier. This also means a higher ROI and more accurate reporting in the long run. After all, how can you measure the success of a campaign if you sent it to a large group of people that have zero interest?
As a result, many companies are quickly incorporating SMS into their marketing strategies. The ability to type out a 160-character message and send a direct message to both individuals or groups of customers provides lots of opportunities. With business SMS traffic increasing by 10% in 2020, it's looking likely that this upward trend will continue in the future.
If you have any queries regarding the impact of GDPR on SMS marketing then please get in touch with us and we'll be happy to answer any further questions.