Discipline
Messaging marketing
Marketing by text message and messaging apps, sent only with the recipient's consent.
SMS and messaging marketing reaches people by text message and in chat apps, where they read messages from friends, and only with their consent. Its strength is speed and conversation: a question before a purchase, a reminder before an appointment, an update after an order. It works best when customers start the conversation and every message is timely and useful.
Start with the 101Messaging marketing 101: the whole pictureHistory, how it works, where it is used, what it costs, the rules, its limits and when to choose it, with every claim sourced.Read the 101Need a hand with this discipline? Ask members who practise it.
What matters when choosing
- Opt-ins collected for this channel and this purpose, kept with your other customer data.
- A small set of well-written, approved templates, each filed in the right category.
- People or well-designed bots to answer, with a clear handover between them.
- Support for the apps your customers use in each region, since each region favours a different one.
- Reports on conversations, conversions and cost per acquisition, not only on messages sent.
Questions to ask vendors and agencies
- How is consent recorded for each channel, and how do people withdraw it?
- How do you handle each app's rules on reply windows and templates?
- How are prices set per message and per country, and how often can they change?
Common mistakes
- Assuming that an opt-in for one channel covers another.
- Sending so many messages that people block the business.
- Applying one market's consent and registration rules everywhere.
What it is good at
- Attention in the place where people read their personal messages.
- Two-way conversations that answer questions, take orders and book appointments.
- Reminders and updates that arrive at once.
What to watch for
- It can feel intrusive, and a blocked sender loses the channel.
- Rules on reply windows and templates limit when and what you can send.
- Prices and policies that the apps can change, and that differ by country.
How it is bought and priced
Business messaging on chat apps is usually priced per message, set by the app and varying with the type of message and the recipient's country; text messages are priced per message by the provider. Add the ads that start conversations, the platform or bot tools, and the team that answers.
Typical disciplines Messaging marketing Email marketing CRM and loyalty Social media
Platforms that fit (8)
Sharpen with your details →Ranked by the same engine as Find your stack, on this alone. Add your market and disciplines to sharpen it.
- BloomreachCovers Messaging marketingStrong match100
- BrazeCovers Messaging marketingStrong match100
- CleverTapCovers Messaging marketingStrong match100
- Insider OneCovers Messaging marketingStrong match100
- Salesforce Marketing CloudCovers Messaging marketingStrong match100
- MailchimpCovers Messaging marketingStrong match100