SMS marketing is a great way to support communication with customers. It is important to consider different options when incorporating this channel into your communication strategy. One of them is that you need to decide whether you want to use one-way or two-way SMS in your communication. Both ways have their advantages and disadvantages, and we’ll look at those in our article.
The main differences between one-way and two-way SMS messages
With one-way SMS, you will send a message to recipients, but you won’t be able to get replies from them. Some one-way SMS give customers the option to opt-out of receiving marketing SMS, either by clicking on a link or by sending a specific reply back. This is the maximum range of one-way SMS.
Two-way SMS allows the recipient to reply to your text message. You can use these text messages in several ways. This will allow users to respond directly as they wish. This communication creates a sense of authenticity, but can be very time consuming.
With modern SMS services, you can automate the two-way texting process. For example, if you run a restaurant and want to confirm a customer’s reservation, you can send them an automated message to confirm their reservation.
Advantages and disadvantages of one-way SMS
Although simple, one-way SMS messages can be very effective when set up correctly. The biggest advantage of one-way SMS is that they are very easy to implement and you don’t need a whole customer support team to manage them. You can prepare text messages in advance and schedule them to be sent automatically. If you’re a start-up company with limited capacity and time, this approach is absolutely ideal.
Another advantage of one-way SMS is that it is also affordable. If you have a limited marketing budget, this communication channel is a great place to start.
The downside with these SMS messages is that they don’t offer flexibility or the opportunity to interact with your customer database. If your recipients want to ask a question or share information with you, they will have to find another way to contact you. For most growing businesses, one-way SMS can be so limiting.
Advantages and disadvantages of two-way SMS
Two-way SMS offers a number of advantages for growing businesses. They are very effective because they evoke a sense of authentic conversation with the recipient. By allowing your customers to reply, you are showing them that you value them and want to create an easier communication environment for them.
By giving customers an easy way to communicate with you, you simplify the customer service process. With two-way texting, you can resolve any customer issue much faster. Busy customers appreciate speed when it comes to customer service, hence making two-way SMS a good impression.
To not only talk about the benefits, it is also important to mention the disadvantages that two-way communication brings. Two-way SMS communication takes time and effort to get started and can be more expensive than one-way SMS. In this case, a certain amount of time and investment is also required.
When to use one-way SMS?
There are situations when it is worthwhile and makes sense to use one-way SMS. One example is when you need to send important information to a large group of contacts that requires no feedback or interaction
Educational and government institutions, for example, often use this type of SMS messaging. If a school wants to announce a special event, text messaging is the most effective way.
When to use two-way SMS communication?
Two-way SMS marketing is very effective for any kind of e-commerce, no matter what kind of products or services are being sold. This is because it gives your customers the opportunity to ask about your product or service.
This approach makes it very easy to resolve customer service issues after a purchase has been made. Because two-way text messaging feels more personal, customers feel like you really care about them when you solve problems with them through this channel. Many customers prefer to communicate with businesses via text messaging because they are constantly on the go and don’t always have to visit a brick-and-mortar store.
Additionally, two-way texting is one of the best ways to manage appointments or bookings with customers.