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Cell phone messaging, often referred to as SMS or texting, has been around since 1992. Originally, it began as a way for telecom employees to communicate with one another without using limited bandwidth.  Quickly the popularity grew and it became an essential communication tool for consumers who found that sending short, text-based messages to one another was convenient, helpful, and much simpler than calling in many instances. Source: Wikipedia

From those early days, texting has evolved considerably. Today, it is a major industry, with impacts on a very wide range of businesses and nonprofit organizations. The rise of mass message capabilities has allowed event organizers, retailers, service-based organizations and others to benefit from more accurate communication, the ability to reach their audience directly on a device they own and in a medium with which they are comfortable, and other benefits.

Of course, in order to better understand what mass text messaging is, it helps to understand the trends and popularity of text messaging.

Text Messaging Stats of Note

Before we delve too far into the topic of what a mass message is, we need to discuss a few things regarding text messaging in general.

  • The average consumer checks their smartphone 47 dimes per day.
  • On average, we spend 87 hours per month on our mobile devices.
  • 90% of consumers prefer to receive texts from businesses, rather than talking in person or on the phone.
  • By 2020, 48.7 million people will opt-in to receiving mass messages from businesses.
  • Text message marketing has a higher response rate than any other form of mobile advertising.
  • 83% of Millennials open a text message within 90 seconds.
  • Text messages have a 209% higher response rate than email marketing, phone calls or Facebook marketing.

The statistics above should illustrate a couple of things. One is that texting is not only acceptable to consumers (who have opted in), but it is preferred in many instances. Second, texting is only becoming more widespread and more widely accepted as time goes on. Third, eventually text messaging will be the single most effective mobile marketing method available.

Now that we have that out of the way, let’s dig a little deeper into the question of what mass message capabilities are, and how they can help your business grow and thrive.

What is Mass Text Messaging?

Mass Text Messaging is process of sending text messages to a large number of recipients using bulk messaging software.  These messaging is typically used by businesses to send reminders, alerts and marketing messages.  Most businesses connect using an SMS API, which directly connects two software programs together. 

Who Uses It?

It is more and more important for businesses, nonprofits, and other organizations to be able to reach their audience. Increasing competition, more “noise” from other advertising mediums, competing activities that absorb customer attention and many other factors complicate this, though.

Text messaging offers the ability to cut through the chatter and reach your audience directly. Remember the statistics we discussed above – most text messages are opened within just 90 seconds. That means these messages are attention-getting. Consumers are geared to notice each message as it arrives, and open the message to see what it offers.

Of course, reaching your audience by texting them one at a time is definitely not the way to go. Even a very small business could have the contact information for hundreds of customers. Imagine trying to text each of those customers individually, with a unique message tailored to them. It would be impossible. However, mass message capabilities allow you to achieve this goal quite easily.

With mass messaging, you can do a number of things, including:

Send a Similar Message to Your Audience Members

Perhaps the single most important benefit for businesses and organizations is that mass message capabilities give you the ability to send a similar message to everyone in your database. You can quickly create a single message promoting a sale, announcing an event, or promoting a fundraiser, and then send it out in just seconds. Those messages will be received, read and acted upon within just 90 seconds.

Target Specific Audience Members

Even small businesses have diverse clientele. Attempting to send them all the same text message, or to send the same text message to everyone in your contact list, would be a huge mistake. With mass message capabilities, you can tailor the message to individual audience segments. For instance, if you are a clothing retailer, you could promote your spring lines to male and female customers with different, gender-specific text messages.

Customize Messages

Today’s consumers are savvier than ever before, and they expect the companies with which they do business to go the extra mile when it comes to personalization and genuineness. It’s vital that text messages be customized to the recipient. This can be as simple as using the individual’s name within the text, or it could be personalized to interests, past purchase, and more.

Putting Mass Messaging Capabilities to Work for You

Bulk SMS allows the user to create targeted, effective messages, and then get those messages in front of the eyes of your customers or audience members. Whether you text message marketing for a business, need text messaging churches, represent a nonprofit organization, there’s immense value to be found with text messaging. The challenge is finding a way to do it in an organized, efficient manner without wasting your time, and without sacrificing reach, visibility or response.

While you can text your audience members individually from a mobile device, that’s not the right way to go about it. Rather, you should invest in a text message platform. These offer the ability to create custom text messages in a web browser, add as many unique recipients as you want, and then send your message out. You can also benefit from other capabilities with these platforms. For instance, most of them offer the ability to track your opens and response rates, and many feature powerful organization tools to help you build more successful campaigns.