SMS & Winter Sales: trends
Discover the survey results smsmode© on use of SMS during sales winter :
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Introduction
Every year, SMS marketing traffic intensifies at the beginning of January. The reason? The start of the winter sales.
However, the emergence of new promotional highlights has changed the game somewhat in recent years, raising some questions: are winter sales still as important to consumers? Do marketers approach sales as usual? Which communication media are favored to promote this promotional period?
To answer all these questions, we conducted a survey among our customers. Here's a look back, in pictures and statistics, at the marketing evolution and use of SMS for the winter sales.
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The results of this survey, conducted from November 30 to December 20, are based on 203 responses from customers of the smsmode©
smsmode survey results© on SMS for winter sales:
The first (reassuring) conclusion we can draw is that sales are still ahead of other promotional highlights. The two sales periods of the year occupy the first two steps of the podium (summer sales in 1st place, closely followed by winter sales).
Our survey also confirms another point: the power of SMS to effectively drive a drive-to-store strategy. In fact, 80% of customers who responded to the survey plan to run an SMS marketing campaign for a physical store.
There's also a real paradox, which this survey on the use of SMS for winter sales allows us to glimpse:
- 62% of our customers believe that the winter sales have lost importance to other emerging promotional highlights such as Black Friday and its online sequel, Cyber Monday.
- However, 68% of them are planning larger campaigns, or campaigns on the same scale as in previous years (52% same as last year, 16% larger).
Even if marketers perceive a drop in consumer interest in winter sales, marketing pressure - at least that exerted via SMS- is not declining for all that. Why is this? Probably, because SMS is a channel with a high ROI, which works even in this kind of situation.
As for our customers' and prospects' favorite communication media, SMS is obviously the channel that dominates all the others (92% expected use). The medium that ranks 2nd, far ahead of the others, is emailing. SMS therefore seems to be the preferred choice for communicators pursuing a digital, multi-channel marketing strategy.
But this data also opens up another avenue for reflection. The other thing that emailing and SMS have in common is opt-in. For a promotional period such as a sale, focusing on loyal customers and/or those with an appetite for our products and services seems to be a good way of boosting sales without having to deploy colossal resources.
- How to run a successful SMS campaign for the sales season?
SMS is a particularly effective marketing tool for sales. Its opening rate and high return on investment are just two of its many advantages. One of the main reasons why SMS is used by so many brands is its ability to significantly increase traffic and sales during winter sales. The conversion rate of SMS is 3 times higher than that of an e-mail, and it is opened 5 times more often. Boost your marketing campaign for the 2023 winter sales with SMS.
Try out our SMS platform and benefit from 20 free test credits, with no obligation.