A Guide To Bulk SMS: Benefits, Types, and How To Successfully Send One

Bulk SMS, or mass texting, has emerged as a powerful communication tool that enables businesses and organizations to send large volumes of text messages to multiple recipients simultaneously. This technology has revolutionized how companies interact with customers, offering a direct and personal touch at an unprecedented scale. With the capability to dispatch thousands of messages simultaneously, bulk SMS allows for efficient and effective dissemination of information, promotions, and alerts, making it an indispensable asset for marketing, customer service, and operational communications.

The benefits of bulk SMS include cost-effectiveness, high open rates, and immediate delivery. Unlike traditional marketing mediums that can be costly and less interactive, sending bulk SMS is remarkably affordable, providing businesses with a higher return on investment. SMS messages boast an impressive open rate of approximately 98%, ensuring that messages are delivered and read by the intended audience almost instantly. Identifying the correct type of bulk SMS service—promotional, transactional, or OTP (one-time passwords)—and learning how to craft compelling messages are crucial steps toward harnessing the full potential of bulk SMS for any organization. This article will guide us through these steps and provide tips on utilizing bulk SMS for various business needs.

What is Bulk SMS?

Bulk SMS broadly describes SMS communications dispatched to a large audience. Typically, such campaigns are executed through web-based SMS platforms rather than via an SMS API or an email-to-SMS service. Users initiate these campaigns by logging into their accounts, uploading contact numbers, crafting messages, and scheduling the dispatch time and date.

SMS credits in bulk from providers allow sending these campaigns, often with discounts on larger purchases. “Bulk SMS” is primarily associated with marketing messages rather than alerts or notifications. For instance, appointment reminders sent to multiple people would be classified as something other than a bulk SMS campaign. In contrast, a promotional text from a local pizza restaurant to its customers would be considered bulk SMS.

Read more about what is SMS and how you can leverage this platform for your business. 

How Bulk SMS Works:

Bulk SMS represents a powerful communication tool that enables businesses to dispatch text messages en masse, each up to 160 characters, swiftly and economically to a broad audience. This communication strategy is primarily employed for promotional campaigns, transactional messages, and alerting customers.

The process operates through an SMS gateway, a conduit between the business and mobile networks. This gateway transforms your message into a compatible format for transmission across the network as a Short Message Service (SMS). Upon dispatch, these messages reach their recipients almost instantaneously.

The key benefits of employing bulk SMS include its remarkable speed in reaching extensive audiences and its cost efficiency compared to traditional marketing channels like email campaigns or postal mailers. Moreover, its simplicity in tracking engagement metrics such as open and click-through rates enhances its appeal by allowing for the measurement of campaign effectiveness.

Examples: (Please put these in boxes and remove them when the graphic design is completed)

• Hi Anthony! Canada Tires is having a sale this week. Get up to 70% off camping gear! Reply STOP to opt-out.
• Hi George! Canada Tires is having a sale this week. Get up to 70% off camping gear! Reply STOP to opt out.
• Hi Carlo! Canada Tires is having a sale this week. Get up to 70% off camping gear! Reply STOP to opt out.
• Hi Ronaldo! Canada Tires is having a sale this week. Get up to 70% off camping gear! Reply STOP to opt out.

What are the Purposes of Using Bulk SMS?

The primary purpose of Bulk SMS service is to facilitate communication for businesses, organizations, educational institutions, and various groups, aiming to reach a broad audience efficiently and effectively.

• For Businesses and Companies: Bulk SMS is predominantly utilized by businesses and companies to engage with their customers. This includes sending promotions, updates, and notifications. For example, retail stores send messages about sales or new product arrivals, service industries provide appointment reminders, and companies send payment confirmations or shipping updates. The immediacy and high open rates of SMS ensure that these communications effectively drive consumer engagement and actions.
• For Educational Institutions: Schools, colleges, and universities use bulk SMS to send important announcements, emergency alerts, and event reminders to students, parents, and staff. This method ensures timely and direct communication, which is vital for maintaining the operational flow and ensuring safety within educational environments.
• For Healthcare Providers: Healthcare professionals and institutions utilize bulk SMS to send appointment reminders, health tips, and vaccination alerts. This prevents appointment no-shows and promotes public health initiatives by reminding patients of their healthcare schedules and necessary medical actions.
• For Government and Public Service Announcements: Governments and local authorities deploy bulk SMS to disseminate public service announcements, emergency alerts, and community advisories. This ensures that critical information reaches as many people as possible quickly, which is essential during emergencies or public health crises.
• For News Outlets and Media: Bulk SMS services are used by news organizations and media to send breaking news alerts and updates to subscribers. This informs the public about significant events in real-time, ensuring that people can access crucial information whenever needed.

What are the Benefits of Using Bulk SMS?

There are many benefits to using bulk SMS as a communication tool for businesses and organizations. Some of the key advantages include:

• Better impact with greater precision – SMS messages boast a remarkable open rate, ensuring you can connect with your customers in under 7 seconds. Unlike emails, which are often deleted unread, most text messages are opened and read, making them a highly effective communication tool.
• Reduces expenses through an economical SMS plan – Bulk SMS messaging campaigns offer a cost-effective solution, enabling you to minimize costs while expanding your reach to a broader customer base.
• Achieves Remarkable ROI – With a 45% response rate, SMS dramatically outperforms email campaigns’ ROI (return on investment). It is mainly because most recipients reply to a text message within just two minutes, ensuring your message reaches and engages your audience swiftly and effectively.
• Makes customers feel understood. – Customized SMS messaging ensures customers feel valued and acknowledged, particularly when the message references their past engagements with your business.
• Monitors outcomes instantaneously. – This lets you observe your results as they happen, allowing you to adjust and improve your strategies for your subsequent bulk SMS campaigns.
• Better brand visibility and fostering customer connections. – SMS marketing is a powerful tool for increasing brand recognition, swiftly dispatching company news, and facilitating immediate customer support. It also plays a crucial role in cultivating customer relationships by distributing discount notifications and exclusive promotions.

What are the Types of Bulk SMS?

Bulk SMS messaging serves two primary purposes. It is distinguished into Promotional and Transactional SMS, each designed for specific communication needs.

• Promotional SMS is a powerful tool for reaching potential and existing customers with promotional offers and updates. It enables businesses to quickly inform customers about the latest deals and essential news, utilizing a broad reach to a large audience. However, these messages are only delivered to individuals not registered for the Do Not Disturb (DND) service, ensuring respect for customer preferences.
• Transactional SMS plays a crucial role in direct communication with clients, facilitating the delivery of essential updates and alerts. This includes dispatching One-Time Passwords (OTPs) and other critical alerts to registered users, with the advantage of high-speed delivery ensuring timely receipt.

Both types of SMS have unique benefits and are integral to effective communication strategies in contemporary business practices.

Bulk SMS is Mainly Used for:

Promotional Bulk SMS is a powerful tool for distributing offers, coupons, and discounts. Such promotional strategies effectively attract both new and existing customers. Typically, consumers are inclined to purchase when presented with discounts and offers, regardless of their need for the product.

Here are some examples:

Promotional SMS

• Airline Promotional Offers: “Flash Sale! Grab 30% off on all domestic flights this weekend only. Book now and save big on your next adventure! Visit flyhigh.com for more details.”
• Retail Store Discounts: “Big Sale! Get up to 50% off on selected items at TrendyClothes Store. Offer valid till Sunday. Hurry while stocks last! Click trendy.com/sale to shop now.”
• Restaurant Deals: “Enjoy a romantic dinner for two with our special 20% off Valentine’s Day offer! Book your table now at LoveBites Restaurant. Offer valid through Feb 14. Call us at 123-456-7890.”

Schools and organizations, businesses, banks, and government institutions use transactional bulk SMS for critical communication purposes. 

Some examples include:

1. Promotional SMS

Promotional SMS is text messages sent to promote a product, service, or event to potential and existing customers. These messages are crafted to inform recipients about offers, discounts, and new launches to encourage them to act, such as purchasing or visiting a website.

Examples:

• E-commerce Special Deals: “Weekend Flash Sale! Enjoy up to 60% off on electronics and apparel at ShopEasy. The offer ends Sunday at midnight. Don’t miss out!”
• Gym Membership Offers: “New Year, New You! Sign up for a gym membership this January and get your first month free. Call 1800-FITNESS for more info.”

How It Works: Promotional SMS campaigns are sent to a list of recipients who have opted in to receive marketing communications from a brand but are not limited to current customers. These messages must adhere to specific regulations, such as being sent within certain hours and providing an option for recipients to opt-out.

Considerations:

• Ensure your list has consented to receive promotional messages.
• Craft compelling messages that provide real value to the recipient.
• Be mindful of sending times to avoid inconveniencing recipients.
• Always include an opt-out option to respect recipient preferences.

It is okay to send Promotional bulk SMS if the customers have opted-in to receive them. However, providing relevant and valuable information is crucial to avoid being seen as spammy or annoying.

2. Transactional SMS

Transactional SMS messages send necessary information to customers and clients. These include updates on products or services they’ve used, essential alerts, appointment reminders, or any critical and non-promotional information.

Examples:

• Bank Account Alert: “Dear Customer, Your account XXXX1234 has been debited with $500.00 on 05/10/2023. Your available balance is $3,450.00.”
• Delivery Notifications: “Your parcel from SmartTech is out for delivery today. Expect it to arrive between 10 AM – 1 PM. Tracking ID: ST123456789.”

How It Works: Transactional SMS are sent immediately after the trigger event, like a completed transaction or an upcoming appointment. They are delivered to all recipients, regardless of Do Not Disturb (DND) status, because they contain information recipients need rather than promotional content.

Considerations:

• Ensure messages are strictly informational without any promotional content.
• Verify the accuracy of the information to maintain trust.
• Prioritize prompt delivery to keep the information relevant.

Transactional SMS is essential for keeping customers informed and engaged with your service. Customers rely on timely and direct communication to effectively manage their business interactions.

Promotional and transactional SMS differ significantly in purpose and regulations. Promotional SMS is used for marketing, informing customers about offers to drive sales, and is subject to opt-in requirements and time constraints. Transactional SMS, on the other hand, provides essential updates related to a user’s service or product and can be sent anytime, bypassing DND status. The main difference lies in their intent and the regulations ensuring communication matches recipient expectations.

How to successfully write a Promotional or Transactional SMS?

There are many factors to consider when writing a successful SMS campaign, whether promotional or transactional. Here are some tips to help you craft compelling messages:

• Incorporate a Clear Call to Action (CTA)

When crafting your bulk message, it’s crucial to define its purpose. Are you aiming for responses, website visits, or voucher redemptions? Clearly articulate this goal through a direct call to action. Ensuring your CTA is both precise and concise will significantly enhance its effectiveness.

• Leverage Automation for Efficiency

Automation transforms monotonous tasks into effortless operations. Opt for a platform that includes features like auto-replies, ensuring you remain responsive at all times—even during your absence. Not only does automation streamline communication, it also offers significant savings in time and resources by eliminating the need to hire additional personnel.

• Optimizing Message Timing

The timing of your bulk messages is crucial. For instance, sending information about a new product release as people get ready for bed or wake up can lead to disengagement—experiment with sending messages at various times of the day to identify when you receive the highest engagement.

• Personalizing Your Messages

Personalization is a critical tactic in bulk messaging that significantly increases its effectiveness. Capturing your customers’ attention and making them feel valued can be as simple as incorporating specific details. A popular method of personalization is to address recipients by their first names, creating a more intimate and engaging experience.

• Select a Dependable SMS Platform

The choice of an SMS marketing platform or software is critical to the success of your bulk messaging campaign. With many providers available, opting for one that consistently delivers high-quality results is imperative. Steer clear of platforms known for frequent downtimes and poor message delivery performance.

• Steer Clear of Repeating Messages

While resending the same promotional message multiple times in a bulk SMS campaign might be tempting, this approach can harm your marketing initiatives. Customers may become irritated by the relentless barrage of similar messages, leading them to opt out of future communications.

• Conciseness is Key

Craft your bulk messages with brevity, clarity, and directness in mind. Considering the 160-character limit of SMS messages, it’s imperative to be concise and focus on the main message. To include web links, leverage a URL shortener to conserve space.

• Avoid Technical Jargon

Using industry-specific jargon can be tempting, but your customers may not share your expertise. To ensure clear communication, always use straightforward and accessible language that speaks directly to your audience’s needs and understanding.

• Enhancing Engagement Through SMS

A common oversight among businesses is treating bulk SMS as a one-time campaign tool. This approach overlooks the potential for building lasting relationships with your audience. Integrating SMS regularly into your marketing efforts cultivates customer loyalty and enhances retention, thereby maximizing the potential of your communication strategy.

Writing Promotional and Transactional SMS Guide:

How much is the average cost of Bulk SMS?

Sending 4,000 messages weekly to 1,000 subscribers over a month costs approximately $170. However, this figure varies depending on the selected SMS platform or text message service, with prices ranging from $0.01 to $0.05 per message. MMS and international texts are pricier, potentially reaching $0.50 per message.

Consideration should also be given to the cost associated with each customer keyword. While the specifics depend on your provider, generally, you receive one free keyword monthly and incur charges for any additional ones.

For instance, JookSMS offers its free package that includes a monthly keyword, 25 free inbound and outbound messages, and access to its API starting at $10 per month. Its paid packages include more keywords with additional features and more significant message limits, starting at $25 per month. Additionally, they offer premium packages for more extensive SMS requirements.

How Bulk SMS is Used in SMS Marketing?

Bulk SMS is a powerful tool in SMS marketing, primarily used for sending large volumes of messages to multitudes of recipients simultaneously. This method is particularly effective for businesses looking to disseminate information quickly and efficiently, whether for promotional purposes, updates, or urgent notifications.

Examples of how it is used include the methods below:

• Promotional Messages: Bulk SMS is frequently used for promotional purposes, such as advertising new products or services, limited-time offers and deals, or event invitations.
• Transactional Messages: These messages are automated notifications sent to customers after a specific action. Examples include order confirmations, appointment reminders, and delivery updates.
• Customer Engagement: Regularly engaging with customers through bulk SMS can enhance brand loyalty and retention, increasing customer lifetime value.
• Emergency Notifications: In urgent situations, such as natural disasters or service interruptions, bulk SMS is an efficient way to reach a large number of people with vital information quickly.
• Surveys and Feedback: Bulk SMS can also be utilized to solicit feedback and conduct customer surveys, allowing businesses to gather valuable insights and improve their services. Overall, the versatility of bulk SMS makes it an essential tool for any SMS marketing campaign.

3 Best Bulk SMS Service Providers

What are the Best Bulk SMS Service Providers?

Choosing the best bulk SMS service provider is crucial for implementing an effective SMS marketing strategy. The right provider should offer a combination of reliable message delivery, a comprehensive set of features, competitive pricing, and excellent customer support. Below are concise overviews of the top picks highlighted in this document:

• JookSMS: This platform stands out for its automation capabilities, robust API access, and flexible scheduling. With a user-friendly interface and a free tier aimed at small businesses testing the waters of SMS marketing, it presents a balanced option for businesses of all sizes. However, it’s worth noting that the free tier’s limits and the cost of additional keywords could be drawbacks for more extensive campaigns.
• TextMagic: Renowned for its simplicity and efficiency, TextMagic offers 2-way messaging, efficient contact management, and multi-language support, making it ideal for businesses looking to engage with a diverse customer base. The platform is celebrated for its flexibility in pricing, based on message bundles, which caters well to businesses assessing their budgetary constraints. Despite its advantages, the potential limitations in features under specific plans and required technical knowledge for API integration could pose challenges.
• Trumpia: Distinguished by its advanced targeting and automation features, Trumpia facilitates highly effective SMS campaigns. Its capabilities in running multi-channel campaigns and managing compliance with SMS marketing laws make it a robust choice for businesses prioritizing campaign sophistication and legal compliance. The primary considerations include its pricing, which may be higher, and a potential learning curve due to its extensive features.

These providers have been ranked based on their features, ease of use, customer support, and value for money. Each offers distinct advantages tailored to different business needs and campaign goals.

Is There an Alternative Way to Reach People Aside from Bulk SMS?

Yes, there are alternative ways to reach people aside from bulk SMS, leveraging the expansive reach of digital communication. Email marketing remains a powerful tool for reaching audiences with more detailed content, allowing for rich media attachments and longer, more engaging narratives. Social media platforms provide another dynamic channel, offering the ability to interact directly with customers and tailor content to the interests and behaviors of specific audiences. Additionally, push notifications from mobile apps can serve instant, attention-grabbing messages to users who have already shown an interest in your brand by downloading your app. Each alternative offers unique targeting, engagement, and content depth advantages, complementing or enhancing traditional SMS campaigns.

Is Bulk SMS Effective SMS Marketing?

Yes, bulk SMS is a powerful marketing strategy when done right. Its effectiveness is evident from its high open rates, which far surpass email marketing. SMS messages have an open rate of 98%, compared to email’s 20%. This high engagement is due to SMS’s personal and direct approach, ensuring messages are seen and read quickly. Also, the short format of SMS forces clear and direct communication, which consumers highly value in a world whole of information. The ability to segment and personalize messages also makes them more relevant, increasing conversion chances. With its low cost and high ROI, bulk SMS is an efficient way for marketers to reach and engage their audience.

Is there a rule to follow when sending a Bulk SMS?

Yes. While there isn’t a specific rule to follow when sending bulk SMS, there are best practices anchored on SMS marketing regulations  that businesses should adhere to to ensure the success of their campaigns. These include:

• Obtain permission: Ensure you have explicit customer consent before sending them promotional messages.
• Segment your audience: Use targeting and segmentation tools to tailor messages based on customer demographics, preferences, and behaviors.
• Keep it concise: The limited character count in SMS messages requires clear and concise communication. Avoid using jargon or complex language.
• Use a strong call-to-action (CTA): Encourage customers to take action by including a clear CTA at the end of your message.
• Test before sending: Always test your messages before sending them to your audience. This will help catch any errors or formatting issues.
• Monitor delivery and engagement: Keep track of message delivery rates and customer engagement to identify potential areas for improvement.
• Comply with SMS marketing laws: Ensure you follow all applicable laws and regulations regarding bulk SMS messaging, such as obtaining consent and providing opt-out options.