WhatsApp and SMS are the two most popular direct messaging platforms among consumers. While SMS texting costs have risen in recent years, WhatsApp is very popular in certain regions. Does that mean WhatsApp should take precedence over SMS for marketing communication?

Not at all!

This article will discuss the pros and cons of each channel, go over the most typical use cases with actual examples, and assist you in determining whether SMS, WhatsApp, or both are required to maximize the efficacy of your cross-channel marketing.

What distinguishes WhatsApp marketing from SMS marketing?

There is no denying the popularity of WhatsApp and SMS as digital marketing channels. Despite their apparent similarities, the two have diverse functions and are especially effective with different audiences.

SMS marketing v/s WhatsApp marketing

SMS: The preferred channel for important communications

Consider the most recent texts you have received. They probably dealt with urgent or significant issues. Because of this, SMS is particularly well-liked in sectors like banking and healthcare where anonymity and speed are crucial.

Benefits of SMS marketing

With 78% of text messages receiving a response within the first ten minutes, SMS is renowned for its high engagement rate of 98%.

However, compared to other channels, SMS is costly because a single text message can cost anywhere from $0.06 to $0.25. Because of this, marketers typically save it for time-sensitive communications and promotional initiatives with the highest expected return on investment.

Users can still receive SMS texts without an internet connection, which is the primary advantage of SMS as a communication channel. For transactional or time-sensitive messages, it is therefore the best choice.

Where can SMS marketing be used?

Communications that are urgent and time-sensitive (for example, alerting a user to an unexpected gate change at the airport or pointing out a sharp decline in the price of some of their portfolio stocks).

OTPs and two-factor authentication (for example, to verify a user's identity before allowing them to pay or gain access to a system).

Payment reminders (for example, to alert a user of an upcoming or real-time transaction).

WhatsApp: An engaging channel for two-way communication

WhatsApp has a far smaller user base than SMS since it can only reach people who have the program installed on their smartphone and have access to the internet.

Benefits of WhatsApp marketing

WhatsApp offers a number of advantages. There are two main ones:

• Supports real-time two-way communication.
• Supports rich media communication irrespective of the recipient's provider.

Given that 85% of users interact with WhatsApp every day and that users spend an average of 18 hours on the app every month, WhatsApp makes it easy to connect with your audience. More significantly, 2 out of 3 users complete a purchase after interacting with a brand on WhatsApp, demonstrating the platform's excellent conversion rates.

It is also the ideal avenue for businesses looking to enhance the customer experience. Given that customers' expectations for customer service are always rising, WhatsApp stands out from rivals because about 60% of messages are answered within the first few minutes.

Is WhatsApp ideal for targeted regional marketing?

WhatsApp's widespread use across different regions is another significant benefit. WhatsApp has over 2.2 billion active users globally. For companies that operate globally, a reach like this creates almost endless options. But it must be done correctly.

To successfully execute customized WhatsApp promotional strategies, for instance, it's critical to appropriately set up your consumer segmentation. Here, tools like GirikSMS's sophisticated audience segmentation can be quite helpful in helping you craft more regionally appropriate messaging. GirikSMS is a 100% native Salesforce SMS platform and works seamlessly over WhatsApp to engage with your CRM contacts.

Best uses of WhatsApp

• Promotional materials with a strong visual component (such as product demos or game teasers)
• Customer service (such as live chats with agents or automated chatbots, tailored product suggestions)
• Two-way communications (e.g., asking for user input or managing appointments)

Lastly, with technologies like GirikSMS, including WhatsApp messages in your communication strategy doesn't have to be difficult. With our help, you can personalize messages, build customer segments, automate workflows, and even use GirikSMS to directly respond to your contacts' WhatsApp messages.

Combine SMS and WhatsApp for higher impact

The real advantages of text communications emerge when you learn to use both WhatsApp messaging and SMS together, even though either can improve your marketing plan on its own.

If you’re looking for the most cost-effective option, choose WhatsApp.

As we've shown, SMS can soon become very expensive. Because of this, it's usually a good idea to designate WhatsApp as your favorite messaging app and save SMS for emergencies.

Just make sure the user can be reached on WhatsApp and submit your message there to get it to work. GirikSMS's native integration with Salesforce Journey Builder is a reliable tool for creating sophisticated automation workflows that incorporate both channels and carry out reachability tests.

As a result, you'll have greater freedom to organize your communications (for example, by using rich media like videos or gifs) and can later take advantage of comprehensive reporting.

Keep SMS as your backup channel.

Additionally, send an SMS if the person cannot be reached via WhatsApp for any reason, such as not having the program installed or not having an internet connection.

This is especially helpful for important updates to reduce unfavorable customer experiences.

For instance, it's best to use SMS to make sure the customer doesn't miss their flight if your system is unable to send the default WhatsApp notice with updated flight departure information.

Why use WhatsApp and SMS at the same time?

By utilizing both WhatsApp and SMS, you can maximize the outreach and engagement of our marketing strategy by leveraging each platform's advantages while reducing its drawbacks.

When you utilize both channels, you get:

Greater reach: You can connect with a larger demographic in terms of financial status, age, and geography by utilizing two channels simultaneously.

Improved customer experience: Depending on the goal of the messaging and the intended customer experience, you can modify your communication strategy.

Enhanced engagement: U You can maintain consistent communication that resonates with your audience by using both WhatsApp and SMS.

Cost-effectiveness and efficiency: Depending on the kind of communication and the expected ROI, you can use both channels to maximize your marketing budget.

High open rates translate to higher revenue. Because of their high open rates, WhatsApp and SMS can be smartly used to increase your sales while also saving money.

SMS is renowned for being both costly and successful. WhatsApp provides strong conversion rates and is far less expensive. It also makes more rich media possible.

It will be easier to get the right person to view your message at the right moment if you have automated cross-channel messaging with WhatsApp as the primary target and a backup SMS text for those who are not on the app.

How do I decide between WhatsApp and SMS marketing?

As we have established, using WhatsApp and SMS channels in tandem is the most efficient method to tailor your marketing communication. To assist you in selecting the appropriate channel for the appropriate scenario, below is a brief synopsis:

• Do you want to issue an urgent alert and don’t know whether the recipient has an internet connection or not? Use SMS since it's dependable and quick.
• Do you want to offer comprehensive product documentation, user guides, or demonstrations? To send rich media, use WhatsApp.
• Is it necessary to monitor interactions and message reads? WhatsApp offers detailed reports.
• Sending marketing and transactional messages? WhatsApp is best for engaging customers with promotional material and SMS is best suited for one-way, transactional texts (like payment or appointment reminders).
• Want to cross-sell or upsell? WhatsApp is ideal for post-purchase support and promotions. SMS texts on the other hand can notify customers about upcoming deals.

Boost the efficacy of your WhatsApp and SMS marketing with GirikSMS, our 100% native SMS for Salesforce platform. To arrange a free demo, get in touch with our team today.