Leveraging SMS for Effective Communication in Associations
Effective communication is essential for any association looking to build strong, lasting relationships with its members. Whether through newsletters, emails, or social media, how an association communicates with its members plays a significant role in engagement, retention, and overall satisfaction. However, in today’s fast-paced world, relying solely on traditional forms of communication like email or phone calls might not be enough to capture your members’ attention. Enter SMS (text messaging), which offers a fast, reliable, and highly effective way to communicate with members instantly.
The Power of SMS for Associations
Text messaging has rapidly become one of the most effective ways for organizations to reach their members. With a near 100% open rate, SMS ensures that your message is seen almost immediately after it is sent. According to Gartner, SMS open rates are as high as 98%, while response rates hover around 45%, far surpassing the corresponding email open rates of 20% and response rates of only 6%. This makes SMS a powerful communication tool that can not only capture your members’ attention but also encourage them to take immediate action.
Fast and Reliable Communication
One of the key benefits of text messaging is its speed. Unlike emails that can get buried in a crowded inbox or social media posts that may be lost in a feed, text messages land directly on the recipient’s phone and are typically read within minutes of being sent. Whether it’s a time-sensitive update about an upcoming event, a last-minute change to a meeting schedule, or an important reminder about membership renewals, SMS ensures that your message reaches members right when they need it.
Additionally, text messages are highly reliable. Unlike email servers or social media algorithms that sometimes fail to deliver messages or sort them into spam folders, SMS messages are delivered almost instantly, ensuring that your members receive the communication without delays.
Increased Member Engagement
SMS is not just a tool for quick updates—it can also be used to increase member engagement. By sending personalized messages based on member segmentation, associations can create more meaningful interactions with their members. For example, targeted messages based on interests, past involvement, or membership history can make members feel valued and understood. Personalized texts can include updates about relevant events, new services, or customized content that resonates with their specific needs.
Moreover, SMS can be used to send reminders for membership renewals, event registrations, or other important dates. This helps members stay engaged and ensures that important deadlines are not missed.
Boosting Non-Dues Revenue
In addition to enhancing engagement, SMS can also be a tool for increasing non-dues revenue. Text messaging can be used to promote upcoming events, such as conferences, webinars, or social gatherings, and can drive attendance by sending reminders or exclusive offers. By making it easy for members to register directly through a link in the text message, associations can simplify the process, leading to more sign-ups and higher attendance rates.
Similarly, SMS can be used to promote products from your association’s online store, such as publications, event tickets, or branded merchandise. Sending out promotional offers or time-sensitive discounts via text message is an effective way to increase sales and drive traffic to your online shop.
Targeted Marketing with Predictive Analytics
If your association is leveraging predictive analytics, SMS can be used to send highly targeted messages to members or prospects who are most likely to engage with a particular offer. By analyzing data such as past purchasing behavior, event attendance, or engagement with past communications, your association can identify individuals who are most likely to respond to a particular promotion or message. This allows for a more tailored, effective marketing strategy that can drive higher conversion rates and ensure that your communications are relevant and impactful.
Gathering Valuable Member Feedback
SMS can also be used to collect valuable insights directly from your members. Associations can send out surveys, polls, or feedback requests via text message, making it quick and easy for members to respond. Whether it’s gathering input on a recent event, getting feedback on new services, or conducting regular member satisfaction surveys, SMS provides a convenient and effective way to gather responses and measure member sentiment.
The feedback gathered through SMS surveys can be analyzed to identify areas for improvement, helping your association make data-driven decisions that improve member engagement and satisfaction over time. It also shows your members that their opinions are valued, further fostering a sense of connection and loyalty to the organization.
Salesforce and SMS Integration
Integrating SMS into your association’s communication strategy becomes even more powerful when paired with Salesforce, a leading CRM platform that can help you streamline member engagement and communications. Salesforce offers Mobile Studio, part of its Marketing Cloud, which provides associations with a robust SMS marketing solution. With Mobile Studio, you can send targeted text messages, manage communication workflows, and track member responses—all within the Salesforce ecosystem.
Moreover, Salesforce allows for seamless integration with third-party SMS providers via its AppExchange, giving you access to cost-effective SMS solutions that align with your association’s goals and budget. Whether you’re sending personalized messages to a small segment of members or running large-scale campaigns for an event or promotion, Salesforce provides the tools to ensure your SMS marketing efforts drive ROI.
Key Benefits of SMS for Associations:
- High Open Rates: Text messages have an open rate of up to 98%, ensuring your communication reaches members directly.
- Increased Engagement: Personalized messages based on segmentation help members feel more connected to your organization.
- Non-Dues Revenue Generation: SMS helps promote events, products, and services, driving greater revenue through direct calls to action.
- Targeted Marketing: Predictive analytics allow you to send highly relevant messages, ensuring you reach the right people at the right time.
- Convenient Feedback Collection: SMS makes it easy for members to provide feedback quickly, improving engagement and satisfaction.
About Systems Rewired
Systems Rewired is a Salesforce consulting company specializing in helping associations and nonprofits leverage Salesforce to enhance their communication and engagement efforts. If your organization is interested in learning how SMS can complement your Salesforce platform, contact one of our Salesforce association consultants today. Our experts can guide you through the process of implementing SMS marketing, helping you maximize engagement and revenue while fostering stronger relationships with your members.