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  About a decade or more ago, bulk sms was a thing. It was the talk of the town. Fast forward to 2024, WhatsApp messages, emails, and DMs seem to have taken over the space. One may therefore be tempted to conclude that bulk SMS is outdated and ineffective.
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But guess what? Bulk SMS is still one of the most effective ways to reach people in Nigeria, and it doesn’t appear to be going away anytime soon. Why do I make this bold claim? Think about it, Nigeria has over 220 million phone users in the country. Out of this number, only about 50 million are smartphone users. What does this mean? More people don’t need a data subscription to receive a message from you or you don’t have to worry about your messages getting buried in their spam folders. And here’s the interesting one, every text message is almost always read by those who receive them. How many times have you gotten those annoying messages from MTN, Airtel or Glo that you still go on to read, mostly out of fear that you may be missing out on something in between the whole “No airtime or data, no wahala” messages?

Why Bulk SMS Still Works in Nigeria

People often see Bulk SMS as a basic marketing strategy and as such overlook the impact it could have. But it has several advantages that make it stand out. Firstly, the open rate for SMS messages is very high, about 98%. Now, compare that to email marketing, which only gets about a 20-30% open rate. With over 200 million mobile phone users in the country, Nigerians are always on their phones, whether they’re checking WhatsApp messages, playing mobile games, or receiving SMS notifications. Bulk SMS ensures that your message gets through, regardless of whether your customer is using a feature phone or a smartphone. SMS is one way to cut through the noise and guarantee that your message will land right where it should—on the recipient’s phone screen. Another reason Bulk SMS works in Nigeria is its direct and personal approach. Nigerians generally respond well to personalized communication, and there’s no better way to get your message across than landing directly in someone’s SMS inbox. This method is especially useful for businesses trying to promote sales, send reminders, or offer exclusive discounts to their customer base.
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Steps to Use Bulk SMS Like a Boss

  1. Choose the Right Bulk SMS Provider

    To get started with bulk SMS, you need a reliable platform that can send messages promptly, provide delivery reports, and allow personalization. A simple Google search will bring up different platforms you can choose from.

  2. Segment Your Audience

    Don’t just send out SMS messages to everyone in your database. Segmentation is important. You can categorize your audience based on location, interests, or previous purchases.

  3. Craft a Clear and Compelling Message

    The trick to effective Bulk SMS is to keep your message short, clear, and action-driven. You want to get straight to the point. Highlight the offer, add urgency (e.g., “Limited Time Offer”), and provide a clear call-to-action (CTA) like “Call Now.” For example, “Get 20% off on all items this week! Visit our store in Ikeja or call 080XXXXXX to order!”

  4. Timing is Important

    When you send your Bulk SMS can make all the difference. Aim to send messages during business hours, usually between 9 a.m. and 6 p.m., when people are more likely to engage with their phones. Avoid sending messages too early or too late, as this can lead to annoyance.

5. Keep It Short and Simple

Nobody wants to read a long message, especially not on a small screen. With Bulk SMS in Nigeria, you have a limited character count, so make sure your message is short, direct, and to the point. Focus on what’s important and leave out any unnecessary details.

  1. Track Your Results

    Like any marketing strategy, it’s important to measure how well your Bulk SMS campaigns are performing. Look at the delivery and open rates, conversion rates, and customer feedback. Most platforms provide detailed reports, so take advantage of this feature to fine-tune future campaigns.
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Bulk SMS still offers tremendous advantages for businesses. Don’t sleep on this powerful tool! Whether you’re running a small business or a large corporation, you can integrate Bulk SMS into your marketing tools and see amazing results.
Got a suggestion? Contact us: editor@connectnigeria.com
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This article was first published on 8th November 2024

victor-ifegwu-mbonu

Ifegwu-Mbonu Victor is a Personal Growth and Leadership Trainer who provides training and coaching to individuals and organizations.

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