From the first computer-to-computer message sent in 1969 to the bustling digital age, one form of communication has stood the test of time and transformed the way we interact: SMS.
Having once modified language into leetspeak and later textspeak, SMS messaging has gone from the palms of teens in the 90s, who were lucky enough to have a Nokia 2010, to a lucrative enterprise-level marketing tool.
Still, it continues to shape communication in the modern world.
The History of SMS Messaging
The Past
SMS began its journey in 1992 after the first text, “Merry Christmas,” was sent between two young developers. A year later, Nokia implemented a revolutionary new feature to indicate an incoming message that caught the attention of a Finnish news provider who started offering free news headlines via SMS.
By the early to mid-2000s, SMS was a mass media. Ambitious advertisers convened in London for the first mobile advertising conference hosted by the Wireless Marketing Association, and pioneering companies like HORISEN developed the very first SMS trading solution.
With technical obstacles out of the way, mobile phone sales soared, marketers cashed in on a new 24/7 captive audience, and SMS messaging quickly became the number one solution in direct marketing.
The Present
Today, 23 billion SMS messages are sent worldwide each day – that’s 270,000 every second. With its ability to be ubiquitous across mobile devices and not data-dependent, SMS messaging has become the most widely used form of communication in 2023.
Recognizing this, brands around the world are leveraging SMS messaging to increase ROI and enhance customer experience.
For instance, in 2020, US retailers Giant Eagle used SMS to allow customers to schedule COVID-19 vaccine appointments and receive updates on requirements by state. In just three weeks, Giant Eagle generated 96,000 subscribers, with a 40 percent SMS response rate.
Peace Out Skincare also saw tremendous results by integrating SMS into its marketing strategy. From August to October 2020, SMS accounted for 18-34 percent of the company’s monthly sales or $150,000 in revenue. The brand allows customers to opt-in to receive SMS offers via their homepage, with a 15 percent discount for new members.
Thanks to its accessibility, reach, and precision SMS messaging can be used to target audiences anywhere, almost instantly. According to Gartner, open and response rates for SMS are as high as 98 percent. With email, it’s as little as six percent.
