Why Integrating SMS with Salesforce Transforms Business Communication

Effective communication is crucial in today’s fast-paced business environment. A company’s success often hinges on its ability to interact seamlessly with customers—whether through personalized service, timely updates, or the latest product offerings. Choose Salesforce for SMS.

Today’s customers demand a seamless, omnichannel experience that goes beyond traditional communication methods like flyers and emails. They expect real-time, two-way interactions, which is where Salesforce SMS apps come into play. These apps, which integrate smoothly with existing CRM systems, are transforming how businesses engage with their customers.

5 Reasons to Integrate SMS with Salesforce

Integrating SMS with Salesforce offers numerous benefits, primarily enhancing customer-facing efficiency and effectiveness. Here are five key advantages:

1. Real-Time Communication

SMS for Salesforce enables businesses to provide immediate customer support. For instance, logistics companies can use SMS to notify customers about delivery statuses or appointment updates in real time. SMS boasts an impressive open rate—over 95% within the first three minutes—making it a highly effective medium for increasing marketing engagement compared to email.

You can even couple Salesforce SMS with tools like geofencing to send notifications via SMS when they are in the store.

2. Increased Efficiency through Automation

Integrating SMS with Salesforce allows for streamlined automation of processes such as order updates and appointment reminders. This reduces the need for manual intervention, boosts productivity, and frees up resources for more strategic tasks. Automated texts can be scheduled based on customer behavior or sales stages, optimizing workflows and enhancing efficiency.

3. Higher Open and Response Rates

With a response rate of approximately 45%, SMS is highly effective for engaging customers. It facilitates prompt replies due to its immediate nature. Sales and marketing teams can leverage SMS for direct interactions, while retailers can use it to distribute discount codes and drive quick responses. Additionally, SMS is ideal for important notifications, enhancing customer service.

4. Personalized Customer Communication

By integrating SMS with Salesforce, businesses can tailor their messages to address specific customer needs and preferences. This personalization fosters stronger customer relationships and improves conversion rates. For example, a travel agency can send personalized vacation recommendations, while financial advisors can provide client-specific updates and advice.

5. Enhanced Tracking and Analytics

Salesforce’s integration with SMS allows for robust tracking and analysis of customer interactions and campaign effectiveness. Marketing teams can refine their strategies by reviewing metrics such as open rates, click-through rates, and conversion rates from SMS campaigns. Additionally, customer support teams can evaluate response times and resolution rates to improve service efficiency.

How to Implement SMS in Salesforce

To send and receive texts via Salesforce, you have several options:

1. Use Salesforce’s Built-In SMS Products

Salesforce offers two primary SMS solutions: Mobile Studio and Digital Engagement.

• Digital Engagement: Available for $75 per user per month, it supports web chats, one-on-one interactions, and automated SMS. However, there is a limit on the number of conversations you can initiate each month, though you can send unlimited messages within a single chat (24-hour window).
• Mobile Studio: Part of the Marketing Cloud Engagement solution, Mobile Studio allows SMS to be included as part of multichannel customer journeys via Journey Builder. It requires purchasing the full Marketing Cloud package and involves additional costs and a complex setup process.

2. Build a Custom Solution

For more tailored functionality, you can use Salesforce API or another API provider to develop a custom texting solution. While this offers greater flexibility and avoids extra costs, it involves significant development time and expense.

3. Use a Salesforce Native App

Opting for a Salesforce-native SMS app from the Salesforce AppExchange can be advantageous. These apps, designed specifically for SMS within Salesforce, often offer:

• Lower development costs
• Enhanced functionality
• Easier setup and usage
• Faster implementation

These native apps also come with dedicated customer support, making them a cost-effective and efficient choice.

Best Practices for SMS Communication

While SMS boasts high engagement rates, it’s essential to follow best practices to maintain a positive customer experience:

1. Obtain Explicit Consent

Ensure compliance with data privacy regulations like GDPR and CCPA by securing clear consent from customers before sending SMS. Automate re-opt-in processes to maintain compliance.

2. Respect Time Zones

Send messages during the recipient’s regular business hours to avoid disturbing them at inconvenient times.

3. Maintain a Consistent Cadence

Stay in touch with your audience regularly but avoid overwhelming them with excessive messages. Provide valuable content to keep engagement high.

4. Be Consistent

Use the same number for messaging to help customers recognize your communications and build trust.

5. Engage in the Conversation

Respond promptly and courteously to customer replies. Provide clear, detailed responses to inquiries.

6. Delight Your Customers

Acknowledge and reward outstanding customer actions with thoughtful messages or gestures, such as donations to their favorite charities. Even a thank you for your purchase message can contain a surprise such as a coupon or a notification that a free gift is included with their order.

7. Create a Sense of Urgency

Use SMS to highlight important announcements, events, or opportunities, tapping into the fear of missing out to drive engagement. SMS is the perfect omnichannel tool to incorporate into all your Salesforce journeys.

8. Avoid Over-Messaging

Balance promotional content with conversational engagement to avoid appearing pushy and to keep the communication enjoyable for customers. People are much happier to get news they can use rather than advertisements.

9. Focus on Clear Calls to Action

Encourage further engagement by including clear, actionable steps in your SMS messages, such as signing up for a free trial or using a discount code. A call to action must be designed with smaller screen views in mind.

10. Provide an Opt-Out Option

Include an easy way for recipients to unsubscribe from future messages to comply with legal requirements and respect customer preferences.

By integrating SMS with Salesforce and adhering to these best practices, businesses can enhance their communication strategies, foster better customer relationships, and drive greater engagement.