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For years, marketers have used SMS to reach customers and increase engagement. However, there are certain industries – accounting included – that don’t maximize this technology’s potential. Have you used SMS marketing before, or are you among the majority that look the other way? It’s time to learn about the efficacy of SMS and some of the specific ways accountants can utilize it before, during, and after tax season.

A Primer in SMS Marketing

The first thing you need to know about SMS marketing is that it’s exponentially more powerful than other traditional forms of virtual communication. Whereas emails are only read 22 percent of the time, the Frost & Sullivan 2010 Report finds that the open rate for SMS is 98 percent. In addition to having an incredibly high open rate, the large majority of texts are read within three minutes of being received.

However, SMS marketing doesn’t come without caveats. According to the Telephone Consumer Protection Act (TCPA), phone owners are protected against unsolicited text messages. Violators can be levied fines of up to $1500 per unsolicited SMS. If you choose to use SMS, you must first gain consent from clients. Once this approval is granted, you’ve got the green light to send occasional, highly-targeted messages that resonate much better than email.  

5 Ways Accountants Can Begin Using SMS

But why is SMS affectionately known as the ‘gateway for mobile engagement,’ and how exactly can accountants use SMS for maximum results? There’s certainly room for creativity and innovation in this space, but the following methods have proven to be pretty successful in recent years.

• Tax deadline countdown. While you don’t want to send texts every day, an occasional message is valuable. Try sending a monthly SMS that offers a simple, tangible piece of tax advice, in addition to a countdown that tells the client how many days are left before the tax deadline. These simple and practical messages will keep you at the forefront of your clients’ minds.
• Occasional updates.  Accountants want to keep their clients privy of the tax filing process, but it’s impractical to make time consuming phone calls or type lengthy emails just to tell them where things currently stand. Instead, a one sentence status update can be sent in a matter of seconds. It saves you time and gives the client peace of mind.
• Flash sales. SMS marketing is perfect for targeting clients who are ‘out and about.’ In other words, SMS is maximized when the recipient is out running errands or away from home. By sending a short message that says something like, “Come by the office between 4pm and 5pm today and receive 10 percent off XYZ service,” you’ll see much better conversion rates than you would with an email that may only be seen at the office or home.
• Even promotion. Do you have an upcoming event? SMS is an effective form of even promotion. Sending a quick SMS to your client list can greatly enhance attendance numbers at community gatherings, open houses, and charitable events.
• Simple thank you. Nothing says good customer service like a simple thank you note. And in 2015, a text message is an acceptable form of saying thanks. At the conclusion of tax season, when things are slowing down on your end, take the time to shoot out some custom thank you texts that express your gratitude for your clients’ business.

Putting it All Together