Having appeared in the 1990s, SMS sometimes appears as a digital lever in decline. According to figures from ARCEP (1), published last January, the peak of activity of this channel was reached in 2015, with annual declines of around 7% and even a drop of almost 20% for the year 2020 alone.
But what is true for the consumer segment is not necessarily true dominican republic telemarketing list for the professional segment, and the SMS Marketing market, on the other hand, has been showing double-digit growth for several years.
According to the latest mobile marketing barometer (2), published each year by AF2M and the Mobile Marketing Association France, this market even shows an insolent growth of +15%, with a volume of SMS Marketing at Orange, SFR and Bouygues Telecom reaching 7.7 billion units over the whole year.
"The double-digit growth in volumes recorded in 2020 demonstrates the importance of this channel for French companies in supporting and developing their business. And the rise of transactional services proves that the market has now acquired the maturity necessary to identify the use cases for which SMS is the most effective channel," comments Jean-Philippe Gallet, Rapporteur of the Mobile Messaging Commission of the Mobile Marketing Association France.
In detail, however, it is necessary to distinguish between Promotional SMS (Advertising, drive to store), which was the majority for a long time, but which had a bad year in 2020, probably due to the 3 lockdowns, and conversely, Notification SMS (access code, notifications, payment validation, delivery, etc.), which shows an astonishing annual growth of +32%, much higher than E-Pub (+3%) or E-commerce (+9%) and now represents more than 55% of the SMS Marketing market.
