An SMS campaign in Zoho Campaigns sends text messages to subscribers who have provided their mobile number and opted in to receive SMS communications. SMS campaigns are used for time-sensitive content like flash sales, event reminders, appointment confirmations, and delivery notifications where email’s lower urgency is a disadvantage.
SMS has significantly higher open rates than email (often cited at 90%+ open within minutes) but is more intrusive and has strict character limits (160 characters for standard SMS). SMS should be used selectively for genuinely high-priority communications — overuse leads to rapid opt-out rates.
SMS marketing in India is governed by TRAI’s DND (Do Not Disturb) registry and TCCCPR (Telecom Commercial Communications Customer Preference Regulations). Only send to numbers that have explicitly opted in to your SMS communications. Include an opt-out instruction in every SMS. Non-compliance carries penalties.
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