
Companies implementing SMS and MMS message automation gain one of the most effective tools for direct customer contact. As noted by authors of the analysis from the mProfi platform, SMS messages have very high open rates and prompt responses. They work well for informing customers about promotions, updates, order status, or offer changes.
With automation, companies can:
- segment their audience and personalize content,
- plan campaigns in advance,
- integrate messages with the CRM database,
- analyze campaign performance almost in real time.
Compared to emails, SMS messages are faster and more effective. They help maintain contact with the customer at exactly the right moment – without needing to check a mailbox. This tool is especially valuable in industries like retail, food service, logistics, or local services.
It’s important that content is not random. As emphasized in the mProfi guide, messages must fit the context, the customer’s situation, and their past interactions with the company. Only then do they bring measurable results.
Customer feedback? Best right after purchase
Another key aspect of effective mobile communication is the ability to instantly collect customer feedback. The mProfi analysis highlights that SMS messages and mobile apps allow companies to run surveys and satisfaction checks right after a purchase or service.
This approach has several benefits:
- enables quick problem identification,
- helps better understand customer expectations,
- boosts audience engagement,
- provides data for business decision-making.
Collecting “hot” feedback significantly improves customer service quality. A company`s response to dissatisfaction can happen almost immediately – thanks to automatic routing of reports to the right department. For example, restaurant chains send short surveys to customers after a visit, asking about service quality and food taste. This lets managers know what’s happening on the floor, even if they’re not behind the bar.
As the authors note, more and more companies are adopting ready-made solutions for handling such surveys, which greatly simplifies the process and allows real-time performance tracking.
Systems must work together
One often overlooked but crucial challenge is integrating mobile communication with other business systems. CRM, e-commerce, ERP – all of these tools should work with platforms for messages, surveys, or notifications. Only full integration allows:
Process | Benefit for the company |
---|---|
Automated SMS campaigns | Time savings and message accuracy |
Customer data from CRM | Personalization and better content matching |
ERP integration | Notifications on availability and order status |
Synchronization with e-commerce | Fast updates on promotions or discounts |
Without integration, companies risk data duplication, information chaos, and low marketing effectiveness. A unified platform allows analysis of the entire customer journey – from first contact, through purchase, to satisfaction review.
Experts from mProfi emphasize that data gathered at different customer touchpoints is what enables good decisions. But without integration, this data stays scattered and hard to use.
Law, privacy, and personalization
Are there risks in mobile communication? Yes. Especially in terms of personal data protection and compliance with regulations like GDPR. For a company, this means full transparency – the customer must know who, when, and why is sending them a message.
The main challenges outlined in the mProfi guide include:
- ensuring legal compliance,
- creating clear, audience-appropriate messages,
- making consent management easy,
- securing data against breaches.
Content personalization for different audience groups is also important. It’s not just about using someone’s name. It’s mainly about relevance – tailoring offers to the customer’s age, lifestyle, purchase history, or location. Investing in data analysis and dynamic audience segmentation leads to noticeable increases in engagement and campaign success.
COMMERCIAL BREAK
New articles in section Marketing and PR
Marketing technologies in Poland. The state of MarTech report
KFi
Nearly half of marketers in Poland can`t clearly say whether their marketing technologies deliver a real return. Only 5% believe the results are "well above expectations", while 32% simply say: "hard to tell".
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
See articles on a similar topic:
Dietary Supplements. How to Distinguish Information from Marketing
Ewa Zygadło-Kozaczuk
Where can you find reliable information about dietary supplements, and how can you distinguish factual information from advertising? The answer is not straightforward. In fact, additional doubts arise.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
Browser Fingerprinting. Marketing Uses Digital Traces
BARD
A fingerprint created for each browser can identify not only a device but also a specific user. The data collected this way is mainly used for marketing purposes, which can result in cases where, for instance, a Mac user pays up to 30% more for the same product than a PC user.