SMS in B2B is not spam in disguise, it’s intelligent direct communication.
Sending a well-targeted business SMS means reaching the right person, at the right time, with a clear message. In a world where every minute counts, it becomes an effective lever for engaging a prospect or building customer loyalty.
B2B SMS is like knocking on an office door rather than shouting on the street.
On the street, your voice is lost in the ambient noise: this is mass marketing, noisy and often ignored.
By knocking on a door, you address the right person directly, in a setting conducive to exchange.
This difference sums up the gap between a mass B2C mailing and targeted B2B communication.
How many of your important emails get lost in overloaded inboxes?
SMS messages, on the other hand, break through the barrier and appear almost instantly on the recipient’s screen, increasing your chances of being read… and of receiving a response.
Specific regulations for SMS marketing
When it comes to SMS marketing, the rules are different depending on whether you’re talking to an individual or a business.
In B2C, the law prohibits mailings after 8pm, as well as on Sundays and public holidays. Messages must also include a clear, free means of unsubscribing.
In B2B, the framework is more flexible, but it’s still advisable to respect working hours, generally between 8am and 8pm, Monday to Friday. Even if the law is less strict, courtesy and respect for working hours remain essential to maintaining a good image.
📌 Important reminder:
-
Consent is still required in both cases.
-
In B2B, a pre-existing business relationship may suffice, but it is preferable to obtain an explicit agreement.
-
The message should always clearly identify the sender and contain an unsubscribe option.
Targeting strategies: precision versus volume
B2C SMS aims wide. We segment by age, location, interests or purchase history. The aim: to reach the largest possible number of consumers likely to respond to an offer.
In B2B, the logic is different. Targeting is done by function, business sector, company size or role in the decision. Each contact is selected for its relevance to the message sent.
📌 C oncrete example:
-
B2C: an SMS announcing a 30% discount on a clothing collection to all customers in a given geographical area.
-
B2B: an SMS sent exclusively to CFOs of companies with over 50 employees to promote a webinar on cash management.
Precise B2B targeting reduces circulation volume, but greatly increases response rates.
Comparative performance: SMS vs. email
In marketing, immediate visibility often makes the difference.
SMS has an average read rate of 98%, compared with just 18% for email in professional prospecting.Our responsiveness is also unrivalled:
-
SMS: read on average within 3 minutes of receipt.
-
Email: sometimes read several hours later, if at all.
In B2B, this speed can play a decisive role in confirming an appointment, sending an alert or reminding you of an offer. In B2C, it can stimulate impulse buying, or provide immediate information on a current promotion.
SMS isn’t intended to replace email, but it far surpasses it when speed and certainty of reading are priorities.
Cost/benefit analysis
SMS costs more than email.
On average :-
Email: less than €0.01 per contact.
-
SMS: between €0.04 and €0.08 depending on volume and provider.
But the ROI can be higher. Why? Because SMS messages are read almost without fail, and often generate more immediate action.
📌 Example:
Invite 50 decision-makers to a strategic meeting.-
The average B2B email response rate is around 5%.
-
In SMS, it can exceed 20%, especially if the message is personalized.
In short: SMS requires a higher investment per contact, but quickly pays for itself when used on hot targets or high-value operations.
Real-life use cases
SMS marketing isn’t just about announcing sales or confirming deliveries. Used properly, it becomes a strategic tool for both B2B and B2C.
In B2B
SMS can play a key role in business relationships.
-
Appointment reminders: a simple message the day before or the morning of the appointment considerably reduces the number of no-shows.
-
Invitation to a webinar or trade show: targeted at a specific sector, it quickly generates qualified registrations.
-
Quotation or offer follow-up: when a proposal is approaching its deadline, an SMS can create a sense of urgency and trigger a decision.
These messages are short, direct and personalized with first name, job title or company name, making them even more effective.
In B2C
SMS enables us to reach consumers at the right time, often triggering an immediate action.
-
Time-limited promotion: for example, “40% off the entire collection until midnight tonight”.
-
Abandoned shopping cart: an SMS reminding customers that items are still available can bring them back to the site.
-
Logistics notification: informing customers when a parcel has been delivered or when an order has been collected from a store enhances the customer experience.
In both cases, the common factor is the relevance of the message and the right timing. An SMS sent at the wrong time or without added value risks being perceived as intrusive.
-
Advantages and disadvantages of both approaches
B2B SMS and B2C SMS share an exceptional read rate, but their uses and constraints differ greatly.
| Criteria | SMS B2B | SMS B2C |
|---|---|---|
| Read rate | Very high (98%) | Very high (98%) |
| Cost per contact | Higher, but often profitable on hot targets | Lower, ROI depends on volume |
| Target | Very precise: function, sector, company size | Broad: age, location, interests |
| Main objective | Generate appointments, registrations, quick responses | Generate immediate sales, physical or web traffic |
| Risk of intrusion | Low if targeting is relevant | Higher if sent too frequently or content too promotional |
In a nutshell:
-
B2B: maximum effectiveness when the message is ultra-targeted and relevant.
-
B2C: distribution power to rapidly boost sales and brand awareness, but risk of saturation if not properly measured.
Practical tips for getting started
A successful SMS campaign, whether B2B or B2C, is based on a few simple but essential rules.
-
Build a qualified database
Avoid mass mailings to non-targeted contacts. In B2B, select the right decision-makers. In B2C, segment according to habits and preferences. -
Personalize your messages
A first name, a job title or a reference to a past action significantly increases impact. -
Get straight to the point
An SMS should not exceed 160 characters. Use short sentences and a clear call to action. -
Comply with regulations
Mention the sender, provide an unsubscribe link and respect legal deadlines. -
Test before a mass mailing
Run a test on a small sample to measure the response rate and adjust the message if necessary.
Applying these best practices will optimize your budget, improve your ROI and preserve the quality of your relationship with your recipients.
Conclusion – Call to action
SMS is neither reserved for mass-market promotions nor intended to replace email. It’s a complementary lever, capable of reaching your audience with speed and precision.
In B2B, it offers direct access to decision-makers, ideal for confirming an appointment, reminding them of a deadline or promoting an event. In B2C, it stimulates immediate action, whether it’s a purchase, a visit or a registration.
The secret lies in targeting, relevance and respect for the recipient. Used badly, it becomes intrusive. Used properly, it becomes a conversion gas pedal.
Test SMS on your hottest prospects and observe the impact on your response rates, sales or registrations. A simple message can sometimes open the door to a lasting business relationship.
