Which is Better for Your Campaigns: Bulk Calls or SMS?

Marketing campaigns thrive on impactful messaging that resonates with audiences on a deeper, emotional level. For marketers, selecting the right communication channel—whether bulk SMS or calls—can make all the difference in a campaign’s success.

Both channels offer unique advantages, but their effectiveness largely depends on the content being shared and the demographic profile of the target audience.

In this guide, we’ll explore the advantages of each channel, along with the best practices for when to use bulk calls versus bulk SMS to help your campaigns drive maximum engagement.

Understanding Bulk Calls vs. Bulk SMS: Key Considerations

When determining whether to use bulk calls or SMS for a campaign, consider two essential factors:

1. Message Content

Some messages are more effective when conveyed via voice, especially if they require a narrative tone or an emotional appeal.

2. Target Audience Demographics

Audience literacy and language preferences can heavily influence which channel will provide the best return on investment.

These factors can help marketers decide when to leverage bulk calls or SMS for optimal results.

When to Choose Bulk Calls: Instant Connection with Emotional Impact

Bulk calls are especially effective for campaigns that require an immediate, emotional impact. Here’s why they work:

1. Emotional Storytelling

Bulk calls can capture attention quickly, allowing marketers to convey emotional messages that may drive immediate action. For instance, a 20-second call with a compelling story or a sense of urgency can trigger a positive response, especially if the message is personalized and direct.

2. Ideal for Lower Literacy Segments

In regions or demographics with lower literacy rates, bulk calls can be more effective than SMS, as they don’t require reading ability. A voice call in the local language can increase engagement, comprehension, and action.

3. Enhanced with Urgency Cues

A carefully crafted voice message can incorporate cues of urgency or importance, which can enhance message retention and encourage a quicker call to action.

For example, reminders for urgent tasks, like limited-time offers or service expirations, benefit from a humanized, vocal touch.

Challenges of Bulk Calls:

Despite their advantages, bulk calls come with a few limitations:

Speed of Delivery: Bulk calls may take longer to reach large audiences compared to SMS.

Spam Filtering: Bulk calls risk being flagged as spam by phone apps, which can limit their reach.

When to Choose Bulk SMS: Efficient, Widely Recognized, and Versatile

Bulk SMS is a preferred channel for campaigns that rely on written messages and for audiences who are comfortable with reading text. Here’s when SMS stands out:

1. Ideal for Literate, Tech-Savvy Audiences

Bulk SMS is an efficient tool when targeting literate audiences who can quickly read and respond. It’s especially effective in regions where smartphone usage is prevalent, and recipients are comfortable with text-based notifications.

2. Vernacular Messaging for Broader Reach

SMS allows for easy localization, enabling marketers to deliver messages in regional languages. This can help brands engage with audiences in Tier B and Tier C cities, as well as rural areas, making campaigns feel more relatable and personal.

3. Instant Delivery and High Engagement

SMS boasts impressive open rates and speed, with most responses to call-to-action prompts arriving within 4-6 hours of delivery. For time-sensitive campaigns, SMS’s quick reach and response rate make it ideal.

Advanced Capabilities with SMS:

Today, marketers can incorporate long codes and trigger automated CRM actions to enhance engagement. For instance, SMS campaigns can invite recipients to respond via a long code, which then triggers further actions within a CRM system, creating a seamless customer journey.

The Case for Combining Bulk Calls and SMS in Omnichannel Campaigns

Increasingly, marketers are finding value in omnichannel marketing, which integrates multiple communication channels to reach audiences effectively.

By combining bulk calls and SMS, businesses can leverage each channel’s unique advantages, allowing for targeted and responsive campaigns.

Benefits of Omnichannel Campaigns:

High-Quality Segmentation

With marketing automation software, brands can segment audiences based on their behavior and response rates, refining databases for future campaigns.

This segmentation helps reduce marketing costs by focusing only on responsive recipients.

Enhanced Customer Insights

Omnichannel campaigns provide more data points for understanding customer preferences, enabling more personalized and effective campaigns.

Cost Efficiency

By concentrating resources on the most responsive segments, marketers can significantly reduce communication costs while achieving higher ROI.

How Mtalkz Supports Effective Campaigns with Bulk Calls, SMS, and More

At Mtalkz, we provide a full suite of messaging solutions to meet your marketing needs, from Bulk SMS and Bulk Calls to WhatsApp Business API and marketing automation.

Our comprehensive offerings, including chatbot services that integrate with various channels, ensure that your campaigns reach your target audience with maximum efficiency and effectiveness.