01/24/2022
Text is Best: How Texting Outperforms All Other Mediums of Marketing

To state the obvious, people love their phones. Seriously, it’s a ‘take them into the bathroom, sleep with them on their pillow’ kind of love. That’s why it’s not surprising that using a native function of our FAVORITE device outperforms almost all other kinds of marketing.  It’s a type of marketing that consumers are open to, but businesses rarely use to its full potential.  Here’s the rundown!

But first, legal!

We say this all the time, but it’s important!  According to TCPA, You have to get permission from the people you plan to text.  Permission can look like:

  • Users texting a keyword to your short code (watch out though, this can get tricky!)
  • Giving you a phone number with explicit permission to text
  • Signing up through an email link, with explicit reference to text messaging

These all count as “permission” (of one form or another), but remember that smart SMS marketing isn’t about getting a lot of numbers, but about getting quality numbers (all legally…).

 

Why Do Businesses Text Customers?

There are actually many non-marketing (kind of vanilla) use cases that are already very popular among businesses using SMS.  These include:

  • Fraud alerts (this is one of our favorite examples of what people normally experience)
  • Service outage
  • Shipping information
  • Appointment reminders/confirmations
  • Prescription refill reminders
  • Customer service (this is developing side-by-side with Facebook Messenger services and other messaging services like Whatsapp)

These are convenient/helpful use cases that customers enjoy engaging with, and are therefore used to interacting with a brand that way.  But did you know that 75% of consumers would like to receive promotions from brands via SMS?  Even more surprising is that only 11% of businesses capitalize on that!

Amazing Text Stats

We already know that customers are open to receiving texts, but here are a few more stats that show just how powerful this form of marketing is:

  • The open rate of text messages is 98% (some even claim that 90% of recipients open an SMS within three seconds!).  No other marketing comes anywhere close to verifying that a customer has definitely seen a message.  By comparison, the very best email marketers are happy to get a 20% open rate.
  • As we noted, people have their phones with them during all their waking hours (and even during their non-waking hours!) and according to the CTIA, most text messages are responded to within 90 seconds!
  • 68% of people say checking, sending, and answering text messages are the activities that they’re most engaged with on their phones throughout the day. 

So you have rapid delivery, almost 100% open rate, and a very rapid response rate.  What’s not to like?

 

Two Things to Keep in Mind

There are a lot of other details we layer into our text based promotions, but for now we want to leave you with three important tips:

  1. Be mindful!  Nobody wants to get a text message in the middle of the night from a brand.  Think carefully about when your text messages are sent, especially if you have customers across many time zones.
  2. Be thoughtful.  Unlike email marketing (or even social media marketing) in which you need to craft a message and attach relevant graphics, SMS marketing is all about being short and sweet.  Customers don’t want to read very long texts from anyone, much less brands, so get to the point.  You have their permission to text, so show them that you respect that permission and give them useful and actionable opportunities.
  3. Be conversational. Remember that texting is inherently a less professional form of communication. That doesn’t mean that you need to be sending smiley faces and emojis, but it doesn’t hurt to sprinkle a little bit of your brand’s personality into the messages.

The opportunity to promote your brand to customers via text messaging is waiting for you.  All you need is permission and a good plan for how to excite your customers and keep them engaged, which is where we come in.