It’s not surprising that businesses are continually looking for new ways to connect with customers and market their goods or services. Text message marketing is one such strategy that has seen substantial growth in recent years. Brands have realized the value of adding text messaging into their marketing strategy as more and more consumers rely on their mobile devices for communication and information. In this thorough guide, we’ll examine the factors driving text message marketing’s growth, the success of the channel, as well as the difficulties and factors to take into account.
Text message marketing has emerged as a powerful tool for brands to engage with their target audience. Unlike other marketing channels, such as email or social media, text messages have a remarkably high open rate. According to Insider Intelligence, text messages boast a staggering 97 percent read rate within 15 minutes of being delivered, far surpassing the open rates for emails, estimated at around 20 percent. Additionally, consumers click through on SMS at higher rates compared to emails, making it an attractive option for marketers.
Erin Blake, the Vice President Director of Connections Strategy at Digitas, a digital marketing agency, emphasizes the value of obtaining someone’s phone number for marketers. She states, “There’s a reason why a lot of brands care about SMS as a channel for marketing and why you’re seeing so much of it right now.”
There are several reasons why marketers are increasingly turning to text messaging to connect with consumers. One significant factor is the immediacy and real-time nature of text messages. Unlike emails, which may go unnoticed or ignored for days, texts are often acted upon within minutes. This instant response time allows brands to engage with their audience more effectively and drive immediate action.
Sara Varni, the Chief Marketing Officer at Attentive, an SMS marketing platform, explains that text has become a fresh channel amid changes in privacy regulations and the decline of other traditional marketing formats. She highlights how privacy laws like GDPR in Europe have made it harder for companies to track and retarget customers, leading to a shift towards alternative channels like text messaging.
While text message marketing offers numerous benefits, there are challenges and considerations that brands must navigate. One major concern is striking the right balance between engaging consumers and avoiding spamming them. A survey from data company Validity found that 93 percent of respondents have felt annoyed at least occasionally by marketing text messages, and 84 percent have received texts from companies they don’t remember signing up for. This highlights the importance of ensuring that brands use text message marketing in a thoughtful and respectful manner, without overwhelming consumers with excessive messages.
Another challenge lies in the lack of filtering options for text messages. Unlike email, which often has separate folders for junk or promotions, text messages are all consolidated in one inbox. This means that brand texts are mixed in with personal messages, potentially making it more difficult for consumers to distinguish between important messages and marketing content. Brands must be conscious of this and strive to provide value and relevance in their texts to maintain consumer trust.
To effectively utilize text message marketing, brands should follow best practices that prioritize the consumer experience and build trust. One approach is to ensure that consumers opt-in to receive text messages. This can be done through various methods, such as offering discounts or exclusive content in exchange for their phone numbers. According to a survey by Attentive, 91 percent of consumers globally have signed up for an SMS program or are interested in doing so, indicating a willingness to engage with brands via text messages.
First reported by Vox.
