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Why Is Text Message Marketing So Effective?

Why Is Text Message Marketing So Effective?

If you’re trying to figure out whether you should use SMS marketing, then this article is for you. We list five of the top reasons for texting your customers.

Marketing is about deciding the most effective way to use limited resources. Whether confined by hours in the day or by the almighty dollar, it’s impossible to be everywhere at once.

The stakes are high, too. You can have a fantastic product or service, but if you’re not getting it out there, you won’t get far. A significant drag on your company’s bottom line is a marketing strategy that allocates resources to the wrong channels.

So, that’s why it’s worthwhile to vet every marketing channel or tactic carefully. This article is for you if you’re trying to figure out whether you should use SMS marketing. We list five of the top reasons for texting your customers.

We know it’s never as easy as clicking your heels twice and having a killer new marketing channel that’s a money printer. But SMS marketing is as close as it gets.

1. SMS Messages are Popular

We’ve never met, but we have one thing in common. We both own a cellphone.

Chances are also good that almost every one of your potential and existing customers owns a cellphone, too. The vast majority of Americans–96% to be exact–own a cellphone of some kind.

Not only do they own a mobile device, but they spend a lot of time with it. 79% of adult smartphone users have their phones with them for 22 hours a day. 

While we spend the majority of our time looking at memes, most people use their mobile devices for “checking, sending, and answering of text messages.”

The above is a long-winded way of saying, “your customers are texting, so why aren’t you?”

2. Texts are Intimate

People enjoy texting. It’s the way they engage with their nearest and dearest, so it has a positive association. 

It should come as no surprise that texting can even boost happiness. A 2012 study conducted by psychologists at the University of California at Berkeley found people experience an uplift in their mood when they receive or respond to a text message from a friend or family member.

When your business gains access to someone’s inbox, it’s regarded as equally as the messages from close friends and family. 

The caveat here is that it needs an invite. If you decide to crash someone’s inbox uninvited, you’ll annoy them and break TCPA laws on text marketing.

This may sound like an intimidating hurdle to overcome, but it’s really just about obtaining express written consent–a fancy term for permission. And it makes your texts even more effective (more on that below).

Plus, we offer tons of ways you can gain permission to text your audience.

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3. People Don’t Ignore Texts

Consumers see dozens, sometimes hundreds of marketing messages every day and everywhere: on social media, on billboards as they drive down the street, on television as they run on a treadmill at the gym.

As people grow numb to the constant stream of ads, it can be a challenge to get your message across. But text message marketing is different: The New York Times refers to it as “the closest thing in the information-overloaded digital marketing world to a guaranteed read.”

Want proof? Check out these stats:

It’s why roughly 60% of business owners plan to increase their SMS marketing budget.

4. Texts are Immediate

When we surveyed 400 US business owners about the most significant benefits of texting their audience, fast delivery ranked number one.

It probably also explains why 50% of respondents said that flash sales and time-sensitive promotions would encourage them to opt into a business’s text messages. (Just ask Whisker Seeker who see a 25% conversion rate on its time-sensitive MegaDeals promotions).

People read new text messages almost immediately. Other forms of communication don’t even come close to numbers like these:

  • 90% of text messages are read within 3 minutes of reception
  • 98% of texts are read within an hour
  • 99% of texts are read eventually

It’s challenging to get this kind of instant exposure from email. This means your SMS campaign can be flexible and responsive: Text your customers when business is slow to see results fast.

For example, after a slow lunch service, The Barn Bowl & Bistro use text marketing to bring in customers immediately.

5. People Want to Receive Your Texts

For many customers, receiving texts is their preferred way of communicating

Most advertisements are ignored because most people aren’t interested in their message. Consider how many times you scroll through Instagram and see a brand asking you to “Buy Now.” Chances are you’re going to continue scrolling.

This kind of marketing typically has a low success rate for one simple reason—it’s uninvited. When someone is running at the gym or driving to the grocery store, they didn’t ask to see your ad.

But since people subscribe to receive your texts, your message is guaranteed to reach an audience genuinely interested in what you have to offer. It goes a long way to explain the high level of engagement and conversion rates businesses see when they send texts.

How Does SMS Marketing Compare to Other Marketing Channels?

To illustrate the unique benefits of SMS marketing, let’s quickly compare different communication channels.

  • Direct mail is not ideal for alerting someone to your e-commerce store’s flash sale or your restaurant’s ribs deal. It’s slow, expensive, and can end up in the bin. 
  • Phone calls are a bit extreme if you’re letting someone know you offer free teeth cleaning with a checkup. They can also be untimely and intrusive, and if you don’t reach someone and leave a voicemail, there’s no guarantee they’ll hear it.  
  • Email marketing is commonplace, but marketing emails can get lost in overflowing inboxes or end up in the no-mans-land that is a junk folder. It explains why response rates to SMS marketing are 7.5x higher than email.

The Wrap on Why You Should Use Text Marketing

Regardless of your industry, or whether you’re sending a national marketing campaign to hundreds of thousands, or engaging customers around the corner, the use of SMS marketing is a highly effective and friction-free way to market.

If you’re feeling ready to take the plunge, then we recommend you read the basics of getting set up with a text message service. 

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