Does your brand use text marketing? It's definitely something you should consider as a slice of your marketing pie due to the overcrowded email and social media landscape.
But first, a brief definition according to Amazon Web Services, "SMS stands for Short Message Service. It is a text messaging service that allows the exchange of short text messages between mobile devices. SMS messages typically have a maximum length of 160 characters and can be sent and received on various mobile networks. SMS is widely used for personal and business communication, providing a quick and convenient way to send concise messages to individuals or groups of people. It has become an essential part of mobile communication and is supported by virtually all mobile devices."
One brand that excels at text marketing is WAYFAIR. Check out this recent customer experience. After much online research for a set of pots and pans, I found a great set that met my needs on Wayfair. I made the purchase and then waited a week for delivery. However, during the week of waiting, I received a text that said, "While you're waiting for your order, we think you might fall in love with this frying pan! Check it out here: (link provided)."
Wow! Talk about effective marketing! The recommended frying pan might have matched my new set's color, it might have been a good addition to my new set, or it simply might have been on sale. In any case, it was another touchpoint by Wayfair to keep the "conversation" going with me while I waited for my delivery - and most importantly, it kept the Wayfair brand top of mind.
Here are some statistics from SAP:
(1) SMS messages have a 98 percent open rate, far surpassing email's average of 20 percent.
(2) 75 percent of consumers prefer to receive promotional content via SMS messages over other marketing methods.
(3) 77 percent of SMS messages get a response within 10 minutes, more than 3 times higher than email.
According to Cellcast/Australia, "SMS is a great marketing tool because of its many capabilities. It is, in fact, one of the most popular marketing platforms. A large percentage of those who get text messages open them. In contrast to emails, SMS messages are virtually always opened and read by the receiver. Text messaging's intimate character lends itself perfectly to promotional purposes. SMS is a more effective method of promoting a company endeavour than email or other forms of marketing. Text messaging's brief and precise nature compels the sender to be succinct. The organisation's long-term success is aided by this judicious use of language. Sending SMS is a low-cost method of communicating with a specific group of customers. Mobile marketing is a no-brainer because of the guaranteed delivery and the ability to see SMS messages in real time."
So, does your brand use text marketing, and if not, should you consider it?
Image Credit: Cellcast/Australia.
Check out this article from Forbes: Why Texting Is Essential:
Check out more interesting statistics from SAP:
https://emarsys.com/learn/blog/sms-marketing-statistics/
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