How to Maximize Your Client’s ROI with SMS Marketing

Thu Aug 10, 2017

Kathy Crosett

If your clients want to try something a little different, suggest a text message campaign. This format SMSmight seem old-school to some marketers, but Chris Camps, writing for ClickZ, argues that SMS marketing is under-utilized. Statistics indicate consumers respond to these campaigns. Here are the numbers.

Text message campaigns are similar to email campaigns, but with one major difference. Your clients must get consumers to opt in to accepting their messages. Consumers are open to opting in. The biggest reasons they give up their mobile phone number to marketers is to receive coupons or deals (77%)  or personal alerts (50%.) Once consumers agree to receiving messages, the campaigns can begin.

One of the top benefits of SMS marketing campaigns centers on immediacy. For example, if your client runs a local bakery, he can promote a free coffee with a bagel purchase to the next five consumers who come into the store.

While consumer-to-consumer text messaging is exploding, your clients might wonder if their customers will actually engage with them through this format. Research from SHIFT communications indicates that nearly 10% of all text message exchanges in the U.S. are between businesses and consumers. These exchanges range from consumer service issues (like password resets) to a coupon drop.

Your clients may also find more success when they target specific demographic groups with text messages. Men (85%) are more open than women (78%) to reading every message they receive. Not surprisingly, younger consumers comprise a more welcoming audience for this form of communication. Up to 97% of 18-29 year-olds are texting. Only 75% of 50-64 year-olds do.

Advise your clients to offer something of value in their text messages. Currently 62% of 45-54 year-olds say the messages they receive “don’t provide meaningful content.” On the other hand, 64% of all consumers say businesses should do more texting. With a statistic like that in front of them, it will be hard for your clients to say no to your proposal.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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