Let’s Talk About Text

SMS makes marketing more direct than ever

If you’re anything like most people, your morning probably starts on the phone checking Facebook notifications, Twitter mentions and, of course, email. But how often do you actually open all the marketing emails that pour in overnight? You more than likely delete many of them sight unseen. At this point, it takes a very specific offer at the right time to get me to open an email – especially from brands that email me daily.

But what about text messages? A survey from SMS marketing company Message Media found that 93% of people open text messages, and 81% have opened a message from a business. Of those, 94% say they’ve clicked through a link sent by text from a marketer.

Unlike emails, text messages are much harder to ignore because we’ve come to view texting as an essential part of communication with close people. From phantom vibrations to everyone reaching for their phone at the sound of an iPhone whistle, our relationship to texting can be borderline Pavlovian.

This level of attention and trust actually makes SMS an ideal marketing tool if used correctly (i.e. with consent). That same study mentioned previously found that 65% of Americans said an SMS from a business is more likely to get their attention than an email or app notification, which makes sense. Most people don’t blow off texts the way they do emails or push notifications.

I personally receive plenty of text alerts. Everyone from Publix pharmacy to my doctor to West Elm sends me time-sensitive information by text, like appointment reminders and sale events. I even get notified for a free lunch after I’ve eaten at my local burrito shop 10 times.

The stats speak for themselves: 75% of consumers are willing to opt-in for text messages from brands; texts have a 209% higher response rate than phone, email or Facebook; and consumers redeem SMS-delivered coupons 10 times more than other types of coupons.

The good news for business-owners is that technology has reached a point where text alerts are built into many websites, ecommerce platforms, scheduling apps and more. Chances are, you’re already using something for your business that offers easy integration for SMS alerts that could increase sales and customer loyalty.

But if you aren’t sure, you know who to call.

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About Brand Poets

Founded by Tana M. Llinás, Brand Poets is a collective of strategists, storytellers, and digital artisans crafting smart, poignant campaigns that command attention. Instagram: @BrandPoets

This article was originally published in the Community Newspapers.