In today’s world, everyone uses text messaging. From our eighty-year-old grandmothers to our five-year-old children, navigating a smart device is as essential to Americans as baseball and apple pie.
It’s how we keep in touch with, quite literally, everyone. It’s a medium where three simple letters – LOL – can be sent without so much as a smile. But is it an appropriate way for marketers to communicate with consumers? Texting feels so personal, doesn’t it? We already see advertisers on TV, in our browsers and all over our social feeds. Isn’t there any space they shouldn’t invade?
This is a tough call for marketers. With nearly everyone using this platform, how can we not leverage it to drive traffic to our products and services? 97% of Americans text at least once per day (Lemzytwitter, A., 2019). In fact, for Americans under 50, texting is the most commonly used form of communication (Lemzytwitter, A., 2019).
While tempting, marketers must first understand consumer behavior before using texting as a sales channel. What’s acceptable – and what isn’t – when engaging customers via text? A recent Forbes article outlines the top five reasons consumers opt into brand texts:
- Coupons or deals (77%)
- Personal alerts (50%)
- Staying informed (48%)
- Meaningful content (33%)
- Avoiding a physical location/website/app for information (31%) (Burns, S., 2019)
The key takeaway? Consumers expect value. According to this research, most people are fine receiving coupons and deals via text, but they don’t necessarily want deeper marketing content. If you want to be a successful text marketer, do your homework first. Here are some essential steps to take before diving into text marketing:
1. Ask for permission.
Don’t assume – it’s best to ask customers if they’re open to receiving texts. Surveys are a great way to gather this feedback. Consumers appreciate the chance to voice their preferences, and respecting their choices builds trust.
2. Deliver on expectations.
If customers tell you what they want, follow through. There’s an expectation that businesses will act on consumer feedback. Make sure you’re ready to meet those expectations before launching a text campaign.
3. Ensure legal compliance.
Text marketing is highly regulated. Consumers are more protective of mobile access than they were with email. Research legal requirements and consult an expert to ensure compliance with state and federal laws. Doing this right from the start will save you from potential legal headaches.
4. Keep it brief.
Text messages demand concise, impactful communication. You have only a second to grab attention, so be direct. If it’s a deal, state the offer and provide a link. If it’s an appointment reminder, confirm the time and include a contact option.
5. Make it all about the consumer (WIIFM).
WIIFM—”What’s in it for me?”—is a crucial rule for text marketing. If your message doesn’t deliver clear, immediate value, don’t send it. Consumers can block numbers easily, and they won’t hesitate to do so. Texting should always prioritize the customer’s needs.
Texting is powerful, personal, and protected. But when used strategically and responsibly, it offers an exciting new way for marketers to connect with consumers.
References
Burns, S. (2019, October 16). 9 Clever Ways to Use Text Messaging in Your Business. Retrieved December 22, 2019, from Forbes.
Lemzytwitter, A. (2019, August 12). 62 Text Messaging Statistics for Businesses. Retrieved December 22, 2019, from TextMagic.
