5 Considerations for a Global Texting Campaign
SMS messaging — or more simply put, text messaging — continues to be a growing marketing strategy for businesses of all sizes. There are a lot of reasons why texting continues to rise in popularity. With nearly two-thirds of Americans owning a smartphone, there’s a good chance your customer base has one in their purses or pockets at all times. And they probably aren’t just using these phones to make calls, as texting has become the most popular use of mobile phones.
And there’s more. Want customers to read your message? Research shows that 98 percent of all text messages are opened, compared to just 20 percent of email messages.
But this doesn’t mean that a global texting campaign is right for all businesses all of the time. Texting is similar to many other marketing channels. Before launching a campaign, it’s important to think through your audience’s needs and preferences to determine if texting is the right strategy to add to your marketing mix.
Here are five questions to ask yourself as you consider launching a texting campaign:
- How Frequently Does Your Audience Text? It seems like a simple question, but different demographics have unique texting preferences. When looking at texting trends, younger generations are more likely to text than older generations, and women text more frequently than men in all age groups.
- Do You Have Special Offers to Get Out Quickly? In our fast-paced society, everything seems to happen in real-time. So why not communicate with your customers that way? From airlines marketing empty seats on flights, to retailers using texting as part of their Black Friday holiday deals, to restaurants sending out nightly specials and offers, marketers are using texting to instantly let their customers know about special offers.
- Do Your Customers Need Updates or Reminders? Effectively keeping your customers updated about their purchases or upcoming appointments can help you improve the overall customer experience. Texting can let your customers know their packages are on the way, their flights are on time or their tables at restaurants are reserved.
- Improve CRM? The beauty of texting is that it is a two-way form of communication. This means it is a great opportunity to perform simple transactions or answer customer service questions, particularly with audiences like Millennials who are more open to using text messaging as a way to connect with businesses or services. Incorporating text messaging into your customer service operations can also improve your business efficiency, opening up the phone lines and customer service staff to handle more complex questions and issues.
- Blasphemy! Can You Use Texting for More Than Marketing Purposes — But Really for Brand Marketing Purposes? Texting campaigns can bring awareness to causes your business supports. For instance, if your business partners with an organization to end domestic violence and sexual assault, you can run a 30-second PSA during the Super Bowl to help viewers use text messaging to connect with the cause and speak up against domestic violence. (We did.)