Did you know that 97% of smartphone users text at least once a week? According to a study done by Pew Internet, texting is the most widely used application or basic function on the phone. In fact, it’s been estimated that the number of text messages sent each day reaches up to 6 billion.
This is not to say that email no longer holds a place in the world of marketing. There is no denying that email continues to occupy a large portion of internet users’ time. However, it would be rash to ignore the implications of the current statistics comparing the two mediums. Text messaging is an under-utilized resource for businesses looking to convey information to their customers.
There are a few key reasons that sms marketing should not be overlooked as a way for a business to communicate with their customers:
Saturation
Texting is relatively unsaturated. With only 1% of texts being spam, the texts that are sent are quality, not quantity. That means less of people ignoring what lands in their inbox, and more opening what they receive.
Growth
Text messaging is growing. Think about millennials and phone use; statistically, younger people are using their phones the most, and their behavioral patterns are the ones businesses need to watch.
Efficiency
Texting is more efficient than any other medium at a business’ disposal. Text messages have a 45% response rate with an average response time of 90 seconds, while emails have only a 6% response rate with a 90 minute response time. On top of that, this study suggests that text messages are opened at an overwhelmingly higher rate of 98% as compared to email’s 22% open rate.
With those statistics in mind, it’s easy to see the potential in using text marketing as a tool to reach your target audience. But, the issue becomes that of implementation. How, exactly, should businesses capitalize on this potential? An easy solution is to sign up with an existing marketing company who understands the importance of text messaging. Additionally, you’ll need to learn the best practices for communicating with your customer via texting. For starters, keep a close eye on making your content engaging, your messages timely, and your branding consistent. Be careful to make sure you aren’t over saturating your customer’s phones with text messages and you should see positive results.
Text marketing is growing, so make sure that you are taking advantage of this personal way to communicate with your audience. Jump on the opportunity while it’s fresh, hot, and successful.
