Is Text Message Marketing Worth It? The Research
It can be hard to distinguish which marketing strategies will provide the greatest return. Everyone promises great things will happen when you follow their great idea. When it comes down to it, the numbers say it all. So let’s see what research has to say when it comes to text message marketing. We’ll do this by answering a few key questions that should be asked whenever considering an investment or strategy change.
Is this an avenue that will reach my customers/target market specifically?
Before investing time, energy, and/or money into something for your business, it’s important to know if you are going to a place where you’ll reach your customers. With the way social networks seem to pop up these days, this is an important question to ask. It doesn’t make sense to pay an employee to send out tweets if none of your customers or potential customers use Twitter. It doesn’t make sense to put up a billboard advertising your in-store classes in an area that is 200 miles from your store. So what do the numbers say about text message marketing?
[Tweet “Text messaging is the most used data service in the world.”] Source: Nielsen
[Tweet “81% of Americans text regularly.”] Source: Pew Research Center
[Tweet “96% of smartphone owners text.”] Source: Pew Research Center
[Tweet “95% of texts will be read within 3 minutes of being sent.”] Source: Forbes
And most importantly…..
Text Message Open Rate
Texts have a 99% open rate. (SinglePoint)
Bottom line, your customers are receiving and opening text messages and doing so happily. Shouldn’t they be receiving some from you?
How will it affect the way customers see my business?
Whenever you are considering your marketing strategy, it’s important to view your company from the customer’s perspective. Will this strategy excite the customer? Will it annoy the customer? Will it make us look outdated? Will it make us look up to date?
Let’s see what consumers say about companies that communicate via text messages:
[Tweet “64% of consumers are likely to have a positive perception of companies that text.”] Source: Harris
[Tweet “75% of people like offers sent via text (but no more than 2/mo).”] Source: Digital Marketing Magazine
Today’s consumer appreciates technology and the convenience that technology creates. By utilizing text message marketing, you’re making your customer’s life easier.
How does it compare to other marketing strategies?
Even if you had an endless supply of money, you would still want to use that money wisely. There are always multiple places for it to go. There are many strategies to choose from. So how does text message marketing compare to those strategies?
Text Message Marketing vs. Paper Coupons: One of the main ways small businesses use text message marketing is for texting coupons and coupon codes. Compared to paper coupons, it’s cheaper.
“More than nine in ten mobile coupon users will redeem a coupon or code via their mobile device for online or offline shopping in 2017.”
[Tweet “Mobile offers are redeemed 10x more frequently than print offers.”] Source: eMarketer
Text Message Marketing vs. Social Media: Text message marketing takes less time than social media, AND has a much higher guarantee on reaching your customers. Many social networks are pushing businesses into a pay-to-play zone. Unless you run ads, or pay to promote your social media messages, you will have a hard time guaranteeing your target market even sees the posts you are putting so much time into because you are competing with thousands of other posts. Text messages have a 99% open rate. Much, much better.
Text Message Marketing vs. Email: While email is still an incredibly powerful tool, text message marketing wins when it comes to open rates.
[Tweet “Text message open rate is 99% where email is at 22%”] Source: Techipedia
Text Message Marketing vs. Phone Call: Phone calls are important and may still be the answer at times, but there are also times when texting wins. While text messages may seem less personalized than phone calls, they also place less pressure and take less time. Imagine how much time you would save on calling customers to come pick up completed repairs if you could just text them.
[Tweet “A third of Americans prefer text to phone calls.”] Source: Pew Research Center
[Tweet “Texting is 10X quicker than phone calls.”] Source: Text Request
[Tweet “91% of people who text prefer it over voicemail.”] Source: RingCentral
We’re not saying you should cut out all of your other marketing strategies in favor of text message marketing. But we are saying that it can be a great replacement for or complement to some of the things you’re already doing.
What It Boils Down To…
So what do all of these numbers say? Your customers are receiving texts and want to receive them from you. Text message marketing is worth the small amount of time it will take. It will bring customers into your store and they will happily redeem the mobile offers you send them. The best time to start is now.