In modern marketing, customers expect a holistic experience, especially with sales and customer service outreach. They’re appreciative of the follow-ups — if they ordered online, many will welcome a text asking how it went after they received the delivery. Similarly, if they make a purchase on their phone, they expect to be able to reach customer service later via email or web chat. Because customers use so many means of communication, businesses have to keep up via omnichannel messaging and conversational messaging. These practices keep the conversation going and result in more sales revenue.
Text marketing is the latest method to experience development in omnichannel messaging, as customers have responded well. Many clients appreciate discounts, sales announcements, and more via text marketing and SMS campaigns, but that’s just the beginning of what you can accomplish to attract and engage a customer via text.
A New Look at Today’s Text Marketing Trends
In 2017, 79% of polled customers expressed an interest in receiving text messages from their favorite brands — but in 2020, that number increased to over 90%. Customers are used to it and expect it as part of omnichannel messaging and brand communications. Why? Text marketing is brief. It’s easy to ignore if you don’t want to see it, but even if you do, the message will be short. Even an unread text message (if glanced at) can serve as a reminder of a brand’s presence.
SMS campaigns also capitalize on immediacy, as most people have their phones on them at all times. While a consumer may not have email notifications pop up for email sales campaigns, they usually check out their text messages, so that’s where you want to be as part of the process.
Personalization Is Pertinent in Text Marketing
Personalization is a critical element of keeping a customer engaged via SMS campaigns. While it’s helpful to address the customer by name, it’s even more useful to reference an item they bought or information they gave you. For example, a pet supply company might inquire about a customer’s pet by name before asking if it’s time to order more flea and tick products this spring.
Personalization is also about ensuring the message hits at the right time. Did you catch your customer when you wanted? If your data suggests they’re in a time zone a few hours behind you, that’s something to keep in mind if you’re sending them a morning message. A 6 a.m. message may translate into an annoyance rather than an opening for conversational marketing. Omnichannel messaging software, such as Mitto, can help you determine what to say and when to say it.
Text Marketing Is Here To Stay as Part of an Omnichannel Messaging Strategy
What does the future of text marketing look like? Conversational messaging is expected — customers want to be able to respond to your texts and talk to a person rather than an automated menu like they might get if they call or use a web client. With omnichannel marketing software such as Mitto, you can capture and initially engage with a customer on one platform while making the customer feel more comfortable and satisfied with a text marketing follow-up.
If you reach out to a customer on all channels and pay attention to where they respond, you’ll notice that a growing number of consumers are interested in conversational messaging via text. To meet customers and their expectations, it’s time to embrace text marketing as part of your omnichannel messaging strategy.
