Why Text Messaging WORKS!

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The main goal for any Short Message Service (SMS) program is to bring in more new and returning customers.

It’s a low cost marketing strategy and highly effective when done right. There are hundreds of success stories and hundreds of fails. Understanding the role of text messaging in your business is the first step in making your market strategy a success.

Here are the top four reasons to use a text marketing strategy:

  1. Direct to interested, returning customers. SMS programs target those customers who have some interested in your business. You know because you’ve gathered their information during their first interaction. If you aren’t catching customer information during their first visit, Ovation can help fix that problem. It’s very beneficial to cater marketing efforts to returning customers because those “retained over 5 years can be up to 377 more profitable than ‘revolving door’ customers who use your service once.”¹ With a return like that it’s worth inviting them back personally, via text.
  2. Timely. Instant messaging is so aptly named. Your marketing message will be sent immediately and will be seen within minutes. SMS texts are read 98% of the time and 90% are read within the first 3 seconds.² This provides an opportunity to send what you want when you want. You can send out a lunch special that morning and get the desired turn out.
  3. Used by all. Everyone has a phone, and a vast majority of Americans have smartphones.³ Most consumers have this tool and a Twilio customer survey found 89% want to use text messaging to communicate with businesses. They also discovered messaging is the #1 customer service channel preferred by consumers in the US.⁴ The people have spoken, and they say we want a text, not an email, not a phone call, and definitely not snail mail! In fact, emails only get opened 20% of the time! Yikes.
  4. High returns. SMS programs work wonders for small and large businesses. For example, Carl’s Jr. generated $14 for every $1 spent on text advertising.⁵ A Vegas nightclub wanted to promote and event. To keep it exclusive they sent and invite-only text to their 2,000 mobile subscribers. As a result the club had about 220 more attendees and generated an additional $1,770 in admissions and $4,000 in drinks.⁵ A good strategy will bring in hundreds more customers than you expect. All you need is the customer info and the right strategy.

Text message marketing works. It’s worth implementing into your business. Starting a text message strategy can be difficult. We’ve also provided a “how-to” post on implementing a strategy for your business.

Want to chat? Shoot us your info and let’s connect so we can lean about your text marketing goals and see how we can help.

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  1. Reichheld F, Sasser E. Zero defections: Quality comes to service. Harv Bus Rev 1990 September-October; 105.
  2. Putman, Paul. “Big Data; Profiling Your Mobile Customers.” Dynmark, Acxiom, info.dynmark.com/hs-fs/hub/307137/file-650880813-pdf/whitepapers/Intelligence_Review_Edition2.pdf.
  3. Tammeorg, Brit. “7 Tips to Leverage the Power of SMS Marketing.” Convince and Convert: Social Media Consulting and Content Marketing Consultingwww.convinceandconvert.com/mobile/the-power-of-sms-marketing/.
  4. “Global Mobile Messaging Consumer Report 2016.” Twillio, 2016. Contributor Vanson Bourne
  5. Evan, Samuel. “SMS Marketing: 60+ Text Message Templates and Case Studies l Mobile Text Alerts.” Mobile Text Alerts Blog, 30 May 2018, mobile-text-alerts.com/blog/mobile-marketing-strategy-60-text-message-templates-case-studies/

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