The Best and Worst Text Messages of November
Customer engagement rates with text messages are far greater than those associated with other marketing channels. According to marketing statistics, SMS open rates are a whopping 98%, with email falling short at only 20%. While customers prefer text to call or email, you have to be careful not to cross the line when utilizing such an intimate marketing tool.
To help you set boundaries in your messaging tactics and form sustainable relationships with your customers, we’re back with the next installment of our monthly series, featuring the Do’s and Don’ts of Text Message Marketing.
The Do: A tech company setting up an appointment with a customer
This tech company does a great job with messages that are...
1. Informational: Messages that provide accurate, timely, and relevant information to their recipient create reliable and dependable relationships with customers.
2. Helpful: When messages offer assistance by allowing the recipient to communicate their questions and concerns, the customer can depend on the company to give them the support they need.
3. Conversational: Instead of suggesting the recipient use specific code words like “change” or “cancel”, messages that allow the customer to respond freely provide real human connection, strengthening relationships.
The Don’t: A home goods company promoting products and seeking donations
This home goods company should work on the following…
Opting Out: When messages offer no opt-out guidance it can be very bothersome to the customer, creating distrust with the brand.
Personalizing Content: Diversifying message content is a great way to keep customers engaged. However, there is nothing to indicate that the company knows that the person will actually be interested in these things. A better approach would have been “We know you’re looking for easier ways to prepare meals, check out these great deals from Instant Pot.”
Proofreading: Texts sent with typos send bad signals to customers and take away from any value in your message.