Go Back SMS Marketing Guide

Consumers Want You to Text Them

It’s true, consumers really want to receive text messages from brands. This lesson highlights what they’re looking for from SMS.

Texting is the primary way most consumers communicate with friends and family — and it’s increasingly the way that they want to connect with brands.

Survey says…

In fact, Yotpo’s latest consumer survey found that:

  • Consumers want to receive updates via text, but they’re also active on other channels.
  • Mobile shoppers crave personalized and exclusive mobile experiences.
  • Consumer adoption of SMS marketing as a channel is well underway.

So what does that mean for brands? It means it’s time to start texting.

SMS is an opt-in channel (and a popular one)

Because SMS is an opt-in channel, you know that the people who sign up actually want to receive your messages. That means a more engaged, more receptive audience.

The fact is, shoppers are always on their devices, which means businesses have to be, too. Most consumers are already signed up to receive texts from brands, and you can expect more to do so. Here are some stats about who’s opting in:

  • Over 80% of shoppers are already signed up to receive text messages from at least one brand
  • 76% of loyalty program members will opt-in to communicate with their favorite brand through SMS

SMS is convenient

In the age of information immediacy, texting enables consumers to always be in the know. That speed and convenience is why shoppers prefer SMS to other channels.

A recent consumer survey conducted by Yotpo showed just how convenient shoppers find SMS:

  • More than 57% said they would sign up for SMS messages in addition to emails because they want to know immediately about promotions, offers, and updates.
  • 53% of consumers said they want the ability to quickly communicate with the brand one-on-one through two-way text conversations
  • More than 55% said they prefer text messaging because it’s immediate, convenient, and allows them to quickly get updates.

Texting is one of the most effective ways for brands to get promotions, offers, and updates in front of shoppers, fast, and engage them with content that will quickly guide them down the path to purchase.

SMS helps brands personalize the customer experience

If you want to acquire and retain mobile customers, it’s imperative to send the right messages to the right shoppers at the right time. Every customer is unique, as are their shopping habits, and they don’t want to receive the same messages as everyone else. Shoppers are more likely to engage when the message is personalized to their interests, needs, and behaviors. In fact, 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.

The three things that most consumers (54%) want to receive via text are coupons, discounts, and promotional offers. By creating targeted messages and flows, you can send them personalized offers that have a higher likelihood of converting.

Brands should focus on creating personalized experiences by engaging each shopper with tailored messages and two-way conversations, building emotional connections that maximize CLTV.

SMS helps brands create an omnichannel experience

SMS marketing isn’t an either/or proposition. It’s not meant to replace existing marketing strategies, like email or social media. Instead, it should enable brands to create a holistic customer journey, leveraging each channel to better meet shoppers wherever they are.

Consider this: 46% of customers still prefer to receive messages from a brand via email, and 24% of consumers prefer to receive communications via both SMS and email. This presents brands with an opportunity to tailor marketing content to customers based on their preferred channel. For example, if a shopper is opted in to both SMS and email, you can use SMS for order status updates and flash sales, and emails for less time-sensitive content.

It may seem daunting to add another channel to your marketing mix, but it’s worth the effort. As mobile commerce continues to grow, so will SMS. And brands that are already leveraging text messaging to provide customers with a personalized, omnichannel experience will be uniquely positioned to weather the ever-evolving eCommerce landscape.

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