What is Text Marketing?
Text marketing is the practice of sending mass text message alerts to customers who have opted-in to receive texts from a brand. Like a vanity 800 number, text marketing is a low-cost and effective marketing tool.
Also called SMS marketing, text marketing is a broad term covering multiple commercial text messaging practices. It is a great tool to provide sign-up links, polls, contests, and limited-time offers.
Customers Must Subscribe to Text Marketing
Unlike advertising your toll-free number or sending an email campaign, text message marketing is strictly subscriber-only. A company cannot send messages to individuals who did not opt-in with express written consent.
Companies that fail to secure written consent before sending an SMS marketing campaign can face fines anywhere from $500-$1,500 per text message, which could get expensive fast.
Examples of text marketing opt-in methods include:
- After seeing an ad, consumers text a keyword like “WORKOUT” to the company’s shortcode — a unique five to six-digit text marketing code.
- Shoppers sign up via a form on a company’s website.
- Customers opt-in at the checkout counter.
By giving consent, consumers indicate their willingness to receive things like promotional offers and text message coupons.
Reward Opt-In with an Immediate Offer
Experts recommend offering an incentive immediately after a customer subscribes. When someone opts-in to your campaign, appreciate him or her with a special offer. An example of a reward message might be:
Thank you for subscribing to Company’s text offers! Use code MEMBER and get 20% off your next purchase.
Today’s turnkey software can enable existing landline telephones and 800 numbers to support business texting.
Advantages of Text Marketing
Globally, five billion people send and receive SMS, which is about 65% of the world population. In the United States, 80% of the total population use text messaging. People are carrying their phones and checking text messages.
Customers open 90% of text messages within three minutes of receipt, and they can inspire immediate action. No other marketing channel even approaches this open rate.
Text is the preferred marketing channel for the 77 million millennials in the United States. They would rather receive notifications, delivery updates, and promotions via text. About 20% say they never check their email, but they are often on their phones.
SMS marketing is straightforward and easy to implement. Like the tracking software included with your vanity phone number, text providers include software to manage contacts, send text messages, and analyze results.
Text marketing is a cost-effective digital marketing channel. Rather than spending on costly advertising, a business can send targeted and engaging messages.
Why Customers and Businesses Like Text Marketing
Here are four reasons both customers and businesses appreciate text marketing.
Business texts are limited to 160 characters, which makes it easy to read in a fast-paced world.
The short format helps businesses create targeted and specialized messages.
Because texts are standard in personal communication, most people check their messages multiple times a day. They look at a text quickly after receiving it. Moreover, there is no spam filter as there is with email.
The direct and straightforward nature of text messages can help stimulate an immediate purchase. It can also cultivate lasting relationships between brands and their consumers.
Success in any marketing channel requires monitoring and responding to metrics. Business text marketing is easy to track. Through your provider, you can see your campaign’s results, including the number of texts sent, messages received, and engagement.
4. Rapid Customer Feedback
Customer feedback is valuable for businesses. Brands can initiate surveys via text and receive results in relatively quickly. People open texts more than 90% of the time, compared to only 20% for emails.
Text Best Practices
Customers value SMS marketing because done correctly it is quick and painless. Businesses get the best response rates when they keep SMS texting short and uncomplicated.
Here are some tips for a quality text marketing campaign:
- Get opt-in.
- Keep messages short and simple.
- Offer something of value.
- Include a link or call-to-action.
- Include keywords that represent your brand.
- Always give customers a way to unsubscribe.
Business Text Messaging is on the Rise
Like custom 800 numbers, text messaging is an inexpensive and effective marketing tool. Used correctly, companies can increase engagement, improve conversion rates, and build customer relationships.