No matter what you do, there will always be some subscribers who choose to opt out of your mobile campaign. The opt out rate for mass text messaging is relatively small, approximately 3.7 percent, according to a study by Hello World. Although opt out rates are typically low, it’s important to do what you can to reduce the number of people who choose to unsubscribe to your mobile program. To decrease opt outs, you first need to recognize the most common reasons why people choose to do so.
Hello World’s Retail Mobile Marketing Benchmark Report showed that the opt out rate for text message campaigns differed based on the day of the week. During the week, the opt out rate for mobile campaigns was a mere 1.8 percent. However, when messages were sent on the weekend, that rate went up significantly to 5.8 percent. Based on this data, you should send your messages during the week and limit the number of texts you distribute outside business hours.
Avoid texting on the weekends unless you’re sharing information about a special event or sale.
Too Many Messages
One of the biggest reasons that people choose to opt out of a campaign is too many messages. Potential customers may subscribe to your mobile program, but if they feel inundated by messages they will soon tire or become annoyed. Therefore, it’s important to limit how many messages you send to ensure they retain their impact and do not incite people to unsubscribe.
According BlueHornet’s Consumer Views of Email Marketing Report, the optimum number of texts to send is 1 to 2 per week. Although this is a good guideline to follow, every situation is unique. Reviewing your campaign data will help you recognize the optimal frequency for your company.
The Tone or Content
Creating the ideal content for your mass text messaging campaign can be difficult. Since you’re communicating with so many people at one time, there’s always the chance that your message won’t resonate with somebody. However, there are actions to take to reduce the chance of this happening.
Typically, it makes sense to avoid using abbreviations, text speak, industry terms, and slang, as this may alienate or confuse your mobile subscribers. You should also be careful about the type of humor you use in your messages, as some people are easily offended.
Not everyone shares the same humor, so be careful when sending jokes.
The best way to avoid potential issues is to create messages with a professional tone in line with your brand’s message.
Irrelevant Content or Incentives
Another common reason that people start to opt out of campaigns is that the content or incentives are no longer relevant or interesting to them. Some of this is simply out of your control. For example, someone may have signed up for a discount to your store to buy a gift but have no reason to continue to patronize your business. Additional reasons may be that customers have moved, their tastes have changed, or a myriad of other situations.
However, some people may choose to opt out of your mass text messaging campaign because they feel that the content is irrelevant to them, even if they still conduct business with you. To avoid this, it’s important to send out a variety of message types so that your mobile subscribers do not become bored. You should also change up the offers or incentives you send out.
Negative Experience with Your Company
If a customer has a negative experience with your company, it may also prompt them to opt out of your mobile program. Their opt out could be a result of purchasing a poor product, a bad customer service experience, an encounter with rude employee, or some other unfortunate incident.
Good customer service increases customer retention.
Although these situations can have a negative impact on your total mobile subscribers, they are not directly related to your campaign. By ensuring that you reduce the potential for poor customer experiences across your company, you can keep your mobile opt outs under control.
Continually analyzing your mobile program’s data can help you determine what is working well for your business. One important metric to consider is your opt in and opt out rate. If you see a spike in opt outs at a given time, then it’s important to look where your campaign may need some work. If you are unsure whether you send too many text messages, read this helpful Group Texting blog post for further information.
Mobile marketing has become increasingly popular as smartphones have become more prevalent among consumers. According to Mobile Marketing Watch, the spending for mobile marketing increased by 100 percent in 2013. If you are interested in taking advantage of the many benefits of adding text messaging to your marketing efforts, then it’s important to find the right text messaging service.
Because text marketing has become popular, there are many companies which offer this type of service. When you assess your options, you need to look at more than just the total cost to choose the right partner for your business.
Types of Services Provided
Text message services offer more than just the ability to text your customers.
The very first thing you should ask a potential text messaging service provider is the type of features they provide for clients. It’s important to find a company that offers the services that match your needs and will help you to achieve your business goals. Some agencies offer package deals that include text and digital marketing components, while other companies simply offer a text messaging system. You also have options with text message services such as long codes, short codes, shared codes, keywords, contact management, sending mass texts, sending texts to a small group, sending individual texts, receiving texts, and automated texts.
The Platform and Other Features
In addition to the services provided by the company, you should also ask about the platform and other features. Having a platform that is easy for you to use when it comes to managing your contacts and creating your messages is important. Some platforms also have the ability to save templates and schedule texts to send at a specific time.
A very important consideration when comparing text message service providers is the wireless carriers with which they are compatible. It’s important to find a service that works with all the major wireless carriers, such as AT&T, Sprint, Verizon, and T Mobile, as well as smaller mobile carriers. The more carriers with which you can work; the more clients that can sign up for your service.
Choose a service with more carrier partners to ensure greater coverage.
Reporting and Analysis
Reports, data, and analytics are essential components to help you ensure that your text messaging campaign is successful. You want to continually review your reports in order to see what works, and what does not work, so that you can make necessary adjustments to your campaign. Therefore, it’s important to discuss with your potential partners the type of reports and analysis they offer as part of their services.
No matter how tech savvy you may be, you always want to work with a company that offers excellent client support. If you have any type of issue, you need to be able to contact someone quickly and get the issue resolved so that you can continue with your text messaging service.
When you look for a company with which to work, you want to find one that has been in business for several years. Beyond just experience offering mobile marketing solutions, it’s also important to find a company that has experience in your specific industry, according to WiseGeek. Every industry has its nuances, so you want to work with someone who will be able to offer you the best solutions and advice to succeed within your industry.
How the Fees and Costs are Calculated
The total cost of the service is always going to be a significant factor in choosing the right company with which to work. When you compare the different costs, you should be aware of how the fees and costs are calculated. Different businesses structure costs differently, so services may look as though they are less expensive when they may end up being more expensive. Consider monthly service charges as well as per message costs when looking at different text message marketing companies.
Make sure you have accurately calculated the cost before comparing quotes.
When you search for a text message service, you want to be sure that you choose the right one the first time. Going through the different features and asking appropriate questions can help you find the right match for your company, business goals, and situation. If you are ready to start text messaging for your company, then try Group Texting for free.
Customer service is an essential component of your company, whether you sell goods or offer services. One way to enhance your customer service is to offer easy ways to connect with your clients or customers. As mobile usage becomes more prevalent, and more people are turning to their phone to connect with businesses, offering text messaging as one avenue for customer service provides a way to be present in an area where people already are.
It is important to find ways to connect with and support your customers.
According to January 2014 data from Pew Internet, around 90 percent of American adults own a cell phone and 81 percent use it to send and receive texts. Additionally, 44 percent of people sleep near their phone to ensure they do not miss any messages or updates, and 67 percent check their phone for phantom messages. If you are looking for ways to use text messaging as a customer service tool, then try one of the following five strategies.
Send Out Reminders
People’s schedules are filled to the max, making it easy for them to forget about appointments. Therefore, one effective way to use your text message service is to send out reminders about upcoming appointments. This works very well because people can easily add the appointment to their calendars in their smartphones. Additionally, people check text messages faster and more often than email and voicemail.
In addition to appointment reminders, you can also choose to send out reminders for other events. For example, if you regularly host live events in your club or restaurant or manage a theater, you can share reminders about upcoming events to those who purchased tickets.
Allow Customers to Text Questions
According to a recent study published in eWeek, about 52 percent of consumers would prefer to text with a customer service representative about a problem rather than the current methods available. Additionally, around 47 percent said that being able to text would lead to a higher satisfaction rating. By offering this type of service, you are fulfilling the desires of your customer base.
Customers with questions or problems want the ability to just text the question.
If you choose to offer live texting customer support, you need to have dedicated agents who understand the SMS system and can easily engage and answer any questions or solve problems. You can also set up your texting system to have automated responses for certain keywords, which can be a good first line of customer support.
Text to Order System
An SMS system can also be used to make it easy for people to place orders, especially for restaurants. Instead of having to call or order online, people can text in their lunch order while at work, making it easy for them to just quickly come by and pick it up at a designated time. You can also include delivery options to make it even easier for people to order food, whether during a short lunch break at work or to be delivered home after a long day.
When you send a package to clients, you can offer them the opportunity to get delivery updates on the package via text message. This can include important information such as when the package leaves your facility, when it checks into different points along the way, and when it is delivered.
Keep customers informed on their package with text updates.
You can also update about any delays or problems, including whether you need additional information to fulfill the delivery. Because people check text messages so often, you can feel confident that your customers are well informed about the delivery process.
Send Updates About a Project
Text messaging can also enhance customer service for companies in the construction business, including plumbers and electricians. If you need to update one of your clients about a project, then you can send a text rather than calling or emailing. This makes it easy for your clients to receive the message at their convenience and get back to you if they have any questions, or if you need any additional information from them. This can also be used for other industries in which you are completing projects for a client, such as printing, advertising, automobile service, and more.
There are many different ways that you can use your text message service for more than just advertising and customer engagement. By offering text messages as another avenue of customer service, you can boost your customer retention, which in turn will improve your bottom line.
To learn more about why text messaging is worth the investment, read this helpful Group Texting blog post.
Your calls to action are the most important element of your text message marketing campaign. A strong call to action encourages your customer to take the next step, whether that means redeeming an offer, opting into your mobile program, or purchasing a membership. By better understanding the role of the call to action and what constitutes a strong one, you can be sure to always include a powerful call to action in your messages and increase your campaign’s success.
What is a Call to Action?
A call to action, also known simply as a CTA, is the part of a marketing campaign, whether print, digital, television, or text messaging that directs the user to take some form of action. This could be to click on a link, visit a store, opt into an email or text messaging campaign, or take part in a contest.
Encouraging customers to on a link is a popular CTA.
Without a call to action, you are simply sending information to the public without trying to get them to engage with your business. This significantly limits the impact of your message, making your campaign less successful. Even though text messages have a 98 percent open rate, you want your subscribers to do more than just read your messages. Therefore, it’s important to create a strong CTA on all text messages, in addition to on your other marketing platforms.
What are the Elements of a Successful Call to Action?
A call to action does not always look the same. The best strategy for your company is dependent upon your campaign goals and other unique features of your business. It is important to recognize what you hope to accomplish with your text marketing campaign to ensure that you include the right type of call to action. According to mobile company Waterfall, there are four basic elements of a successful call to action: incentive, clarity, compliance, and strategy.
What are Some Best Practices for Creating Effective CTAs for your Text Marketing Efforts?
When creating your CTAs, you should keep in mind the benefit for the client or customer. You are asking them to subscribe to your mobile program, so you it may make sense for your business to reward them somehow. Although the easiest incentive is to simply provide a special offer, you can also offer other benefits, such as the chance to become an official brand ambassador or to win a prize. This type of incentive works twofold in that it rewards mobile subscribers and increases your numbers by providing some added motivation.
Offers help encourage your customers to take action.
When creating a call to action, it’s also important to make it clear and understandable. For example, you should use a simple keyword with no punctuation or special characters to avoid confusion. You should also avoid complex URLs, busy graphics, excessive text, and other things that may make it difficult for people to focus on your CTA and act.
Why Use An SMS Call to Action?
According to an article in Ad Age, a test campaign by Shedd Aquarium found that an SMS call to action had 325 percent more entries than the web-based CTAs, even though only 25 percent of the ads included it. This shows that more people are willing to take action with mobile than other mediums, demonstrating the power that text messaging currently has for businesses. More than 90 percent of the population has their phone near them at all times, making it easy for them to take an action no matter the time or place.
By keeping your business goals in mind and ensuring your CTAs have incentive, clarity, and compliance, you can create text messages that draw customers in and increase your business. If you are ready to put your new strategies for creating a powerful call to action to work, try Group Texting for free.
According to a study published by the Ohio State University, the restaurant business is a challenging industry. Close to 60 percent of restaurants fail in the first year. To help increase your chances of success in this competitive industry, it is important to develop a comprehensive marketing plan targeted towards your customers. One popular means of reaching more customers is developing a group texting program for your business. Mass text messages have an open rate that is close to 100 percent, and offer redemptions are higher via mobile than any other channel.
You can grow your restaurant business with text message marketing.
To take advantage of this lucrative marketing opportunity, you need to do more than just send out random text messages. With a smart plan, you can capitalize on the benefits of the medium and attract more patrons to succeed in the restaurant business.
Advertise Seasonal Menus
Many restaurants take advantage of seasonal fruits and vegetables to create specials and menus which are only available during the summer months. If you offer seasonal menus, then you can use group texting to inform your customer base about your specials. This may help to inspire those who may not have been to your restaurant in awhile to come back to try something new.
Exclusive, Personalized Offers
Another approach to consider with your text messaging campaigns is creating exclusive and personalized offers. With today’s advanced technology, you can develop tailor-made offers for your frequent customers. This can include sending out special birthday messages, using location targeting to connect with loyal patrons in a specific geographic area, or sharing offers on their favorite dishes.
Use customer data to create special birthday offers for your loyal patrons.
When you send out offers via text message, they should always be unique to the medium. The same offers should not be sent to your email list, shared on social media, or posted on your website. In order to make the most of your mobile marketing campaigns, customers should feel as though they are gaining access to something special and unique.
Texting is a fast-paced way to connect with potential customers. According to a study by Mobile Squared, over 90 percent of people open texts within three minutes. This makes mobile an ideal channel for distributing special deals for specific times, such as a lunch special or happy hour event.
Send a text message with lunch offers a couple hours before lunch for the best outcome.
You should always send out your text messages within a few hours of the actual time, which is enough time for customers to plan to take advantage of the deal and keep it fresh in their minds. According to Next Restaurants, engaging customers while they are hungry is a great way to avoid being seen as a bother with your marketing messages.
Customers love convenience, so one way to attract their attention is to offer the option to text orders for delivery or take-out. This is especially attractive for those who have a short lunch time and want to avoid lines, and may not have the time to stop in to pick up their order or wait around for it to be prepared. You may also want to send a reminder close to lunch about your text ordering options to remind customers of this helpful feature.
Offer text ordering and delivery to attract customers with short lunch breaks.
Updates About Special Events and Musical Guests
For restaurants that host special events or musical guests, group texting is an effective way to remind people about your upcoming schedule.
A text message can remind your customers about your live music schedule.
If you are already using email to reach your customers, you may have sent out a message with a schedule of special events for the month. The trouble is that if you’re relying solely on a monthly email message to get the word out about special events, people may forget what’s happening at your restaurant every week. A simple text message outlining the weekly schedule may motivate more people to come. You can also use text messages to remind people about reservations to avoid having empty tables.
With the right timing and frequency, text messaging is an effective way to attract customers to your restaurant and ensure that you remain in the black. By thinking of creative messages that go beyond a simple offer, you can further engage customers and motivate them to choose your business over your competitors. Learn more about text message marketing by reading this helpful Group Texting blog post!
Text message marketing can be an effective tool for engaging customers and sharing information, tips, and special offers. However, it comes with a limitation: 160 characters. This limit corresponds with the amount of text that can be included in a single message through most carriers and cell phones, including smartphones. As technology has improved, the character limit has remained, making many people wonder about its origins.
Character Limitation: A History
Text messaging has been around since the 1980s, although it became more popular as a form of communication in the late 1990s and early 2000s. One of the founders of text messaging, Friedhlem Hillebrand, came up with the magic number when he was playing with a typewriter and discovered that one line of text had approximately 160 characters, according to an article in the LA Times.
The typewriter influenced the character limitation of text messages.
At the time, basic mobile technology limited the amount of data that could be transmitted and received. When Hillebrand and others were looking for the standardized amount of text that could be transmitted and displayed, he found himself returning to this number. He believed 160 characters would allow enough room to convey a message while remaining small enough to transmit.
Why Has it Not Increased?
A limitation of 160 characters seems reasonable when taking into account early mobile technology of the 1980s and 1990s, but with today’s high-tech smartphones and increasing ability to send large amounts of data, it seems as though this number could increase. However, most wireless carriers still limit the amount of data in one message to 160 characters. The reason comes down to infrastructure.
Cell phone towers are still set up to only send a certain amount of data per text.
Most carriers still use a special channel that was specially made to transmit SMS messages. The infrastructure for wireless telecommunications, including the network of towers that send and receive the calls and messages, still has system hardware restrictions which impose limits to the size of SMS messages. Even phones that look as through they have sent and received longer messages have most likely had them broken down to smaller messages for the actual transmission, according to WiseGeek.
Why Is it Important to Remain Within the Limit?
Even with the changes in technology, you still need to respect the character limit when sending out messages to your customers. Although a significant number of wireless carriers now offer unlimited text messages per billing cycle, some customers may still have a limit on the number of messages they receive. You could end up costing your customers money by sending them messages with more than 160 characters.
Don’t be tempted to go over the 160 character limit.
Another reason to be conscious of the limit is that most marketing messages are 160 characters or less. This means that when your customers receive your text, if it is longer than 160 characters it may be broken down across multiple messages. Although some phones automatically self-correct this issue, multiple messages could lead to confusion and misunderstanding among some of your mobile subscribers.
Tips for Sending Short and Concise Messages
Although 160 characters seem like too little space to convey your message, it is adequate to share information. Some people overcome the limitations with special abbreviations and slang, but as a business, it’s good practice to avoid this type of speech. It can make your company seem unprofessional and may confuse some users.
Avoid text speak and abbreviations as a way to shorten your message.
Instead, you should stick to sending basic information in your text messages. If you want to share more information with your customers, consider sending a link to your website along with the message. It’s also important to remember to include your company name or signature when determining the length of a text.
Although the 160 character limit was initially identified due to technology and infrastructure limitations, it still remains intact today despite mobile technology advancing in leaps and bounds. Therefore, you need to keep this number in mind anytime you create a text message campaign for your business. If you are ready to get started with SMS marketing, try Group Texting for free today!
Text message marketing campaigns can help extend your business’ reach and increase your sales, whether you own a brick and mortar store, a salon, a restaurant, a club, or a nonprofit organization. They not only work well as a communication tool on their own; they can also complement other marketing channels for a comprehensive campaign. There are certain things you should know before launching your first mass texting effort to not only ensure you get a high rate of return, but also remain compliant with federal and state regulations.
State and Federal Regulations
The Federal Communications Commission (FCC) is the main federal body governing the use of text messages for marketing purposes. There are two laws that outline practices for mass texting: the Telephone Consumer Protection Act (TCPA) and the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act. Basically, these rules mean that you cannot send a text to anyone unless you have written permission from them, there must be a way to opt-out of messages, and any message you distribute must be identified as an advertisement. You are also required to disclose how frequently you plan to send out text messages, potential carrier costs and fees, and other pertinent campaign information.
Before starting any campaign, be sure you fully understand the relevant laws.
In addition to adhering to the FCC’s guidelines, you also have to follow the guidelines set forth by the CTIA and the Mobile Marketing Association, which govern the mobile industry as well. Your state and local government may also have certain laws in place regarding commercial text messages. To avoid fines, lawsuits, and other potential action against your business, be sure that you understand the regulations before you launch your first campaign.
How Opting-in and Opting-out Works
Consent is one of the most important aspects of the FCC guidelines, and you should be fully aware of how opting-in and opting-out works before you begin your campaign. There are several ways that your customers can opt in to your mobile program. For example, they can text a keyword to a short code or number, or they can sign up on your website or at your store or business. Whatever approach you decide to take regarding opt-ins, you must receive written rather than verbal permission from your customers before you send them a text message.
You need more than just a thumbs up to prove you have permission to text.
When customers opt in, they should be given all the pertinent information related to your text marketing campaign. This includes information related to the frequency of your messages, whether or not an auto dialer is involved, whether or not their information is shared with third parties, and whether or not message and data rates apply. Most businesses choose to add this information to their website. You can include a link to your terms and conditions in the reply text after a mobile subscriber opts-in.
It’s also important to make it easy for your clients to opt-out of receiving messages. The simplest way is to allow customers to text the keyword STOP in order to discontinue messages. Most importantly, if someone opts out of your campaign, you have to honor that opt-out by making sure they no longer receive texts. If the opt-out is not instantaneous, then you need to inform your customers about the length of time it will take.
Once you are fully aware of how to remain in compliance with your mass texting efforts, it is time to start developing your marketing plan and deciding on the type of messages you will send. To do this, it helps to know your goals. Perhaps you are interested in increasing sales, raising membership levels, getting more people to visit your club or restaurant, or boosting awareness about your company or organization.
Before starting, think about what your target and goals are.
The more precise your goals, the better your chances of creating a successful campaign. You can have short term and long-term goals in mind as well. According to Convince and Covert, one way to develop goals for your text message efforts is to look at your current business goals and find ways that your mobile marketing strategy can help achieve them.
Your Intended Audience
The other important thing you should know before launching your first text message marketing campaign is your intended audience. Your messages need to be written for your customers, not your peers. The more knowledge you have of the likes, dislikes, and behavior patterns of your typical customers, the better you can target your campaign to appeal to this audience.
The more time you spend preparing for your first text message marketing effort, the stronger your foundation will be. Better preparation helps minimize potential risks for your business while maximizing potential returns from your marketing campaign. When you are ready to start using text messages to connect with your customers, try Group Texting for free!
Sending out relevant offers and discounts to your mobile audience via text message is an effective way to grab their attention. This is true whether your business sells products, provides services, or if you are looking to increase membership at your club or organization. According to Mobile Commerce Daily, a recent study found that approximately 75.3 percent of mobile shoppers have redeemed a coupon on their mobile device. Although this includes more than just text messages, it shows the potential for attracting more customers or clients by sending out offers via text.
To fully capitalize on the possibilities offered by text message marketing, it is important to create the right offers. There are a number of simple actions you can take to increase your offer redemption rates.
Review What Worked — and What Didn’t
The old standby, “If it ain’t broke, don’t fix it,” can apply to redemptions of mobile offers. If you have previously created successful offers with high redemption rates, then you should stick with the same basic formula. Reviewing your past text message campaigns can help you recognize what appeals most to your customer base, and what does not. Your campaign data will illustrate what has worked and what hasn’t in the past.
Your data will tell you what works, and what doesn’t.
Once you have an idea of what inspires your customers to act, you can build other text message campaigns based on similar ideas – and avoid creating messages similar to those that have failed. However, it’s important to remember that variety is also important, so use your previous successes as a foundation to create new messages, rather than just sending out the same exact messages over and over.
Discover the Best Time
Message timing also influences offer redemption rates. If you send out an offer too early or too late, then some people may miss out on the deal, or forget to redeem it. Therefore, you want to time your text messages in a way that will inspire your customers to act. For example, if you are sending out a lunch coupon for your restaurant or café, then you should distribute your message mid-morning before people have made plans for lunch that day. If you are distributing coupons for shopping via text message, you should do so on a day and time where most people will be ready to take action.
It is also important to respect that text messages, unlike email, often arrive with an audible alert. Therefore, you should not send out your messages early in the morning or late at night. The last thing you’d want to do is frustrate your customers by waking them up. It’s also good practice to avoid sending messages during popular commute hours, as they may not be seen immediately by recipients.
Limited Time Offers
Send out deals that quickly expire to prompt quick redemption.
People enjoy coupons, but offers have to be memorable, otherwise they may look at them and then forget to use them. Adding a short time table to your offers helps motivate people to take action within a specific window of time. Your customers will not want to miss out on an exciting limited time deal from your business, so they will be less likely to put it on the back burner and forget about your offer.
Offer Unique and Creative Discounts
You do not want to offer the same discounts every week, nor should you distribute the same deals to your email subscriber list as to your mobile subscriber list. If all your deals are the same across every channel, your audience may quickly become bored by your marketing messages. Potential customers will not feel as motivated to take action because they can always wait until the next message with the same coupon arrives.
In addition to offering unique deals, you can also get creative with your marketing messages. Instead of always sending a 20 percent off coupon, you might offer a free product to customers that spend a certain amount on their next purchase from your business. There are also a number of ways to increase customer engagement with your text marketing campaigns.
You can offer unique discounts via text message related to popular holidays.
For example, if you have a restaurant or club, you might send a text message offer with an exclusive discount on a new menu item or special seasonal beverage. Alternatively, you can have your clients answer a trivia question correctly to redeem a special coupon.
Choose Words Carefully
When you send out an offer via text, you have a 160-character limit to get your message across. Therefore, the wording you choose really counts. It’s good practice to use active words that encourage customers to act now, or compelling terms like ‘free’ or ‘limited time.’
Free is a powerful marketing word.
According to Street Fight Magazine, ‘free’ is one of the words that continually prompts people to read an offer. In addition to using compelling language in your marketing text messages, you should also never leave out any pertinent information about the deal, such as a minimum purchase amount, deadline, or any special limitations.
By taking the time to craft compelling messages, you can build a text marketing campaign that will inspire people to take action and redeem your offers, rather than just dismissing or forgetting about them. Following these basic guidelines and reviewing your past campaign data can help you create stronger campaigns. If you want to learn more about building an effective text message marketing campaign, read this helpful Group Texting blog post.
Text message marketing can help boost your business’ bottom line. It can be used to engage with customers, keep them up to date on your latest products, and provide special offers and rewards. However, like any marketing effort, you run the risk of alienating customers if you overwhelm them with messages. Finding the perfect balance of the number of messages to send your customers can be difficult, but there are some signals to watch out for that can help you recognize if you’re sending too many texts.
You can send too many text messages, which could lead to losing customers.
Although there is data based on market research that provides an estimate of the best practices, each situation is unique. In order to determine when you have reached the perfect number of text messages per week, you should monitor your metrics.
Spike in Opt-Outs
The customers who receive text messages from your business have signed up for your mobile program. Therefore, they are already primed for your marketing messages. However, you can easily turn these hot leads into cold ones by sending too many texts. When customers get tired or annoyed by your messages, they will choose to opt out of the campaign. You will always have a certain number of opt outs, no matter how perfect your text marketing effort. According to Cellit’s Retail Mobile Marketing Benchmark Report, the average rate was about 3.7 percent.
Spikes in your data are key clues to the success of your campaign strategy.
If you see a huge spike in the number of opt outs, then you have a strong indicator that something went wrong. If you have recently increased the number of text you have sent out, then you will know that you have reached your limit and need to scale back.
Fewer Offer Redemptions
Another metric to monitor is redemption rates of the offers and rewards you’ve distributed. If you find that fewer people have redeemed the offers, then there is a chance you have sent out too many texts. If you’re constantly sharing offers, then your mobile audience will not feel as though they need to redeem them right away, which could lead to a drop in sales. Additionally, they may start ignoring what you send out, including text updates with other information beyond just discounts.
Complaints from Your Customers
An easy way to recognize that you have sent out too many text messages is direct complaints from your customers. Some customers may complain even if you hardly ever send texts, so it is not about individual complaints. Instead, you should look to see if there is a pattern in the complaints you receive and respond accordingly.
A significant increase in customer complaints means you are doing something wrong.
The Best Number of Texts to Send
Although every situation will be slightly different, the latest market research data shows that the best number of texts to send to your clients is 1-2 per week. BlueHornet has surveyed more than 1,000 customers for the past three years about different forms of marketing, including text message marketing. Based on the data from the survey, a vast majority (89.3 percent) of customers believe that one to two per week is the right amount. This provides enough engagement with the customers without exhausting or annoying them.
Typically, 1-2 texts a week is the ideal number.
Although studies have shown that 1-2 per week is the ideal number of texts, this number may not necessarily work for your business. Analyzing your campaign data can help you determine the best practices for your company. If you notice any negative activity, then you know that you are sending too many texts and need to alter your strategy.
Learn more about mobile marketing strategies and how to build a more effective campaign from this GroupTexting blog post.
“The customer is always right” is a well-known mantra used across industries as a way of demonstrating the importance of treating customers with respect. Any time you start a new marketing campaign, respect has to be considered in the planning process to ensure that you do not unintentionally chase away customers.
Mass SMS campaigns can help entice your customer base to patronize your establishment while also building brand loyalty and extending your reach. However, you also run the risk of alienating customers if you choose not to abide by text marketing best practices. By following some simple rules, you can ensure that you do not unintentionally frustrate your customers with your text messaging efforts.
Although brand loyalty exists, many customers today can be very finicky. To ensure customer retention, you have to go the extra mile by demonstrating that you not only care, but you also respect them.
Keep your customers happy by demonstrating you care and respect them.
When it comes to text messages, using them commercially is still a relatively new practice, and you run the risk of sending unwanted texts, also known as spam. Unlike with email, receiving spam texts can hurt customers because many carriers still charge for sending or receiving texts, including those that come from commercial sources. Therefore, it’s important to ensure that everyone you are distributing text messages to has opted in to receive these communications from your business. Respect your mobile audience to ensure you retain your customers, not chase them away.
Text Marketing Etiquette and Federal Guidelines
When you start a text messaging campaign, you need to abide by federal and state guidelines regarding commercial SMS messages. To reduce the frequency of spam messages, the FCC has passed certain rules under the Telephone Consumer Protection Act (TCPA) and the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) Act. The guidelines are fairly simple. You have to clearly identify the messages as advertisement or solicitation, offer an opt-out, and you must have the consent of the user before sending them texts. State regulations regarding commercial text messages vary, so it is important to know the rules before you start.
Beyond these federal regulations, you are also expected to respect the customer by adhering to certain etiquette surrounding the timing and frequency of the texts.
Customer Privacy and Preferences
Customer privacy should be a top priority for your business, especially with regards to text message marketing. You have to ensure that you safeguard the information in your own database from any hackers or other fraudulent use.
You must keep your data safe and secure from any hackers.
You also have to set up the opt-in to your account in a way that protects the user data. In order to increase opt-ins for your mobile program, you may want to let customers know upfront that you will never share their personal information with a third party. This helps build trust. It is also important to respect any opt-out that your customers may wish to do. Not only do you have to do it by law, but you also will have a better relationship with your customers if you make it easy to opt out.
Text messages cause a larger disruption than email, often involving a ring tone to alert the person that he or she has received a message. Although this works in your favor by increasing your open rates, it also means you have to be more respectful of the timing. You want to be sure that you only send your mass SMS messages during the business day, avoiding early in the morning or late at night. Be sure to remember to compensate for different time zones when necessary.
Watch what time you send texts, especially to other time zones.
Additionally, you want to provide your customers with enough lead-in time to be able to redeem any offers or promotions. If you want to share a flash sale or other specifically timed offers, be sure to give your clients some notice. For example, if you are a restaurant and want to offer a lunch special for that day only, send it to your mobile customers around 10AM so they have time to make their lunch plans.
In addition to timing, you also have to respect how many texts you send to customers each week or month. You should be open and honest about how many texts you plan to send, as well as for what purpose. The ideal number of texts to send per week is around 1 to 2. If you declare in the terms and conditions how many texts you plan to send, be sure to adhere to that amount. In 2012, the Pittsburgh Penguins were sued for sending too many texts. This is an extreme example of what happens when you do not respect the contract, whether legally binding or just based on etiquette, between you and your customers. The most common response is your customer opting-out and choosing not to frequent your establishment.
Respect and text marketing have a close relationship. In order to gain the most from the numerous benefits of this highly lucrative marketing campaign, you have to develop your plan on the foundation of respecting your customer base.
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