Whenever I share a screenshot of a friend’s funny text on social media, someone always points out to me how many unread text messages I have.
“Why do you have so many unread texts? And who do you ignore? My friends often ask me.
The truth is, most of the texts I don’t know are from real people. These are usually quick marketing messages that I signed up to receive at some point and ended up forgetting.
Whether you’ve signed up for a mobile service, pharmacy alerts, furniture store promotions, or some other listing, you’ve probably also received a few text messages that you’ve blatantly deleted, declined, or ignored.
With experiences like the ones above in mind, you might think that SMS marketing is no longer effective. But, in 2021, when people are more attached to their phones than ever before, we could be wrong about the strength of SMS promotions.
It turns out that a recent study by Simple texts shows that SMS marketing may still be very much alive.
The study, which surveyed more than 1,300 consumers and marketers, found that more than 76% of brands plan to invest in SMS marketing in the next year, while 62% of consumers have opted out. subscribers to receive SMS from at least one brand in the past year. .
Below, we’ll dive into the study’s research, explain why some marketers might still consider SMS strategies, and jot down some takeaways for an effective campaign.
Why SMS might come back in force
While members of our blogging team once said The SMS needed to be “out of its misery” due to all the other messaging tactics in the world at the time, no one could have anticipated the changing landscape brought on by COVID-19. During the pandemic, which left most people trapped in their homes, people turned to their phones and electronics more than ever, with 76% of consumers reporting an increase in screen time.
When it comes to texting, 61% of consumers significantly increased or increased the daily time spent on their text apps.
Effectiveness of SMS marketing in 2021
According to Simple texts, 62% of consumers have opted for SMS from at least one company while 43% of consumers have specifically subscribed to one to three brands.
When it comes to the effectiveness of text messaging, consumers respond to marketing texts that require a much faster response than emails. While most people respond to emails within half an hour to an hour, 72% of consumers respond to texts within 10 minutes.
Besides fast response rates, text messages can also receive very high engagement. 43% of business owners and digital marketers surveyed who use SMS marketing report click-through rates between 20% and 35%.
An interesting piece of the Simple texts A survey finds that 52% of brands reported an increase in membership rates between 2021. However, almost 10% reported a decrease in memberships in the same year.
While the increase in opt-ins is in line with the increase in display time and text messages, the opt-out increases suggest that consumers may be as quick to unsubscribe from text message content as they are. they are to subscribe to it.
the Simple texts study and other research indicate the reasons why people might opt out.
- Too many SMS from one brand: 60% of Simple texts respondents say they have unsubscribed from SMS alerts from brands that send them too frequently. In addition, 56% of these consumers prefer to receive only one text message from a brand per week.
- Too many texts from several brands: If you crank up your text rate to two, keep in mind that your followers might be inundated with tons of texts from other brands as well. While your texts can still be meaningful, you might find you are more susceptible to unsubscribes simply because subscribers are fed up with all the SMS alerts.
- Meaningless content: Like email marketing, you’ll need to hook your reader and keep them engaged with the content they signed up for. Sending too much promotional content, boring content, or content that is not what they signed up for can lead to unsubscribes.
Tips for launching a good SMS strategy
While SMS is certainly not dead, SMS or conversational marketing platforms can be difficult to master. When considering or crafting a text-based strategy, keep these quick tips in mind.
- Know your nobody: While people can sign up quickly to receive your messages, it won’t take much for them to opt out. Make sure you know exactly what your audience members are looking for and how often they want to receive that content to avoid sending meaningless texts that get ignored.
- Give subscribers what they signed up for: Remember, subscribers trust you with their contact details, and if you’re not transparent about what to send or how often you text them, they could quickly choose. outside. Make sure you stay consistent with what they expect.
- Remember, less is more: No one wants to blow up their phone with tons of insane over-promotion tests. Before launching an SMS campaign, ask yourself questions such as “Am I contacting people too often?” And “Will they even engage with this content?” If you’re worried about the content being ineffective, consider streamlining your SMS calendar and sending only the most important textual content.
To learn even more about message and SMS marketing strategies, check out the great resource below.