Delivering your message in a convenient, frictionless way, SMS marketing has arguably become the most effective and scalable way to engage customers and create an exceptional experience that boosts overall lifecycle value.
With open, response and click-through rates as high as 98%, 45% and 15%, respectively, texting easily outperforms other ways of connecting with customers, who now also prefer texts when interacting with businesses: 91% of consumers already receive business text messages, or are interested in doing so, and 64% think businesses should text them more often.
While texting is second nature in our personal lives, knowing exactly how to start can be challenging for businesses. What are the best texts to send? How do you truly engage customers?
To answer these questions and to help you refine or even kickstart your business texting, we’ve put together a primer on how to text your customers and create seamless digital experiences that drive company-wide outcomes.
Texting is a two-way street
Until recently, SMS marketers deployed one-way texting, sending generic, impersonal text blasts to huge numbers of people in seconds. Customers, however, quickly became apathetic and annoyed after being inundated and having no way to respond, and the effectiveness of one-way texting drastically declined.
Thankfully, current business texting strategies are no longer so confined, having embraced the power of two-way texting. Two-way texting involves one-to-one, relationship building interactions between businesses and customers via text. In other words, a conversation.
And like any in-person conversation, you need to have something meaningful and interesting to say, especially because customers want to talk to you about their concerns and their needs. It is this kind of open communication that serves as the foundation of a great customer experience.
Personalize, personalize, personalize
People now expect personalization in their customer experiences. Messages tailored to their unique needs make them feel appreciated and create authentic connections that help build trust and loyalty. This is why 72% of consumers say they only engage with personalized messaging and 91% say they are more likely to shop with brands that provide relevant offers.
Start by using their name and sending messages relevant to their specific needs, purchases, and customer journey. Are they looking to buy a house? Send them a message about mortgage options. Did they just purchase a new telecom plan? Reach out to see if they have any questions or are interested in an upgrade.
CTAs always perform better when there is a link to help customers follow through on their next step. Instead of buried in an inbox, links included in texts are an easy, effective way to guide customers to their destination.
That said, be mindful of which links you send. Only include links to relevant information about the action they should take concerning the specific issues they’re facing at that point in their journey. The house-buyer needs links to loan documentation whereas the new mobile plan user needs links to help with onboarding.
And don’t forget to make your links mobile-friendly. Your text will be read on a mobile device, so the link you send will also likely be opened on mobile browsers.
Right time + Right message = Engagement
The goal of marketing is to turn engagement into action, but sending the wrong message at the wrong time can turn a customer off you entirely.
Make sure you reach out with the right message at the right time for where customers are in their unique purchasing journey and overall lifecycle. For example, sending a welcome message during the customer onboarding process makes them feel taken care of. If a customer purchases a new product, linking to online FAQs reassures them you’re there to help.
A relevant, well-timed message makes it easier for customers to complete a task, reducing the friction that often muddles CX.
Compared to email or video marketing, texting is highly efficient. In a few simple words, you can quickly connect with a customer on their preferred channel, likely already in their pocket or close at hand.
But even with a direct line, nobody wants to sift through a long-winded message with a confusing CTA just to decipher what you’re asking. People will simply not engage.
Be clear and concise with your language, keep it short and sweet, and get to your purpose as quickly and simply as possible, where you motivate customers with a specific CTA. But don’t forget – even in short messages, always look for ways to build in personalization!
Remember your ABCs – Always be compliant
No matter the text or texting strategy, your messages should always be compliant with both legal requirements and best security practices.
Legislation like the Telephone Consumer Protection Act (TCPA) dictates strict legal requirements for texting customers. Broadly, this means businesses must obtain explicit consent from consumers to receive business texts (unless they have an established business relationship). Failure to do so can result in costly fines and an erosion of consumer trust.
While not a legal requirement, ensuring your business texting platform is secure helps your company protect customer information. One of the most recognized security standards is SOC2, which certifies that a technology has rigorous security policies in place to safeguard customer information.
The engine of growth
The power of texting lies in its unique ability to combine information with personalization, convenience with effectiveness, security with precision – all of which lead to better engagement.
SMS marketing supports your business goals by creating frictionless experiences throughout the customer journey which help nurture long-lasting relationships through secure, engaging personalized interactions.
And leveraging the data you collect with each interaction helps continually refine your messaging strategy and opens up new opportunities for even more meaningful conversations, driving better business outcomes across your whole company.
Book a demo today to learn more about driving better business outcomes with texting.