Younger Shoppers Want Text Messages From Brands
In today’s fast-paced world, customers are increasingly seeking convenience and personalization in their interactions with brands. One way businesses can cater to these preferences is by utilizing SMS marketing, which has proven to be an effective and popular communication channel among consumers.
According to recent statistics, a staggering 91% of consumers are interested in receiving text messages from businesses. This high level of interest can be attributed to the numerous benefits that SMS marketing offers both customers and brands. For instance, text messages have high open rates, with 82% of consumers claiming to read every text they receive. This results in a 36% click-through rate, which is significantly higher than other marketing channels such as email and social media.
Customers appreciate the immediacy and directness of text messaging, as it allows them to stay informed about special offers, deals, and discounts without having to sift through cluttered email inboxes or scroll through social media feeds. In fact, 48% of customers prefer receiving special offers via text message, and 28% of consumers subscribe to branded emails for the sole purpose of being notified about sales, promo codes, or coupons.
SMS marketing also fosters a sense of loyalty and appreciation among customers. More than half of the consumers surveyed opted into text message marketing when they were about to make a purchase or became frequent shoppers. Additionally, 1 in 3 people feel valued by texts from brands, while 1 in 5 feel excited by them.
However, it is crucial for businesses to ensure that their text messages are relevant and personalized to each individual customer. A majority of consumers (78%) express frustration when they receive generic messages that do not cater to their specific needs or interests. To avoid alienating customers, brands must embrace advanced personalization techniques and reassess their marketing approaches.
SMS marketing presents a valuable opportunity for businesses to engage with their customers in a direct, immediate, and personalized manner. By leveraging the power of text messaging, brands can not only improve customer engagement and loyalty but also gain a competitive edge in the market.
I have 15 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a speaker, consultant and former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.
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