What has changed?
When you think of text message marketing, you might remember a past experience from 5+ years ago. Likely, the only way you found out your brand had a text message channel was through an in-store signage. Maybe you were hesitant to sign-up, because you didn’t have an unlimited texting plan on your phone at the time.
If you did sign-up, you still had no way of letting the company know what kind of content you wanted to hear about and how often. You likely only received plain-text messages that sounded robotic and impersonal, without photos or links to more info. The content was “one-size-fits-all” and not relevant to your interests.
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Fast-forward ahead to 2017, and a lot has changed:
- Unlimited text messaging plans: Cellular plans that include unlimited text messaging are now standard. In a recent survey of over 2,000 US adults, only fewer than 2% did not have unlimited text messaging. Because unlimited plans are now the norm, text messaging has become the most common activity people do on their phones. Nearly 99% of those surveyed said they regularly use SMS/MMS text messaging.
- People are shopping with their phones more than ever: With the rise of smartphones has come the rise of e-commerce. Most online retailers are now seeing the majority of their site traffic coming from mobile devices. Consumers aren’t just using phones to browse, they’re also buying with them more than ever. By 2020, nearly 50% of US e-commerce sales are expected to come from mobile devices.
- Email has become saturated: Email is a tried-and-true marketing channel, but its efficiency has been declining over time. Consumers’ inboxes are overloaded with messages from various brands all competing for their attention. Over the last 6 years, email marketing performance has fallen 43%— the average marketing email click-through rate for retail businesses in North America is now just 3.1%
- App retention is declining: Not only is creating a mobile app a significant investment of time and resources, but it can be challenging (and expensive!) to acquire new users. The average cost per install for shopping apps is now $4.45. Once you have users, it’s even more difficult to keep them coming back. Most consumers turn off mobile push notifications (shopping apps have 63% push notification opt-out rate on iOS) and often delete apps to clear up storage space.
What’s possible now?
Today’s consumers are eager to hear from their favorite brands via text. 98% of those surveyed were interested in hearing from brands about discounts, new products, personalized updates, and more through text messaging. What is different now?
- A seamless sign-up experience: Thanks to Attentive’s patent-pending “two-tap” sign-up, e-commerce marketers can now quickly and easily drive sign-ups from mobile web, social media, email, and more. Marketers can even A/B test to determine which sign-up promotions are the most effective.
- Consumer personalization and control: Attentive’s platform gives consumers the freedom to choose what kind of messages they want to receive, and marketers the ability to segment, personalize, and send tailored messages based on CRM and behavioral data.
- Optimization and proven results: With nearly 100% open rates (…when was the last time you didn’t check a text message?) and 30%+ click-through rates, text message marketing is a fast-growing, high-ROI channel for reaching today’s mobile consumers.
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