With open rates of 98% to 99% within 3 minutes, text messaging provides targetted connection with your database.
We have a real estate photographer client who was under a trade restriction, and when she was free of that, connected with her old contacts using a text messaging campaign. The campaign introduced her new business and invited people to visit her new website or to call.
She spent $23.70 and within the first handful of days had an ROI of 3,150%. I know you’re thinking that I’m embroidering the facts - not the case. You can check out her actual testimonial on our website www.woofsms.com.au along with several others who have enjoyed impressive returns.
By comparison, I read some interesting figures recently. According to the 2016 Email Marketing Metrics Benchmark Study from IBM Cloud and Ellis Jones, the Median rates for Australia & New Zealand for email are:
Open Rates 27.5%
Click Through Rates 1.9%
Conversion Rates 7.7%
This presents serious challenges for some marketers, and since lots of small business owners take responsibility for their own marketing, for lots of these guys as well.
“Not in my business!” I hear you say, “My email open and conversion rates are MUCH higher!”
Every business and industry is different of course, so your rates may or may not marry up with the statistics. But irrespective, the writing is on the wall - on average emails are becoming less effective.
I don’t know about you, but I regularly get over 70 emails a day, and on some days as many as two thirds of these are SPAM.
Not only is this annoying, but it damages the advertiser’s brand significantly. From my perspective, this puts them in the category of lacking in integrity.
Am I likely to buy from them if I DID need a door mat or photocopier, absolutely not!
It seems to me that the option to automate email campaigns has made it possible for business owners and marketers to abdicate their responsibility for considering carefully what is being sent, to whom, and how often.
But beware!! When you use a text messaging system, you can do the same thing – automate campaigns - so unethical practitioners, or even just thoughtless ones, are going to abuse text messages just as email has been abused.
If you want to maximise your reach with text message marketing, you need to be ethical, responsible, and keep your content relevant – if you can do that, the results can be staggering.
I’m not suggesting it’s one thing or the other. We all need integrated campaigns whether it’s for marketing or customer service and engagement. Our different audiences want to be spoken to in different ways, and we need to listen to what they want.
What I AM suggesting, is that you consider text messaging as part of your marketing and communication strategy – you will almost certainly be impressed with the results.
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For a free 30-minute strategy session to discuss how text messaging can blow your ROI out of the water and improve your Customer Engagement email me email@example.com