While most savvy PR and marketing teams enthusiastically pursue social media strategies, many may neglect another communication channel that could offers untapped potential (and also risk): texting. Organizations targeting younger people may especially benefit from text messages.
A new survey from OpenMarket, which offers cloud-based mobile messaging solutions, reveals that millennials prefer to communicate with brands through texting over email or other communication methods. Millennials, defined as those born between 1977, are 77 million strong and represent almost a quarter of the U.S. population.
Three-fourths of the 500 millennials surveyed find text reminders about appointments, deliveries, payments, promotions and other brand messages helpful. However, only 30% receive texts from companies they do business with regularly.
“As the survey results reveal, companies have a massive opportunity to connect with millennials by communicating via text messaging,” said Jay Emmet, OpenMarket general manager, in a press release.
Caveat before you see the data: Spam texts offend most folks – even millennials. Texts work in a marketing strategy when the recipient has given permission for text messaging. Offending potential customers with intrusive spam texts is a serious marketing risk – especially since the texts may potentially increase their telecom bill if they exceed their data limits.
What Millennials Want in Brand Texts
Specific types of alerts millennials receive include product offers and coupons (62%), account activity payment reminders and potential fraud alerts (59%), order alerts or delivery notifications (56%), general appointment reminders (51%), security authentication prompts (32%), and satisfaction surveys (22%).
Millennials find text alerts helpful because they’re “an effective way to be reminded on their own time” (60%), “one less thing to have to remember” (57%) and “the most convenient way to be reminded” (55%).
Millennials receive anywhere from none to five texts from businesses a week. Almost 20% don’t receive any. Most (60%) prefer two-way text engagement with companies because it’s convenient, fast and easy to use.
Millennials love texting. No revelation there. Three-fourths would rather lose the ability to talk on their phone than not be able to text. Survey respondents say texts are generally more convenient and less disruptive. Almost a fifth (19%) never even check voice mails. Most open the text messages within 90 seconds after receiving them.
Not an Interruptive Marketing Strategy
The CAN-SPAM Act regulates text-based marketing, also called short message service (SMS) marketing, to protect consumers against spam. Messages must be permission based, meaning consumers must opt-in to receive the texts, Steve Calderon tells Hudson Valley Public Relations. Calderon is president of HVRewards which helps businesses with text marketing.
In addition, best practices dictate that marketers include the disclaimer: “Up to 4 msgs/mo, Std msg&data rates may apply. Reply STOP to cancel, HELP for help” to inform people they are opting in to a subscription campaign.
“Consumers are extremely connected to their phones and text messages are reserved for their inner circle. If they let you in, make it worthwhile for them. Make it fun and offer real value.” Calderon advises.
More Best Practices
Some other best practices include:
- Ensure messages are relevant to the entire database.
- Include a strong call to action. Make sure the consumer sees and feels a sense of reward.
- Offers should last only a short time. Offers that last for three or four days create a sense of urgency.
- Don’t send your customers something that requires printing or opening an email to retrieve.
- Limit messages to four or five per month – six at most. Never be annoying or overbearing.
- Resist using short hand, which makes messages appear amateur and unprofessional.
- Don’t send out the same incentive every time. Mix it up messages to keep them fresh.
- Monitor and measure your sales results from SMS marketing campaigns. Also measure your stop rate. Sales trending down indicate disinterest in your offers. Stop rates trending upward indicate that you are not providing value and possibly offending customers.
Bottom Line: Text marketing may offer an unrealized marketing and PR opportunity. Texts messages are millennials’ preferred communication method with businesses, yet most receive few texts from brands. Businesses that follow best practices can keep customers engaged through text marketing.
