Every marketing channel has a unique selling point that makes it appealing to consumers. For text message marketing, it’s the level of convenience.
Known for its quick, to-the-point content, SMS marketing has taken the B2C world by storm. SMS open rates are often higher than other marketing channels, which some have attributed to the ease and reach of mobile phones.
Amanda Albert, founder and CEO of Vanda Solutions, a creative mobile marketing solutions agency, spoke to us about how best serving SMS subscribers means enhancing the convenience they’ve come to expect.
“The business world has been slow to adopt text message marketing, but most businesses are getting there. However, the next level of that communication channel is beyond just marketing. It’s providing tools that subscribers can use right away,” Albert said.
According to Albert, one of the most helpful tools to aid SMS subscribers is convenience — and not just when you’re alerting them about a new promotion or product. True convenience also gives consumers autonomy over their interactions with a brand.
Albert, who is an avid shopper with a local store in her neighborhood, isn’t always able to pick up her items when the order’s been fulfilled. Fortunately, the text messaging service provided by the store allows Albert to inform them of any changes she might need to make.
The consumer’s ability to interact with your brand and go about their daily routine will determine just how well your SMS marketing fits in with their already existing usage habits. Consumers are aiming for simplicity, after all. This often is why you see them rely on the same brands or choose communication options (like SMS subscriptions) that work best with their lifestyle.
When consumers are forced out of their routine, it also causes them to re-examine the usefulness of a brand’s communications. After all, having to call a brand or stop in the store defeats the purpose of being on a text line.
“It’s like a one-way street of convenience and then it stops,” said Albert. “Brands should be thinking about: ‘How can SMS elevate the already existing customer journey?’ ”
Consumers have an innate need for convenience, and SMS marketing has built-in functionalities that make offering it much easier. Remember to prioritize convenience in your SMS marketing campaigns to enhance value for consumers.
