According to a recent study, consumers are warming to text-message marketing.
In a recent study shared with Mediapost, marketing services provider Yotpo, which has raised $101 million in funding and works with a variety of prominent companies, including Steve Madden, Everlast, and Esurance, analyzed the impacts email and text-message marketing are having on consumers. The findings show that text messaging could improve your reach with customers.
Here are five key stats you should know about as you work to implement text-message marketing in your business:
In its study, Yotpo found in its survey of more than 800 consumers across 38 countries, that 51 percent of consumers would allow for their favored brands to send them text messages. Better yet, 54 percent of consumers said that those same brands could send them coupons and promotions via text message and they’d be just fine with it.
According to the study, 76 percent of people who are in a corporate loyalty program would sign up for text messages from the company. That could create an entirely new and beneficial target market that could generate significant revenue lift.
In e-mail marketing, it’s great to have a 30 percent open rate. But Yotpo found that text messages sent by companies to consumers have an impressive 98 percent open rate. So chances are, whatever you send to your customers via text message, they’re going to open it.
How you send text messages to customers matters, as well. If you offer personalized messages instead of generic content, you’ll find more value in your text messaging. In fact, more than 54 percent of consumers said that they would be more likely to purchase products from a company if a text message they received was personalized to them.
Speaking of those personalized messages, you should know that 70 per cent of consumers who receive them are likely to refer a company to a friend or family member. So, if your business relies heavily on word-of-mouth marketing, personalized text messages could go a long way in boosting your business.
BY DON REISINGER, TECHNOLOGY AND BUSINESS WRITER@DONREISINGER