“Retailers Should Be Texting Customers More: Here’s How to Do it Effectively” by Tom Sheahan via Total Retail

“Retailers Should Be Texting Customers More: Here’s How to Do it Effectively” by Tom Sheahan via Total Retail

While many industries have embraced short message service (SMS, or more commonly referred to as texting) as a meaningful way to communicate with customers, many retail brands still haven’t adopted the practice with regularity. As retailers consider changes in marketing tactics, increasing text message campaigns should be part of the discussion. People are on their phones a lot, but it’s important to note they’re shopping on their phones a lot, too. Mobile commerce (m-commerce) is on the rise. According to eMarketer/Insider Intelligence data, retail m-commerce sales hit $359.32 billion in 2021, an increase of 15.2 percent year-over-year. By 2025, m-commerce sales could more than double in the U.S. Sending a relevant, timely message is a great way to connect with consumers and potential customers in a place where they likely already do some shopping. Why Texting? Texting offers convenience, but also results. Research from OpenMarket indicates 83 percent of millennials open SMS messages within 90 seconds of receiving them. And Gartner research pointed at 90 percent of all people reading text messages within three minutes of receipt. These stats represent the fact that text messages are a desired form of communication for most, as also indicated by the amount of time people spend on their phones. Text message sends are also affordable, allowing retailers to reach their large lists of customers without breaking the bank. Retailers can send text messages for as low as pennies per message, depending on the SMS software provider. Related story: Soft Surroundings Sees Growth in Email, SMS Revenue Through Automation Texting as Part of an Overarching Marketing Strategy Text messages act as another touchpoint between a brand and consumers; they...