business messaging blog
Is your SMS campaign personal and relevant?
Scott Navratil

You can’t say enough about the importance of having a mobile marketing campaign. With nearly every US adult on some sort of mobile device, there’s no better way to reach your target audience. The heart and soul of any mobile marketing campaign is text message marketing. There is no other marketing channel that allows you to send a message that 99% of your audience will see (most within minutes). It’s no wonder that so many business owners are investing in SMS marketing. Many who have taken that leap however aren’t seeing the results they wanted. One of the most likely reasons for this is that the message they’re sending isn’t personal or relevant. With text message marketing, you’re paying for every single text you send. It’s important that every text counts. A well-crafted message that is both personal and relevant will produce the best results.

Consider these results from a recent study.

Consumers are engaging with mobile

According to a study by Hipcricket that looked at consumer’s attitude and behavior regarding text message marketing, approximately 60% of consumers report that they engage with brands across various channels. Here are some statistics from the study:

  • 12% report following brands on Twitter
  • 81% receive an email or newsletter from at least one brand
  • 47% follow brands on Facebook
  • 47% of consumers opt-in to receive texts from businesses

In all of these channels, content plays a significant role.

Many brands are missing the mark

The same study found that in the past 6 months, two thirds of participants reported that they received a text or mobile alert from a brand. But only 45% of them found that text/alert to be useful and relevant. That means many businesses are missing the mark when it comes to SMS marketing. Here are some more findings from the study:

  • 52% said the message seemed like spam and was intrusive and annoying
  • 46% said the message wasn’t relevant to their interests
  • 33% said the message didn’t offer them anything of value

In other words, brands need to do a better job at offering personal, relevant content to consumers whether that’s through text, email, or social media.

A relevant and personal message makes all the difference

The study concludes on a positive note. Approximately 41% of participants said they were willing to share more personal information with brands that offer incentives such as mobile coupons or deals. In other words. Customers are willing to engage with brands through mobile channels, but only when they perceive value from that relationship.

The goal for any business owner investing in mobile marketing then should be to make sure any content being sent to consumers is relevant to them and offers them something of value



Chantel Fullilove

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