Three-quarters of U.S. consumers say they buy things as a result of SMS messages from companies, according to a new study.
What’s more, 60% say they expect brands to text them at least once a week, according to Vibes’ Mobile Consumer Insights Report. On the other hand, 71% cite too many messages as the main reason they no longer want to hear from brands. Still, 25% said it didn’t matter how often they were contacted as long as it was relevant to their interests.
Why we care. Surprisingly, the popularity of SMS (and other channels) is driving improvements to email. Earlier this month, Google and Yahoo tightened the rules around authentication of outgoing emails, reported spam rates and the ability to easily unsubscribe from email lists. The tech companies are trying to stop the flood of emails that is pushing people to other channels and costing them money. The more effective text marketing gets, the worse it is for them.
Dig deeper: New rules for bulk email senders from Google, Yahoo: What you need to know
One of the reasons for SMS’ success is that consumers, for the most part, only agree to receive messages from companies they plan on buying from. Sixty-eight percent said they only sign up “for text message communications from brands that I’m confident I want to buy from within the next year.”
Also, while the likelihood of someone purchasing because of SMS increases along with income, it never drops below 69% for any cohort.
Vibes’ Mobile Consumer Insights Report (registration required) is based on a survey of more than 1,000 “mobile-centric consumers” in December of last year.
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SMS marketing, also known as text message marketing, has become an increasingly popular way for businesses to reach their customers. With the rise of mobile phone usage, SMS marketing has proven to be an effective way to engage with consumers and drive sales. In fact, recent studies have shown that SMS marketing leads to purchases by 75% of consumers.
One of the main reasons why SMS marketing is so effective is because it allows businesses to reach their customers in real-time. Unlike email or social media marketing, which can often get lost in a cluttered inbox or newsfeed, text messages are typically read within minutes of being received. This immediacy means that businesses can send out timely promotions or reminders that are more likely to result in a purchase.
Another advantage of SMS marketing is that it is highly targeted. Businesses can segment their audience based on factors such as location, purchase history, or interests, and send personalized messages that are more likely to resonate with the recipient. This level of personalization can lead to higher conversion rates and increased customer loyalty.
SMS marketing also has a high open rate compared to other forms of marketing. Studies have shown that text messages have an open rate of 98%, compared to just 20% for emails. This means that businesses can be confident that their messages are being seen by their intended audience.
In addition to driving sales, SMS marketing can also help businesses improve their customer service. By sending out appointment reminders or order updates, businesses can keep their customers informed and reduce the likelihood of missed appointments or delayed deliveries.
Overall, SMS marketing is a powerful tool for businesses looking to increase their sales and improve their customer engagement. With its high open rates, real-time delivery, and personalized messaging, it’s no wonder that 75% of consumers are making purchases as a result of SMS marketing campaigns. As mobile phone usage continues to rise, SMS marketing is likely to become an even more important part of a business’s marketing strategy.
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