As marketers, our goal should always be to meet our customers where they are. As much as we may want to establish and control the parameters of every interaction, it doesn’t work that way. Greater success lies in letting the customer dictate how and where the conversation takes place.
Today, the preferred medium across the board seems to be texting. People—and not just younger generations—seem almost allergic to using an actual telephone these days. You can test this theory by trying to order a pizza in a room full of adults and watching people, one by one, claim “not it” on making the call!
Why does texting appeal to us so much? It’s easier, for one. It’s less intrusive and time-consuming. You can multitask while texting in a way you can’t while talking on the phone or composing an email. And, if done properly, it’s an effective channel through which to conduct business.
The open rate for SMS messages—99 percent—is simply staggering. Beyond that, it’s almost instantaneous; 90 percent of texts are opened within three minutes of receipt. In a world full of endless traffic and noise, texts seem to be one of the few ways to break through consistently. They’re certainly harder to shrug off than an… Read More