Unfortunately, many marketers don’t know how to incorporate SMS effectively, and often attempt to apply age-old email marketing tactics – which aren’t effective in this medium. When SMS is done poorly, businesses risk alienating large swaths of customers. But the findings of this report are also a cautionary tale because the opposite is equally true. “Marketers who’ve mastered the art of SMS are able to create campaigns that increase customer engagement and satisfaction, and ultimately drive revenue for their business.
“With bleak economic conditions projected for the coming months, it is increasingly critical to reach customers where they’re at – which in today’s world is via SMS,” said Kate Adams, SVP of Marketing at Validity. Reasons why shoppers get annoyed with brands
In fact, 28% who felt annoyed stopped doing business with a company and another 28% stopped purchasing from a brand they received annoying messages from.Īnother 14% also left a negative review of a company due to irritation. What brands can doīrands risk losing customers who feel irritated by brand communication. Preferred channels for receiving marketing messagesĪ whopping 96% of customers find themselves occasionally annoyed with SMS marketing, particularly when messages aren’t relevant to their needs or the products they purchased. Lack of purchase history and a disregard for customer preferences means that marketers risk losing customers and revenues. However, the line between a positive and negative brand experience is thin. But how successful is it really in driving sales and purchase intent? Based on a survey of over 1,200 customers late last year, promo messages reminding customers of abandoned carts and SMS marketing drove 38% of customers to make a purchase and 50% were influenced to purchase a product. SMS marketing has become a widely adopted practice. Why is that? Data quality expert Validity sought to find out. However, almost a fifth of respondents list SMS as their preferred brand communication channel and 16% would ideally like to receive these messages from brands up to three times a week. Text and WhatsApp messaging may seem like an outdated mode of marketing.
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