With search and social becoming ever more congested, churn rate going up and performance of email marketing flattening out, DTC marketers are branching out.
And SMS marketing is blowing up.
As a channel, it’s still nascent but it’s been growing steadily in the last 18 months.
In an interview with Digiday, Digishop Girl’s CEO told that 70% of their clients are already using SMS to find new ways to reach and engage customers.
In the same article, an investor and advisor to the DTC brand Judy explained that SMS campaigns are getting around 70% CTR and upwards of 25% Conversion Rate.
I gotta say that’s pretty impressive considering Mailchimp’s average open rate is 21% and CTR is less than 3% which isn’t too far from other industry benchmarks.
SMS can be a very personal and intimate communication channel.
I’m a bit torn, to be honest.
SMS and text messages are by far my favourite way to reach out to friends and family.
I was 28 when I finally gave in to talking to people on the phone and taught myself not to get anxious anytime my phone buzzed.
It seems that DTC marketers know how big a deal it is when someone signs up to receive as SMS and they’re being mindful of that when planning their campaigns.
For the time being, it seems that SMS marketing is working for DTC brands but it remains to be seen if and to what extent other consumer brands can use it as well.
Past surveys have shown that people do want to receive service-related information such as an appointment reminder but will they like brands to bombarding them with SMS marketing.
I have my doubts.
One thing is certain. There are new opportunities for brands that embrace empathy and offer personalised experiences as people continue to reward them with loyalty and engagement.
That said if you’re really serious about using SMS as a way to have ongoing conversations with your customers, you need to look for ways to prove the value of the service before you press send.