How Are You Opting Your Customers Into Text Messages?

The world has become highly connected, and it is almost impossible to find a person who does not have a mobile device on them at all times. Chances are, most of those people have the device in hand, and looking at it. The interesting part of this, however, is that the majority do not actually answer the phone when it rings. As many as 68% of people actually prefer text message communication to phone calls, and that number is steadily rising year over year. 

In order for companies to stay ahead of the curve, they have to ensure that they are communicating with their consumer base in the way their base prefers. If most people prefer communication via text messages, then companies need to find a way to reach their customers on that platform. Legally, a customer has to opt-in to receive text messages, but how do you go about doing that? What are the most effective ways to get your customers to opt-in, and continue to receive your messages? 

What’s in it for me? 

Customers have already spent their time looking for the best price, or the right brand. They have already completed their transaction online with ease, and have received their shipping updates in their email as promised. If they are already getting everything they need from a retailer, then why would they take the extra step to sign up for yet another thing? There needs to be an incentive for the customer to sign up. 

Customers are far more likely to opt-in for a text service if they know that by doing so, they’re receiving a service they would not otherwise have access to.  Retailers can offer exclusive discounts, including one “limited time offer of free shipping or 20% off if you opt-in for text updates now.” Exclusive access to customer service via text messages, faster shipping updates, or limited-time flash sales or promotion codes can all be offered to customers, and area all alluring enough for the customer to opt-in!

Promote Using Short Codes with Key Words

Asking customers to opt-in using a short number, such as “Text 12345 for more info,” is a fast, effective way to get customers to sign up on the go. A simple code that is seen on a receipt or even a billboard gives the customer a call to action that they can easily complete in a matter of seconds. Optimizing specific keywords to the brand or marketing campaign helps solidify a concept in a customer’s mind, making it easier for them to remember down the line if they were unable to opt-in immediately. 

Spending some time brainstorming on specific keywords for a brand or particular campaign, can pay off in many ways. The right keywords not only help consumers remember a brand identity, but they also can be carried over for SEO and internet marketing purposes. The consistent use of specific verbiage will help to yield results in not only text messaging opt-ins, but also down the line when customers are searching online for particular products or companies. 

Promote at the Time of Purchase

Email newsletter opt-in checkboxes are commonplace on online order forms now. At the bottom of the order, a simple checkbox states “I would like to receive email communication from ABC Company,” and the box is typically defaulted to check giving permission. The consumer then has to manually check the box to opt-out of email communication. Given this concept, it should be incredibly simple to then add a second line to opt-in for text message communication.

Additionally, the opt-in code and number can be included in the confirmation email sent after purchase. Including the information on a confirmation email allows the customer the ability to receive text-message shipping updates, and also allow the retailer the opportunity to communicate directly with the customer, offer an additional item or upgrade to the purchase before shipping, or even notify the customer when it is time to reorder their items. 

The Rule of Seven

Starting a list for text-message communication can be a slow but steady process. A retailer must not miss an opportunity to offer the service to its customers, as customers are prone to forget a product or service with only a one-off or sporadic exposure. A widely accepted marketing theory is the “Rule of Seven,” indicating that a consumer must be exposed to a product or service seven different times before it is solidified into their memory. 

In keeping this in mind, it is of great importance to ensure that all forms of marketing and media offer the ability to opt-in for text-message communication. The opportunity needs to be displayed clearly on the company website, order forms, flyers, postcards, receipts, billboards, newsletters, tv or radio ads, and even on business cards. The more frequently a customer sees that the best way to communicate with the company and receive exclusive offers is via text message, the more likely they are to opt-in for the service. 

Don’t Waste My Time

The reason why the vast majority of Americans prefer text message communication is simply because it is a fast & effective form of communication. With our increasingly busy lives, Americans do not have the time to spend on many different phone calls, and likewise, do not want to be inundated with spam text messages. With the exception of shipping updates, a general rule to follow would be to send no more than 1-2 text messages to a customer per week. This allows retailers to stay in front of their customers without the customer feeling as though they have taken over their text messages. 

A great way to achieve this is through specifically targeted text messages, personalizing the message to a certain group of people. Retailers should never simply mass-text their entire database.  Instead, text-only customers who have purchased a specific item that has gone on sale, or very specific customers who would be interested in a particular update. Customers will feel much more appreciated and heard with personalized messages instead of generic, blanket messages. They will feel as though the retailer respects their time and money, and will be more likely to continue with the text message communication, as well as follow the call to action. 

Conclusion

Text message communication is a far more effective tool than most retailers give it credit for. With a rising number of calls and emails going ignored on a regular basis, text message commerce can be a retailer’s most valuable tool with which to reach its customers on a regular basis. It allows the retailer to stay relevant without overstepping a boundary into overbearing. Text messages are the preferred method of communication for most consumers, especially millennials, and with proper use, retailers can effectively meet their customers in a more personal, service-oriented way while adding to the bottom line.