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Let’s Talk About Text Message Marketing

Let’s Talk About Text Message Marketing

I’ve just gotten back from speaking at several jewelry industry conventions, where I was lucky enough to talk to plenty of retailers and brands. And while I was there, I noticed something really funny. When we were talking about marketing a business through their website or on social media, pretty much everyone was comfortable and on-board. But once the topic of SMS marketing – otherwise known as text messaging marketing – people aren’t quite as enthusiastic.

[Tweet “98% of text messages are opened, compared to roughly 20% of email messages.”]

That’s not necessarily surprising. SMS marketing is still in its infancy. 80% of consumers report having never received a commercial message via text message; that being said, almost 60% of shoppers say they’d like to participate in a text-based loyalty program. Who wants to carry a card when we already always have our phones with us?

There are two reasons text message marketing is especially powerful. The open rate is phenomenal: 98% of text messages are opened, compared to roughly 20% of email messages. People open text messages quickly. On average, it takes 90 seconds for someone to open a text message. When it comes to email, the whole process is much, much slower – it can take 90 minutes (or even longer!) before your email message gets any attention.

Important things to know about text message marketing include the fact that campaigns have to be opt-in and that less is definitely more. We’re still working on determining what the ideal frequency of text messages might be, but currently it looks like the sweet spot is right around two messages per month. More than that, you’re a pest; less than that, you’ve been forgotten.

Consider how you could use text messages as a customer service tool. Today’s customers are increasingly phone-phobic. Ask them if they would prefer to receive a text when a special order arrives, or when their favorite brands go on sale. Done properly, text message marketing is perceived as service, rather than sales. It’s still seen as a demonstration of how much you care about your customers on a personal, one-to-one level.

Do you know you’d like to add text messaging to your marketing mix, but you’re not sure where to start? Give us a call: we’re here to help!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office