Why mobile messaging might be your next top revenue channel

How many unopened emails have you got in your inbox right now? If you’re anything like me, there’s too many to count, and they’re all just going to get mass-deleted by the end of the day.

But how many unread text messages do you have? Probably none, right?

As email inboxes become jam packed with work messages, communication with everyone from landlords to doctor’s offices, and appointment reminders, it’s pretty easy for branded messaging to get lost in the clutter (that “Promotions” folder doesn’t help either).

And those full-to-bursting inboxes might also be why consumers are increasingly asking the brands they love to just text them everything from sale notifications to shipping information.

This content was produced in collaboration with Attentive.

Here’s why mobile messaging might soon become your most important revenue channel:

Chances are, your customer would rather text

Text messaging used to be an expensive way to stay in touch, since phone companies often charged by the message. However, these days, most cell phone plans come with unlimited messaging, and because it’s so easy to dash off a message, texting is quickly becoming many consumers preferred form of communication.

In fact, 98% of U.S. adults ages 30-49 text on a regular basis, according to a 2014 study by Pew Research.

That number jumps all the way to 100% for consumers ages 18-29. And many of those text-savvy consumers would much rather text than communicate in more traditional ways.

A recent survey by MarketingStrategies.com found that 68% of millennials would rather text than email.

As customers grow increasingly more comfortable with using text messaging the same way they use email, brands who take the opportunity to communicate with audiences via text could unlock a powerful new revenue stream–if the message is right.   

Personalized messages drive engagement

Think about the last text message you sent: it was probably to a friend or family member, right? Now think about the last email you sent. That was mostly likely for work.

Text messaging is inherently more personal than email, so personalized messaging matters. Everyone hates getting a generic message sent to a giant group chat, so make sure your customer feels you’ve sent a message intended for their eyes only.

Site visits, product views, add-to-cart, and purchase information are wellsprings of data around the types of messages your customers might want to receive.

And unlike an email, where overflowing inboxes make messages easy to ignore, when was the last time you ignored a text?

According to MailChimp, only around 19% of emails are getting opened, but the open rate for text messages is around 99%.

When it comes to texts, utility matters

But while texts should feel personal, they should also serve a purpose.

Of the 62.7% of consumers who are already receiving text messages from brands, most signed up for text messages to make their shopping experience easier.

According to research from Attentive, 96.6% of customers who have opted in to branded text messaging are interested in receiving shipping information, while 95.5% want to know when a product they’ve been eyeing goes on sale.

Text message marketing that focuses on finding just the right balance of personalization and purpose is much more likely to be a hit with time-strapped customers than a wayward email to a crowded inbox.

Getting started is simpler than you think

As consumers embrace the idea of getting texts from their favorite brands, early adoption could be the key to getting audiences to opt in.

Here are a few tips for creating a killer text strategy:

1. Define your goals

Before you launch, make sure you’ve got clear expectations for the channel and a plan for measuring success.

2. Grow your subscribers

There are myriad ways to quickly scale your list, including acquisition tools for mobile & desktop web, email, social channels, paid media, in-store signage, and even mailed promos.

3. Leverage data for targeted content

Send personalized messages at scale by leveraging real-time browsing and buying data. For example, you could create a drip campaign for new subscribers with a welcome offer, set up an abandoned cart reminder, send automated shipping updates, or notify about a new product or exclusive offer.

For more information about how you can use personalized mobile messaging to drive revenue, download Attentive’s new white paper “Personalized Mobile Messaging: Your Next Top Revenue Channel.”