RIP email, you will NOT be missed.
Does your business utilize email marketing as a way to communicate with past, existing, or potential clients? Most of us, whether it is a truly effective marketing tool or not, will answer yes to this question. Email marketing has remained strong throughout the decades, proving to be a great way to reach out to various groups of people. However, just like the Backstreet Boys, email marketing’s glory days as an effective, relevant element are well in the past.
98% of text messages are read, compared to a whopping 22% of emails, and that is if you make it past their spam folder, which often remains untouched, other than a monthly clean out. With the rapid move towards mobile, how can your business ensure you are taking the correct steps to a truly effective, mobile marketing strategy? The 21st-century consumer needs to have three things to really feel targeted and spoken to: intimacy, urgency, and purpose. With these three things, your business can properly bury ineffective email marketing, and join the modern world’s business conversations.
Emails are largely known as the less intimate form of communication. For example, you most likely emailed the HR department about that job interview rather than texting them. Why? Professional communication has been through the email platform for decades, it is what people know and are familiar with, however, because of this email quickly developed an impersonal stigma. While millennials deeply care about a businesses’ stance on social issues, philanthropy, and customer service, when it comes to reaching this market, there is a vital personal factor. This generation that marketers now work hard to target has a simple catch: a push strategy has quickly changed into a pull strategy. What used to be pushing messages and news upon masses of people, the millennial-geared strategy is now pulling an interest or commonality from what a business owner knows about his desired audience. A mass message simply will not speak to a 21st-century consumer or fit the intimate, mobile platform.
If your business miraculously makes it past the customer’s junk mail, you find your second obstacle is that of reach. It takes roughly three days for the email to be seen and possibly opened compared to the 3-minute open time of texting. Nowadays, it is just common knowledge that emails are often either too long, irrelevant, or unnecessary. Staggering statistics continue to support the productivity and likeability of SMS texting. For example:
- 90% of consumers would rather receive offers from vendors through text.
- 64% of consumers prefer to text a business than call the business.
- 9 out of 10 searches on a mobile platform lead to action with more than half leading to actual conversion.
Mobile communication is fast, it is specific, and it is easy. On average, the response rate of texting is 60 times faster than that of email. We are a busy people group with constant stimulation and distraction, opening a long, dense email has become too much of a time eater and therefore, does not see the light of day.
A key difference to make in order to remain safe from the annoying-factor is that you are NOT a massive brand and therefore, texting becomes better suited for your needs as a small business. Take Nike for example, if you continually received updates on various promotions, sales, and news, irritation levels naturally increase as your phone is bombarded with the irrelevant information you simply do not want taking up valuable gigabytes. Be purposeful about what messages you send, when you send them and to who you send them to, so as not to cross the fine line of becoming a naggy, non-stop voice that your customer will then tune out.
It is vital to note that mobile marketing can be used inappropriately and really harm your business. Be vigilant as to when, why, and how you text your customers. For example, if your business makes contact with a customer before physical communication, the likelihood of conversion decreases by 39%. Mobile marketing is the new and improved way to reach clients, however, it is a delicate tool that must be strategized and perfected.
Statistics provided are pulled from the websites below http://onereachcontactcenter.com/high-demand-for-customer-service-via-text-message/http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white_paper_c11-520862.htmlhttp://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/