Texting is the most personal form of digital communication. With 200,000 texts sent every second, mobile marketers harness the power of instant messaging to connect with their audience cost-effectively and on an individual basis.
In the past year, we have seen several innovative text message marketing campaigns from brands that used SMS to provide exclusive early access to highly sought-after experiences.
As consumers become more comfortable with messaging, expect brands to use this channel for even higher profile engagements in 2022. And while we haven't seen any sign of texting going away anytime soon, there are four notable trends that marketers must consider when engaging with consumers via text.
Growth of Messaging as a Customer Service Channel
The millennial generation is largely driving the growth of text messaging as a customer service channel. According to a study, over 50% of customers text customer support agents instead of phone conversations.
Today, companies rely on SMS text messaging for customer support more than ever before. The reason is simple: texting enables customers to get quick, easy answers to their questions. It's fast, convenient, and allows companies to resolve issues without asking the customer to download an app or visit a website.
As more people discover the convenience of SMS text messaging for customer service, expect this trend to continue its upward trajectory in 2022.
The Era of Autoresponders
Message autoresponders are one of the most effective ways to automate your marketing campaigns. Today, around 49% of businesses are using autoresponders to their benefit. While SMS autoresponders have been around for a while, their popularity skyrocketed in 2018.
When set up correctly, SMS autoresponder messages can be used to send automated responses based on users' actions or behaviors. Likewise, it can also be used to welcome users back to the app, follow up with them after they have opened your marketing material, or invite them to view your latest content.
Scheduling Appointments Through Instant Messaging Will Be a Norm
About 75% of millennials are comfortable with receiving a text for appointment reminders, and the trend is continue to grow. The days of having to call a doctor's office and wait on hold for an hour just to book an appointment are over. It simply doesn't make any sense, especially given how quick and easy it is to schedule appointments with doctors via SMS text messaging.
Consumers are using SMS for more than just making appointments with businesses. They are also using it as a convenient way to get updates on flights and hotels - want instant access to information without having to go through several different websites or apps. As mobile devices continue becoming smaller and faster, the growth of this trend should only increase in 2022.
Using Messaging for Customer Retention
SMS has a 98% open rate compared to email marketing and can serve as a good marketing tool for customer retention – it is one of the least explored aspects of SMS text messaging. Looking at the current growth rate, SMS could become a great way for companies to retain their customers in 2022.
What makes SMS different from other channels is that it enables you to maintain contact with your customers without them having to do anything. Whether they are using their mobile devices or not, consumers can expect messages to pop up on their screens every now and then reminding them about your brand. Of course, this doesn't mean you should bombard subscribers with unsolicited messages.
Conclusion
Whether you are looking to send an automated welcome message after subscribers sign up for your newsletters or want to wish them a happy birthday or offer them discounts on their birthdays, a text message can be used as a powerful engagement tool. When executed correctly, it can be used to engage subscribers, connect with them personally, and even help you retain customers.