98% Open Rates...What’s the Catch?

Does Text Marketing Work for Local Businesses?

 

If there's one thing we know about moms, they are on the go and on their phones - a lot.  In fact our 2021 Moms OnIine Survey of over 5000 moms across the country found that for 88% of moms, smart phones are their go-to method to access the internet.  

Add in 80% of moms from our survey that say texting is their number one way to communicate with friends and family and it's easy to see why text marketing is taking off in a big way.

Text marketing consistently demonstrates incredibly high message open rates of up to 98% according to a report by Dynmark.  Plus text marketing provides immediate access to your audience.  A recent report by Smart Insights found that 97% of text marketing messages were read within 15 minutes of delivery.

So if moms are on their phones, love to text, and text marketing has such great engagement it sounds like every business should jump on board right?  Well, moms aren't so sure.

HOW DO MOMS FEEL ABOUT TEXT MARKETING?

We asked moms across the country how they feel about text message marketing.  It turns out that 16% of moms are all in on text messages from local businesses, they're fine with any and all messages.  8% of moms like text marketing messages if they are reminders only and 27% of moms don't want any text marketing messages at all.  

The biggest contingent of moms, with 49%, falls in the 'maybe' category.  They're not ready to commit one way or another to receive text marketing messages from local businesses and say it depends on the situation.  

And that makes sense.  Many moms see text marketing as an intrusion into their personal life while some appreciate the convenience and increased likelihood that they'll actually get the information. 

IS TEXT MESSAGING A GOOD CHOICE FOR LOCAL BUSINESS?

It's important to have a well-thought-out strategy before jumping into text marketing given that the majority of moms are still on the fence.

Make sure that you have a plan in place for what types of content you'll send via text - what is the overall goal?  Reminders for upcoming appointments, coupons or discounts, or just updates about your business?  The types of content you're sending will likely affect moms' willingness to give up their number.

Don't forget that adding text marketing into your routine will take time and energy and possibly new tools so it's also important to consider the potential expenses and be sure the increased revenue will be enough to produce a positive return on your investment.

Text marketing can be amazing for many businesses, including local.  Moms definitely love texting, but the majority are still wary of handing over their cell phone numbers to local marketers.  

If you're interested in taking advantage of the effectiveness of text marketing, set a clear plan and goals, make it easy for moms to opt-in and even easier for them to opt-out, and make sure every message provides value for both you and your customer.  

When you take care of your customers every step of the way, they'll trust you and love getting your value-packed texts, setting you up for a win-win marketing strategy.