Is Texting the Ultimate in Direct Communication?

The adoption of the cell phone and prevalence of web-enabled smart phones has made mobile marketing a multi-billion dollar industry. Mobile websites, apps, and emails are all part of the mix with text messaging having paved the way. I hear it over and over: "watch how the kids communicate, that's our future." And so, marketers are continuing to jump into the text messaging (also referred to as SMS) arena, collecting as many mobile phone numbers as they can get their hands on. And then ... well, that's where the advertiser is a hit or hits the skids.

If you skim articles like I do, here's the point:
Texting is most effective when you reach your contact with a message targeted to their specific need at that particular moment in time.

The average text message is opened in less than a minute. The currently limited amount of "spam-like" texts heightens the expectancy of a relevant message from a familiar source. In day to day communication, a text is the most efficient way to communicate with a friend because it's immediate, yet less intrusive than a phone call. Many people have their phones on and with them 24 hours a day, leaving the shower as perhaps the last sanctum of solitude. This environment has created the perfect scenario for a brand to deliver a quick reminder on behalf of their new product or daily special. But is the public ready to give up control of yet another communication channel?

The admittedly anecdotal discussions I've been having with people reveal certain psychologies that temper the extraordinarily high numbers supporting the broad use of text-based advertising. A common consensus is "I use my phone for sending and receiving texts but I don't want random promotional messages." That in itself is unsurprising but when they say "random" am I right in assuming they mean anything that is not perfectly applicable to them at that specific time? For example, I signed up for texts from "Spicy Pickle," a very good sandwich chain. So far every text they have sent me after the initial "thanks for joining" message has been irrelevant to me. One reminded me that for Mother's Day I could encourage Mom to give them her phone # to sign up for a sweepstakes (terrible idea). Next, I got a message around lunchtime telling me of a new sandwich offer. That's better but I was occupied at the time and seeing it was from Spicy Pickle I ignored it until I remembered it that night which, by that time, caused the message to be just more "junk mail." For prolific texters, a very few unwanted messages from a company will spur an opt-out.

A hip young marketing professional I interviewed told me the following:
"I used to love getting texts from Express during the Holiday seasons simply because they had good specials going and I’m a savvy shopper. I then opted out of their campaign because they were sending it too often for me and I didn’t need any more clothes. I found myself [subscribing to receive texts] for bars promoting Happy Hour and was getting irritated at them too. I still get it from Macy’s which is fine, but I rarely read them. I still get them from radio stations and opt out of those immediately. On the flip side, when I do want clothes from Express, I will opt back in [for sales notifications], but will quickly opt out once I’m done."

Another individual who is a sales professional said that he's very protective of his phone number because he feels it's the one channel that hasn't been taken over by advertising. Still another young adult tells me that while he used to get a hundred or more texts a day, he tired of the interruptions and is now very reluctant to opt-in to text based messaging because of those inherited negative feelings toward the medium.

All that said, InterDirect offers text-messaging along with our other direct marketing options but we encourage extremely careful and calculated use to make it effective. Here are some tips:

1. Texts are PERFECT for personal notification of orders ready for pickup. E.g."your (dry-cleaning, specialty cake, alterations, auto-service, reserved table, pre-ordered book, hotel room, etc.) is ready.
2. Texts are APPRECIATED when used as change in service announcements such as: closing early, meeting times changed, power outages, work being done in your area, etc.
3. Texts can be VALUED when used for hyper-limited-time offers that are perceived as a reaction to things beyond a retailer's control. If used sparingly, a message about truly door buster sales on surplus items can make the recipient feel like they are in the "inner circle" getting special offers that only the most savvy shoppers are aware of. This scenario accomplishes 3 things: 1. drives traffic to the store during a slow period, 2. unloads truly overstocked, about to expire products, and 3. enhances the loyalty of the recipients and their appreciation of your communications. CAUTION: Using this method on a frequent, regular schedule can reduce the impact and make it seem preplanned and deceptive.
4. Some people really do want all their communications via text. At your signup page ASK them if they prefer text or emails. Then target your content as much as possible and make every effort to monitor their engagement.
5. When looking at statistics on how much any one group texts, remember that the more messages a person sends and receives, the less your message will stand out.

The Takeaway:

Data collection, storage and analytics are a huge focus in advertising and marketing circles. With a great plan, retailers who use text messaging have the unique ability to immediately connect with their customers with the perfectly timed and targeted message, resulting in responses beyond any other available channel. Every tiny step AWAY from that goal is an equally big step towards annoyance and abandonment.

P.S. As I said, my research is anecdotal. Please be encouraged to comment with your personal feelings about how you use texts in your daily routine. Please give your general age and occupation if you don't mind.