It’s 2017, and consumers are used to getting lots of phone calls, voicemails, and spam emails. These channels — considered to be long-format, low-priority — have been used by marketers time and again, so naturally, they lose importance as customers become numb to the marketing blasts.
Long-format, low-priority:These channels are most appropriate for sending documents, communicating formally with the corporate higher-ups, or drafting an emotional letter to your ex (which, thankfully, you will never send).
For many businesses who struggle to get ahold of consumers, a solution exists right under their nose: the oft-ignored channel of texting. Historically, texting has been underutilized by businesses, which is unfortunate considering how effective it is at reaching people and conveying short-format, high priority information.
Short-format, high-priority:These channels are most appropriate for conveying bite-size information regarding schedules, appointment reminders, follow-ups, and updates in real time.
But as they say, one man’s oversight is another woman’s secret weapon. Because texting is not saturated with the spam and junk mail that plague other communication channels like email, customers view it more favorably. In short, texting is a really good way to reach customers right on their personal phones, and appear alongside their friends and family in their texting inbox. Here are 15 statistics that prove every business needs texting.
It’s a big market out there
- Over 20 billion texts are sent every day globally. (Adobe)
- More people have access to mobile phones than to toilets. (Adobe)
- 97% of American adults text weekly. (Pew Research Center)
Texting is the quickest way to reach customers
- 98% of texts are opened (compared to just 20-30% for email). (Adobe)
- 95% of texts will be read within 3 minutes of being sent. (Forbes)
Texting gets a response
- Texts have a 45% average response rate. (Velocify)
- Average response time for a text is 90 seconds. (CTIA)
Not only do people like texting…
- Texting is highest rated contact method for customer satisfaction compared to all other communication channels (Text – 90; Phone – 77; Facebook – 66). (eWeek)
- 64% of consumers are likely to have a positive perception of companies that offer communication via text. (Harris)
Increasingly, consumers are demanding to text businesses
- People prefer text most for scheduling or changing appointments, and making or confirming reservations (Harris). Other uses include sending account balances, special offers, and surveys.
- Over half of customers would rather text a customer support agent instead of using other available options. (eWeek)
- 90% of leads prefer to be texted, compared to called. (FranchiseHelp)
- Despite the demand for texting, only 30% of survey participants report receiving texts from companies they do business with. (OpenMarket)
Texting is the future
- The average millennial exchanges 67 text messages per day (Business Insider)
- When given the choice between only being able to call or text, 75% of millennials choose texting over talking. (OpenMarket)
It’s not going away
“Companies have a massive opportunity to connect with millennials by communicating via text messaging.”
– Jay Emmet, General Manager, OpenMarket
Of course, that means we need to be responsible texters, and adhere to best practices. For starters, don’t text someone without their permission. With your help we can keep the texting medium clean and secure for years to come.