If you don’t believe the latest attention-grabbing headlines touting that email is dead, we’re with you.
There’s no doubt email can be a smart outreach tool, but you may need to reconsider exactly where and how often you’re using it if your business isn’t having much success.
Since most people receive around 126 emails per day, it’s getting increasingly easier to be buried in never-checked inboxes and spam folders.
And if that wasn’t bad enough, customers are now starting to prefer that businesses stop emailing them so much. In fact, they actually prefer to be contacted via text instead, as we touched on in this article.
So does that mean you should overhaul your entire system ASAP?
As you’ll see today, there are many instances where mass texts work better than emails — and a few times emails still work better than mass texts.
So let’s talk about how to maximize each method to see your business’ growth, engagement and profitability soar through the roof.
The Best Times to Use Mass Texts for Your Business
Text messages are a great way to reach people quickly.
They’re used by almost everyone, they’re hardly ever ignored and – in just a few characters – you can convey your message, sending it to all your subscribers within seconds.
Plus, thanks to their high open rate (around 98-99%), your recipients will have a much better chance of actually seeing your messages.
You can’t say that with email, which averages less than a 20% open rate.
But we didn’t just want to compare general open rates with you, so we found a few specific examples where mass texts work particularly well for customer engagement:
#1: Event awareness.
While you can’t cram a ton of information in your text, you can pique your subscriber’s interest with the few words you do use.
That’s what makes texts perfect for sending event awareness updates.
As soon as you send a text like this, your subscriber will receive an instant alert for one of your events. The best part is, it feels as if you’re personally inviting them.
Since texts provide a one-on-one, private communication channel, you’ll create a sense of exclusivity as well. All it takes is one strong call to action and a link to your event details page to make this text a go-to tactic to add to your events marketing strategy.
For those customers who RSVP on Facebook or your website, you can personalize the experience more by sending them reminders the day before and the day of your big event.
You can also send an awareness text that lets your subscribers know an email confirmation or ticket is on the way, which ensures both messages don’t go unnoticed.
#2: Event reminders.
As we just mentioned, anytime you send an event reminder, you’re better off sending it via text. Otherwise, you’ll run the risk of having your reminder buried under emails in a crowded inbox and not being opened in time.
Event reminder texts should be shorter than your original event text yet still include a link to more information. Think about using time-specific copy along the lines of:
- “3 days left…”
- “The countdown is on…”
- “Our 24-hour flash sale starts now!”
The same gentle nudge that works well here can also be used to reduce your missed appointments rate.
#3: Appointment reminders.
Are you used to sending your appointment reminders via email?
How many times has a customer missed their appointment because they “didn’t get” your email or forgot to put it on their calendar?
If you’re dealing with a growing no-show rate, or you’d just like to reduce yours before it spirals out of hand, you need to consider an alternative way to send your reminders.
Instead of them hiding under an avalanche of email promotions, you’ll cut the line (so to speak) and bypass all that noise when you use texts.
Even if this is the only strategy you take away from this guide, you can rest assured knowing this simple step will greatly improve your customer service alone.
#4: Volunteer sign ups.
Whether you’re looking for parents to help out with your bake sale or people to pass out water at your 5k, you can use mass texts to reach out to a large group of potential volunteers at once.
And, since your texts will come across as a personal invite, you’ll also increase your chances of your subscribers signing up to take action.
Using the same strategy as your event awareness texts, take the time to craft a succinct message with a strong call to action and include a link for people to sign up.
Let your subscribers know that clicking that link will also lead them to more information about the event.
Then, as your event approaches, you can use mass texts to remind your volunteers of any final details they may need to know.
#5: Receipt confirmation.
How many times has a customer made it all the way to your store for a return, only to realize they forgot to bring their receipt?
What about customers who received an email receipt but can’t access it at your store in order to complete the return?
Having your customer come back a second time just for a return is a surefire way to agitate them. And when this happens, you can bet your customer service scores will take a hit.
Fortunately, you can get around this all too common service issue by sending your receipts via text instead of – or in addition to – using email or paper. Most POS systems let customers choose how they want to receive receipts, so you could add text as an option or let them verbally opt-in.
Follow this route and your customers can feel comfortable knowing they can pull up their receipt anytime, even if the WiFi signal isn’t so great or their dog ate their paper copy.
What about products that require an extra step to take after your customer’s initial purchase?
While you may be using email to deliver these instructions, you could also include a link to return instructions in your receipt text.
This helps reduce customer service issues and also helps your customer take the next step right away.
So as we’ve seen so far, your business is much better off using mass texts over emails in these five specific situations. But, before we go, we want to touch on two times you really need to use email instead.
Here’s When Email Trumps Texts
Mass texts are an amazing way to boost communication with your existing and potential customers… with the exception of these two types of messages:
#1: After hours communications.
Since texts are so personal, they’re better off sent during normal business hours only.
In the same way you wouldn’t call someone late at night, you shouldn’t send a text like that either.
Not everyone remembers to silence their phone at night.
And if you end up sending a message too late, you’ll increase your chances of disrupting your recipient and annoying them — especially if you don’t take time zones into consideration.
You never have to worry about this issue with email.
You can discreetly send your message after hours and your recipient can open it at their leisure.
#2: Complete event promotions and details.
According to SMS best practices, your texts should be limited to 160 characters or less.
While you can be strategic with this limit, there are times you won’t be able to fit everything in a single text.
That’s to be expected.
While you can pique interest or send RSVP reminders via text, detailed event information and/or promotional offer guidelines work better in email. You’ll have more space to share all the important parts of your message and make sure people are reading it while they are sitting down and have a little more time.
So when you add mass texts to your current email strategy — and tweak when and how you use both of them — your business will find success and greater customer satisfaction almost overnight.
Supplement Your Email Efforts with Mass Texts Today
Texts are the ideal method for actually getting your messages read by your audience and breaking through the saturated communication channel that is email.
So don’t fight the clutter — bypass it all when you start supplementing your email messages with mass texts.
Do this and you’ll never have to worry about a missed message ever again. That’s a win/win for both you and your customers.