If you are a business owner, you are constantly searching for ways to engage your customers and keep them coming back. Customers are bombarded with messages on television and the Internet, and in many ways have learned to tune them out. Either they use TiVo to record shows and skip the ads, or they just ignore them when they see banner ads online. We humans have a finely honed capacity to ignore what we don't want to see. However, there is one way you can reach your customers that they won't ignore, and that is through SMS messaging.

Why SMS Messaging Works

Nearly half the world’s population use mobile devices. 90% of U.S. consumers own mobile phones, 95% of which have SMS or text-messaging capability. 67% of mobile phone owners check their phones for messages, alerts, or calls, even when it isn't ringing. 44% of mobile phone owners sleep with their phones nearby so they don't miss any updates during the night. Customers are glued to their phones waiting for messages.

Powerful Communication Tool

SMS, Short Message Service, or text messaging is a powerful way to reach your prospects and customers. Coupons sent via SMS are eight times more likely to be redeemed than those sent via conventional email campaigns. The open-and-read rate, when combined with the low cost of SMS, delivers a boost for marketers looking to maintain engagement via timely, relevant and welcomed messages. SMS is especially effective in the following uses:

• As reminders of upcoming events, confirmations of tickets, and changes in times, venues or other details
• As an opt-in alternative to email marketing, or as a reminder that you have sent an email
• For transactional interactions such as order confirmations, shipping alerts and other service-focused messages.
• For personalized messages with coupons, account balances and updates on loyalty program status

One-on-One Conversations

Good relationships cement business relations, and SMS offers a way to foster one-on-one communications. Customers can have instantaneous, one-on-one conversations with your business using live SMS via text messaging. You can use this method for providing personalized customer support or service and collect feedback from customers regarding recent purchases. Without needing to wait on hold for your representative, your customer can access immediate help and support.

How Customers Use SMS

Studies have shown that 64% of customers prefer SMS over phone calls for customer support. Additionally, they prefer SMS for the following interactions:

• To check on the status of their orders (38%)
• To schedule or change appointment times (32%)
• To make reservations and receive confirmations (31%)
• To ask a question (30%)
• To search for a brick-and-mortar location (30%)
• To check account balances and billing due dates (30%)
• To order refills for existing orders (29%)
• To reset password information (27%)

All of these interactions are easy to accomplish using SMS messaging, and can be used in a variety of industries. They allow customers to access this information from any location or while they are out and about doing errands throughout the day. Customers can get and receive information rapidly, much more quickly than if they make a phone call. Whether it is setting a haircut appointment or refilling a prescription, these necessary tasks can be accomplished with a couple of keystrokes.

Mobile Alerts

Mobile alerts are a highly successful use of SMS messaging. They are used for a multitude of communications including appointment reminders, banking confirmations, shipping notices and prescription pickups. Customers can opt-in to receiving mobile alerts, and how often to receive them. These types of reminders are a phenomenal idea not only for Millennials, but for anyone who uses these services. Since people have such busy and packed schedules, the ability to receive a reminder is a great way to reduce missed appointments or deadlines for many important services.

Increasing Engagement at Events

For companies that hold events, SMS messaging offers a unique opportunity to reach out to attendees before, during and after the event. The event host can message attendees directly, but also the sponsors and speakers can reach out to encourage a deeper level of engagement during sessions. Just incorporating a few of these ideas will get your audience more involved:

• Highlight keynote speakers or exclusive member events before the event
• Announce last-minute venue changes and additions to the schedule
• Encourage attendees to send feedback after sessions or make suggestions on improvements
• Invite attendees to an after-hours networking party
• Survey attendees immediately after the event concludes

SMS messaging is an opportunity to enrich your relationships with your customers creating a win-win scenario for everyone involved.

Source: http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

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