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Marketing of the Future: Two-Way Messaging

With the onset of an era of smartphone use, text messages (apart from other messaging applications) have become the primary means of communication for you between both friends, family and colleagues alike. In fact, a majority of businesses use text messages to reach out to their consumer base and let them know about current events, promotions or monthly subscriptions. An article written by Tatango shows that 90% of text messages are opened in just 3 minutes. With such a high open rate, it’s no wonder that brands deem text messaging to be the most efficient way of reaching out to their customers. However, this interaction is inherently static, with businesses pushing communications onto customers, and does not promote customers reaching out to businesses. To be more efficient in communications. two-way SMS marketing might just be the way to go.

One-way VS Two-way Messaging

You might ask, what exactly is two-way marketing? It’s when brands recognise the importance of hearing not only their own voice, but also the voice of their customer. One-way marketing is simply a campaign – two-way marketing establishes a line of communication between customer and business.

For example, one-way messaging often means that customers have to reach out to dedicated emails or phone numbers to make enquiries about news that they receive via text messages. This can pose a problem as customer retention is likely to fall when they perceive poor customer service (implied by the longer wait time for service) and lost revenue as more complicated transactions mean customers are less likely to go through with their purchase.

The Era of Two-way Messaging

How exactly can two-way messaging optimise business operations? Let’s start with the following:

1. Recovering abandoned carts

When customers have doubts about their purchases, they are likely to leave their carts without going through with their transaction. This can result in the business losing a large amount of revenue. However, by texting customers a reminder of their abandoned cart and opening up a conversation that allows them to address their concerns directly to the officer they are texting, they are much more likely to finish their purchase. Talking to them personally will also give your business a better idea on how to address their queries or ensure purchases are completed.

2. Increasing website conversion

Oftentimes, consumers who make purchases on their mobile phone will not have the patience to reference an FAQ page if they have any queries about pricing, shipping time etc. By including a number that customers can text for quick answers to their questions, this can increase conversion rate by ensuring that customers complete their purchase.

3. Optimising customer experience

Beyond simply offering a number for customers to conveniently reach your business, try to enhance their experience. For example, if a customer wants to know when their purchase will arrive from the time they have placed an order, it might be beneficial to offer them prioritised shipping. This indicates that the brand cares about their consumers, and helps to build stronger customer relationships through important touchpoints.

4. Supporting conversion optimisation

Integrate two-way messaging seamlessly into your present conversion optimisation efforts by trying out the following:

Including a textable number on your website’s contact page
Including a banner with a textable number to attract customer’s attention
Offer promotions and engage customers on text with campaigns that help to boost conversion

5. Scaling the business

With the increasing cost of campaigning social media platforms and a saturated landscape, including messaging as a part of your marketing funnel can help to galvanise the existing email and social media strategy.

6. Generate repeat purchases

By increasing customer loyalty from one-on-one touchpoints and conversations, follow-up text messages are more likely to generate further purchases by prompting customers with new offers or promotions.

To do, or not to do?

Two-way messaging may be a different way of approaching traditional customer marketing, and changes may have to be made to your existing funnel. However, with enough time and effort, the payoff can be great. Taking a simple step to implement two-way messaging at the bottom of your conversion funnel can be the start of a revolutionary marketing platform for your business.