Personalized messaging is the future of SMS marketing. Retailers that offer customized language, product listings, and sales will stand out.
- These messages can provide new or updated offers based on the consumer's past browsing habits on the retailer's website. For example, a shopper who saw pants on a brand's website in January could be targeted with an ad for similar shorts in June.
- This targeting works. According to the company, retailers like Rainbow and SwimOutlet that use Attentive's AI tools have seen a 117% increase in purchases.
SMS is a powerful channel for this targeting because it has lower spam rates than email. “Consumers have to opt in, so [by sharing their phone number]consumers will subscribe to the five to eight brands they are most interested in,” Jawar said.
SMS marketing also allows for direct, closed-loop attribution by consumers clicking on links within messages. According to Omnisend, his SMS click rate in the first half of 2023 was 11.03%. However, the conversion rate was only 0.16%, indicating that you need to improve your targeting.
Communications from brands may still be unwelcome. Several Gen Z on TikTok recently shared that they are putting their notifications on silent To avoid overload. But according to a study by Reviews.org, U.S. adults check their phones an average of 144 times each day, meaning the reach of SMS still exists.
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