Factors influencing SMS open rates
Messages sent to mobile phones tend to trigger a more immediate reaction than other marketing channels like social media and email marketing.
However, because consumers receive so many texts in a day, especially from family, friends, and other businesses, you must ensure your SMS message stands out to capture their attention. The factors that influence someone’s decision to read your text message include the following:
Sender name and reputation
The first thing a recipient notices when they receive a text is the sender's name. Ensuring your sender name is recognizable and trustworthy plays a crucial role in determining whether your message gets opened. Businesses can use a consistent sender name that aligns with their brand name to instill familiarity.
Timing and frequency
When and how often you send text messages can also influence SMS open rates. Sending your text messages at the right time can be the difference between them being read or ignored, forever stuck in someone’s text inbox.
Always understand who your customers are, where they live, and their time zones. You should never send customers texts early in the morning or late at night. In most cases, a safe bet is to send your messages during business hours, depending on their time zone.
Timing can also influence the relevancy of your messages. For instance, a local coffee shop might send marketing messages in the morning to encourage customers on their way to work to take action on your offering.
Message content and relevance
The content of your SMS should be clear, concise, and offer value. A message that feels spammy is more likely to be ignored. Instead, highlight what's special about your business, such as a unique sale, new item, or event.
Personalization and segmentation
People are more likely to engage with messages that feel personal and tailored to their interests. Segmenting your target audience can significantly increase the effectiveness of your SMS campaigns by providing more personalized content.
Even simple gestures like addressing the recipient by their first name can make a big difference. If a customer visits your physical or online store regularly, sending them updates on their favorite products can encourage further loyalty.
You can also use data to segment your audience based on purchase history, location, age, and other relevant factors while using that same information to create tailored messages to each segment to increase SMS open rates and drive engagement.