53.8% of mobile users will unsubscribe from a brand’s marketing when they receive too many messages.
For an online shopping platform, texting daily deals on consumable products (e.g., coffee, milk, wine) to customers ranking high on RFM value is effective.
This approach works mainly because loyal customers are receptive to your offers and are more likely to respond positively.
But sending the same deals, at the same pace, to customers who rarely buy from you? Probably not.
What if your company doesn't fall in any of the categories above? Does this mean SMS is not for you? Not at all, it could still play a role in your business.
If your B2C business sells “less shoppable” products (e.g., furniture, gadgets, bikes), you can still leverage SMS as a customer support channel.
It can also be used for information updates. For example, 8x8 customer Monex Investindo Futures sends SMS to update subscribers on the latest market trends.
SMS also makes an effective channel for new customer onboarding and training.
How often should you send SMS to customers?
Look into your analytics. Use KPIs such as open rates, response rates and cost-per-interaction to find the balance between brilliant and bothersome SMS marketing.
Do you have lower engagement rates? You probably want to wait longer for the next round of SMS.
Unfortunately, best practices and benchmarks are not available for these types of metrics. Establishing baselines is a great way to get started. Then you can establish benchmarks for your company with continuous improvement goals.
With the 8x8 SMS Reporting API, you can extract up to 6 month’s worth of SMS logs to track your SMS marketing campaign performance more efficiently.
