It seems like a distant memory, when brands were able to lean on in-store interactions to draw in new customers, develop brand loyalty and highlight new products. Since the start of the COVID-19 crisis, retailers have completely shifted their focus online. Digital interactions are the only interactions. And with email sending volume increasing 19% in March, the competition to reach consumers is steep. In light of this, marketers need to take advantage of other available tools to differentiate themselves from the pack.
An underutilized channel with significant opportunity is SMS messaging. Texting increased 41% in March, proving that consumers are relying on their phones more than ever during social distancing. Some companies are hesitant about rolling out SMS marketing, especially when it comes to return-on-ad-spend (ROAS), intimacy of the channel and reach, but overall, it’s hugely valuable as a part of digital marketing strategies.
Is SMS cost effective?
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