Let’s face it, consumers have changed the way they shop. While retail businesses have now welcomed shoppers back to their physical premises, the COVID-19 pandemic has forced all of us into new ways of doing things.
As social distancing limited our physical connections with others, people sought comfort from text messages, video calls and social media to stay connected, Consequently, we became closer than ever to our mobile phones.
Brands needed to find new ways to keep in touch with their customers and SMS offered the simplest and most effective solution.
In fact, while it has been around for years, SMS provided a new way for businesses to communicate during the pandemic.
It is easy to see why mobile messaging proved popular with retail brands, particularly during the pandemic. 98% of all SMS messages are opened and, on average, it takes someone 90 seconds to respond to an SMS versus 20% and 90 minutes for email.
In addition, with more people at home, spending more time on their mobile devices, any communication on that medium was likely to receive attention.
Mobile messaging allows immediate communication and is particularly effective for timely offers such as easy access to sales or special promotions. Text messaging is also an effective method for communicating order processing details and shipping updates.
In fact, SMS messaging was even employed for the recent NHS vaccination campaign.
Up to 3 million weekly text messages were sent out to those eligible asking people to book in through the national booking service.
It is clear that the pandemic has highlighted the importance of digital connectivity and communications. Those brands that embrace the opportunities offered by SMS marketing will be those that succeed in the future through maintaining effective communication with their customers.