How Marketers Can Keep Text Messages Relevant (And Keep Customers Opted In)

The growing reliance on digital wallets has put a spotlight on mobile messaging, as I recently wrote about when a report found that 78% have made a purchase because of a brand’s text message.

A separate research from SimpleTexting has found that nearly 7 in 10 (69%) have opted in to receive text messages from a business in the last 12 months, with the top reasons for those opting out being not wanting more notifications, concerns about privacy, and not seeing the value.

“For people who have not opted in, the biggest blockers are about noise and trust,” the SimpleTexting blog says. “Gen Z non-opt-ins are more likely [than Millennials] to say they do not see the value (19% vs. 12%).”

Those who opt in do have a type when it comes to preferred brand messages, with almost three-quarters (73%) welcoming messages with order notifications. Other relevant messages include exclusive discounts (67%) and reminders about appointments, reservations, and events (56%).

 (Source: SimpleTexting)

“Interest drops sharply after those categories,” the SimpleTexting blog says. “Only 11% welcome personalized recommendations, and only 6% want requests for feedback or reviews.”

90% said they prefer brand texts kept to once per week or less, and 42% said they prefer those messages between noon and 5 p.m.

“Consumers welcome updates, confirmations, and real value,” SimpleTexting says. “If there is one rule that shows up across the entire report, it is this: permission gets you in the door, but relevance is what keeps you there.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: