Customer expectations for quick and convenient service rise with their dependence on mobile devices. Text messages/SMS, particularly proactive SMS notifications, are an appealing form of communication because they reach customers anytime, on devices they already have handy.
SMS engagement rates are six to eight times higher than those of email messages, and the average click-through rate for SMS Web-links is 19 percent, compared to 4.2 percent for email.
Still, mobile internet users tend to be fickle; they expect quick loading times for websites and abandonment rates are high. Case in point: 40 percent of users will leave a mobile site if it takes more than three seconds to load, and 47 percent expect the page to load within just two seconds. A one-second delay in loading is shown to decrease customer satisfaction by around 16 percent.
Furthermore, customers are concerned about receiving inconvenient SMS alerts. In fact, more Americans report having received unsolicited SMS than eaten breakfast (68 percent versus 60 percent). Typically, SMS should be used between 11am and 9pm, so not to disturb early-to-bed or late-to-rise consumers, but this rule of thumb isn’t enough; to meet customer expectations and reduce opt-out rates, start with user data. Like with any medium, monitor peak mobile usage times among your target audience to identify when messages will be most effective and be sure to comply with regulations.
Thanks to our friends at Digital Third Coast Internet Marketing for the post and infographic.