2019 and 2020 saw retailers exploring using text messaging in addition to their email marketing. 2021 is likely to see SMS messaging supersede email messaging as retail’s gold standard for messaging channels. Texts have a 98 percent open rate and a conversion rate of 45 percent. By comparison, only 22 percent of B2C emails are opened and read. Kiehl’s actually found that 73 percent of consumers who signed up for text messages purchased a product within 6 months.
Cliff Holsenbeck, Senior Director of Product Management at iconectiv, suggests that retailers who wish to utilize SMS messaging should “choose 5-and 6-digit numbers that map to their brand name. (For example, Target uses 827438, which spells “TARGET.”) Customers can send a text message to the short code to get information, make a purchase, and more.”
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