If you’re a business owner you probably have a client base that you’ve built up over a number of years and you understand the importance of keeping in touch with them on a regular basis.
The question is, which method or platform will render the most effective results? In other words, how will you get your clients to engage and read the messages that you’ve sent them?
In an ideal world everyone would open the messages you send them, because they know you by name, right? Wrong!! We’re living in a fast-paced world where large amounts of information have to be processed in a short amount of time.
We’re also living in a time where the economy is as reliable as a load-shedding schedule released by our energy utility, so as a small business or large corporation, you have to find a way to leverage your efforts to receive a maximum outcome with minimum input – as you cannot manually contact each and every client on a regular basis. Not only is it time-consuming, but it is also extremely economically inefficient.
Ok, so what I’ve come to realise is that leverage is key here … You need to communicate with every single one of your clients, without losing the personal touch.
There are a number of options available to do just that:
Option 1 is to send emails to all of your clients.
Expected outcome: Only 15-25% of your outgoing emails will be read, which means that up to 85% of your efforts will be done in vain.
Option 2 is to add all of your clients to a WhatsApp group and talk to them all at once.
Expected outcome: This is probably the worst idea for your business. There is a joke that summarises this outcome… “I’ve never been held hostage before, but I have been in a group chat.”
Option 3 is to send SMS messages to your clients.
Expected outcome: With an open rate of almost 100% you can be sure that your clients will automatically open your message, even if it’s just to get rid of the notification. If your message is short and the content is interesting, there is a better chance that they will read it.
The simple fact is that SMS messages are still a very effective and affordable means to communicate (not SPAM) with your client base to show them that you value their business – without having them feel as if you’re in their face. In fact, they can put you in their pocket until they’re ready to “deal” with you. As brutally honest as that may sound, it’s non-invasive and gives the receiver an opportunity to feel in control – which, from an SMS marketing campaign standpoint when sending consumer-related text messages, is how you want your customers to feel. Hence, the reason why cold calling never really has and never really will work.
So the simple answer as to why you need to send an SMS; apart from the fact that every single client knows how to open a message (hence the high open rate) regardless of how technically challenged they may be, it comes down to a simple “Why Not?”