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How often should businesses text customers?

Updated: Jul 16


A girl thinking about the best texting frquency

Businesses are beginning to utilize SMS marketing to communicate with their customers in a direct and effective manner. However, one key question remains: how frequently should companies SMS their customers to sustain interaction without coming across as annoying?


This blog explores customer preferences, industry standards, and practical advice to assist organizations in determining the most appropriate messaging frequency. By hitting the correct mix, you can maximize engagement while minimizing opt-out rates, ensuring the success of your SMS marketing initiatives.



Why Texting Frequency is Important?


Texting is essential for maintaining customer loyalty and engagement. Over-texting can irritate customers and increase unsubscribe rates, while under-texting might make them feel abandoned and disengaged. Striking the correct mix increases customer lifetime value (CLV) by encouraging loyalty and frequent purchases, while also successfully managing expenses by eliminating the need for continual client acquisition. Correctly timed messages keep customers curious, resulting in a great customer experience and a positive impression of the company.


Furthermore, the importance and value of every message are critical for retaining engagement. Customers demand individualized communication that reflects their tastes and behavior. Businesses should avoid message fatigue and ensure that their communications are well received by analyzing responses and changing texting frequency as needed. This mix of participation and respect for the customer's time builds relationships and loyalty, ultimately improving business results.



Over-texting and under-texting can have negative consequences


Over-texting and under-texting are both major threats to firms' SMS marketing strategy. Texting excessively can irritate customers, cause message exhaustion, and result in high unsubscribe rates. When customers are flooded with communications, they are more likely to see the company as invasive and spammy, which can harm the brand's reputation and lead to a loss of trust.


Furthermore, the consequences of over-texting are significant; as unsubscribe rates rise, firms will face higher customer acquisition expenditures to replace those lost customers. This strategy not only stresses resources, but it also reduces the possibility of long-term consumer loyalty and customer retention.


On the other hand, under-texting might make clients feel abandoned and disconnected. When businesses fail to communicate on a regular basis, customers may forget about the brand or feel irrelevant, resulting in diminished engagement and potential loss of revenue.


Insufficient messaging often results in missed opportunities to notify customers about new items, promotions, or changes, which can stymie sales growth and brand awareness. Maintaining a strong customer connection requires balancing the frequency of text messages, which ensures that communication remains effective, relevant, and valued by the audience. Finding this balance allows organizations to improve consumer satisfaction, strengthen connections, and get better overall results from their advertising spending.



When is it too much?


Identifying when your SMS marketing goes too far is critical for sustaining client pleasure and engagement. While the exact threshold varies based on the business and audience, there are a few broad indicators and recommendations to assist you detect whether you're texting your consumers too often.


Customers' opinions


Knowing your target audience is critical. Survey or analyze data to discover how frequently your customers want to hear from you. Many clients like getting communications every other week, although a smaller segment may prefer weekly updates. Tailoring your technique to these preferences can help you avoid overcommunication.


Messages importance


Your message's content is also important. Even frequent messages can be favorably received if they continually offer great value and relevance. Customers are more likely to be irritated by frequent advertising messages that offer little value. Make sure that each message you send contains something meaningful, whether it's a special deal, an essential update, or helpful details.


Rise in unsubscribe rates


A surge in unsubscribe rates is one of the most obvious signs that you are texting too frequently. If clients begin to opt out of your messaging campaign at a larger rate, it's a clear indication that they are overwhelmed or dissatisfied by the frequency of your SMS. Monitoring unsubscribe rates attentively can reveal useful information about your clients' tolerance levels.


User review


Consider feedback from customers, whether it comes via direct responses, surveys, or social media comments. Customers frequently express unhappiness if they are bombarded with messages. Listening to and acting on this input will allow you to change your frequency to better match their expectations.


Measuring engagement


Lower engagement indicators, like open and click-through rates, can suggest that your audience is tired of hearing the same thing. When customers are bombarded with messages, they are more inclined to ignore them, resulting in lower marketing efficacy.


So actually, how often should you text customers?


While each business and audience is unique, industry norms can serve as a useful reference point. Sending more than 10-15 messages per month is generally regarded as excessive and can drastically raise unsubscribe rates. For most firms, 2-6 SMS per month, or one text per week, is a safe and effective number.



Find the ideal text messaging frequency for your business using A/B testing


There is no one-size-fits-all text messaging frequency for all businesses. The optimum messaging frequency may vary from business to business.


You can use A/B testing to determine the optimal frequency for sending text messages to their customers. By testing different frequencies (e.g., daily, weekly, bi-weekly), businesses can measure actual customer responses and engagement, leading to more informed decisions about messaging strategies.


Different customer segments might respond better to different frequencies. A/B testing can reveal which frequency yields the highest engagement rates, such as open rates, click-through rates, or conversions, helping businesses tailor their messaging strategy to drive the best results.



Conclusion


The effectiveness of your SMS campaigns is mainly dependent on how well you manage message frequency. Too many SMS can cause client dissatisfaction and high unsubscribe rates, while too few might result in missed interaction chances. You can keep your clients engaged and your brand prospering by determining the most appropriate frequency. A/B testing helps businesses determine the ideal text messaging frequency.


Remember that the quality and relevance of the material you give matter more than the number of messages you send. To guarantee that your SMS marketing efforts are well received and productive, always prioritize offering value to your clients first.

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