One day last week, while researching a particular target market for a client, I noticed an interesting trend in SMS marketing. I was looking to understand how many marketing related text messages the target received per month and if there were any distinct groups within the overall segment. I looked at a 8 month trend, January-August 2010, which involved both men and women between the ages of 18-54. Total population was approximately 156,283,000 people.
The target was broken out into three segment:
- People who receive between 1 to 5 messages per month
- People who receive between 6-10 messages per month
- People who receive more than 10 messages per month
The findings were interesting:
According to comScore Mobilens data, there was a clear distinction between the group that received between 1-5 messages and 6-10 messages per month. Furthermore, there is almost no significant difference between the 6-10 segment and >10 messages/mo group. The findings suggest that a large percentage of the mobile users who receive text messages set a mental cap on the amount of messages they’d like to receive. This data can be validated by the mere fact that SMS is an opt-in channel.
Two pieces of advice for brands and agencies.
First, make sure that the content you send customers is valuable enough to make their Top 5. Furthermore, make sure that all subsequent messages sent to the customer reinforce the value proposition used to get them to opt-in. In other words, you can’t bait them with one message to get them to opt-in, then spam them with generic marketing messages once they do.
Second, make sure that you clearly communicate to your customers the frequency of the messages themselves. Are you sending them a message once a day, or once a month? The decision you make will determine how spammable the customer considers your messages to be.
This trend, along with many other are exactly what people will learn at AdTech in New York next month. I would recommend to all AdTech attendees that they ask any vendor or company they speak with for audience insights and behavior to help connect the dots between the technology and the consumer. And of course, I will be available to answer any other questions people may have.