How Retention Marketing Impacts Your Mass Texting Success

How Retention Marketing Impacts Your Mass Texting Success

retention marketing

Updated December 1, 2021

What’s your top mass texting goal? Does it involve retention marketing? If it’s just growing your list, you might be missing out on some serious profit.

Research has shown time and again that return customers are most businesses’ main source of revenue. So, why do companies obsess over growing subscriber lists when their most valuable assets are already signed up?

Here’s why you can’t forget to show current subscribers some love.

What is retention marketing?

Retention marketing focuses on engaging the customers you’ve already created a relationship with. You already know that your existing clientele is willing to spend money with your business. Retention marketing prioritizes these customers over new prospects.

You already use retention marketing on a larger scale by implementing text messaging in the first place. By offering exclusive deals and content to customers who have opted in, you’re investing marketing dollars in that pre-existing pool of customers.

However, retention marketing is a strategy that can be niched down even further and applied to your current subscriber list. Focusing your time, money, and effort on reducing your unsubscribes instead of growing your list might be the angle your mass texting strategy needs to consistently work for your business.

Retention marketing goals

Retention marketing isn’t about getting the attention of new buyers. Don’t waste brain power developing a snappy new opt in to attract customers with potentially deeper pockets than your current clientele. Retention marketing is focused on one thing and one thing only — your current mass texting list of subscribers.

If you’re offering a product or service of substantial value, you probably already have a bunch of satisfied customers. Because it’s easier to stick with something you already know works for you, they’re likely to return to your business again and again. Repeated positive experiences with your company will turn satisfied customers into loyal customers — the bread and butter of SMS marketing.

Every action taken within your mass texting campaign should be focused on bringing your current customers to the next phase in this ongoing relationship. The ultimate retention marketing goal? Nurture your list to the point of 100% offer redemption. Sure, it’s a lofty goal. But every step along the way could help your profit margins.

Why focus on retention marketing?

If you’re not totally sold on the idea of putting most of your eggs in one basket, take a look at the facts behind retention marketing and the benefits your business could gain by using it.

1. Reduce costs with retention marketing

Some studies have shown that it costs a business anywhere from five to 25 times as much to attract and acquire a new customer than it does to practice retention marketing to keep profiting from customers you already have. Consider whether it’s in your company’s best interest to give up that much potential profit with no guarantee that your new customer will even stick around.

Retention marketing is a great choice for both a booming business and a marketing department on a budget. It offers value to your customers and your company, which is all you can ask of any marketing campaign.

2. Loyal customers are more profitable

It doesn’t take a huge difference in customer loyalty to begin seeing the benefits to your bottom line. Statistics show increasing customer retention by just 5% can equate to at least a 25% increase in profit.

Long-term, loyal customers are also a valuable resource when it comes to gaining feedback on your mass texting offers. They can offer a priceless insight, and you can pick their brains to create a strategy that increases customer satisfaction and eventually profits.

3. Word of mouth referrals

You might be surprised to learn that despite the money you sink into your advertising strategy, it’s not the best way to get new customers through your doors.

Word of mouth referrals are actually most likely going to be your most valuable source of advertising. Studies show that 82 percent of us seek recommendations from our friends and family when we’re thinking about making a purchase. If a customer refers someone to your business because you offer great text deals, the payoff could be exponential.

This is especially true if your target audience includes millennials, 90 percent of whom share their feelings and recommendations about brands on the internet.

4. Customers won’t mind your messages

Nobody likes to feel blatantly advertised to. Even though the law requires customers to opt-in to your messages in the first place, a customer with emotional attachment to your business is a lot less likely to find themselves getting irked by your texts.

Now, let’s not muddy up the waters too much. Effective marketing doesn’t annoy customers. Up your chances of avoiding this negative association. Invest in your relationships, and stay in your customers’ good graces.

5. Happy customers forgive

Even the most competent among us find ourselves in hot water from time to time. Let’s face it, we all make mistakes. If one of your most loyal customers is at the receiving end of your snafu, it’s a lot less likely to lose your company future business than if you made a bad impression with a new customer.

Regular customers become SMS subscribers because they like your business. If a person truly values the products or services you have to offer, it will probably take more than a small mistake to turn them off.

Customer retention best practices

There’s no foolproof way to make a customer stick around, but trying a few of these industry standards for customer retention can stack the deck in your favor.

1. Personalization

Impersonal mass texts are annoying no matter who they come from. That’s why you need to focus on relevant ways to send personalized text messages. You can take steps to make your customer feel like more than just a name on a list when you use segmentation in your campaign.

By segmenting your list, you’re ensuring that each customer gets content that’s actually relevant to their needs and preferences. Don’t spend your marketing dollars on messages that aren’t going to get results. With segmentation, subscribers always receive personally relevant content and deals.

2. Timing is everything

People look at their texts messages regularly. In fact, 95 percent of the texts you send will be read within three minutes of their receipt. You can use this to your advantage by timing your messages strategically. For example, a restaurant looking to boost lunch sales might send out a message at 11:45 AM saying “It’s almost noon. Do you know where you’re spending your lunch hour today?” along with a coupon. Flash sales and mass text messaging naturally go hand in hand.

A coupon code that’s sent at a time when your customer is likely to use it is more valuable and less likely to be forgotten. It might be just the reminder your customer needs to come pay your business a visit.

Find a business texting platform that can help your schedule mass text messages or send automated SMS messages to help you get your timing perfect.

3. Create a customer loyalty program

We all love to feel like we’re a part of something exclusive. Your customers are no different. Treat your mass texting campaign like a mobile customer loyalty program and give your subscribers the VIP treatment. Use our drip messaging feature to regularly send out exclusive offers at timed intervals. For example, if a subscriber has been on your list for 30 days, send them a $5 coupon as a thank you for their engagement. The same goes for 60 days, 90 days, and so on.

You’re already making retention marketing work for your business by choosing to use mass texting. Dig even deeper and make the effort to ensure that your most loyal customers stick around for the long term. The end results are absolutely worth it.