What’s your #1 mass texting goal?
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 gotten through the door. 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.
Goals of Retention Marketing in Mass Texting
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 people.
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 goal? Nurture your list to the point of 100% offer redemption. Sure, it’s a lofty goal. But if you can reach this peak, your profit margins will reap the benefits.
Why You Should Focus on Retaining Current Subscribers
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.
Retention Marketing Costs Less
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 keep an existing one. 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.
Loyal Customers Are More Profitable
Show me a person who doesn’t believe that existing customers are more financially valuable than new ones, and I’ll show you someone who hasn’t looked at the numbers.
Loyal customers who engage regularly with your business buy 90 percent more often than those who are less invested. On top of that, they spend an average of 60 percent more per transaction. All totaled, existing loyal customers bring in 23 percent more revenue on average than a new customer.
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.
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 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.
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.
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.
Tips for Subscriber Retention
There’s no foolproof way to make a customer stick around, but trying a few of these ideas can stack the deck in your favor.
Impersonal mass texts are annoying no matter who they come from. 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.
Timing is Everything
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.
Turn Your List Into 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.
Got any questions or comments? Drop us a message, or give us a call at 1.800.688.6290.