Text Appeal

"While US consumers are fully embracing text messaging," says Alan Berrey in an article at MarketingProfs, "very few enterprises have followed suit." And when you consider that 80 percent of Americans own mobile phones, and send over one billion text messages each day, it makes sense to develop a strategy for this largely untapped channel.

Here are some of Berrey's pointers:
Join in. "Far too many companies do not support text messaging at all," he says. "The key ingredient for most companies is simply to get started."

Let people know you're there. Demonstrate your texting proficiency early in the customer relationship, and you can fully employ the channel throughout the sub-processes of acquisition, support and retention.

Keep it short. Messages need to be relevant, timely and brief. "If you cannot convey the message in less than 160 characters," he notes, "then the message is probably not well suited for text messaging." And be sure to integrate with other channels. "Text messaging rarely stands on its own," reports Alan Berrey. "In most cases, [it] is used to augment other communications."

The Point: "Text messaging has become the preferred communications channel for millions of people, and not just teenagers," says Berrey. "For many people in America, [it] is considered indispensable." It's a reality from which you can benefit.

We would recommend sending advertising text messages to a very elite group of clients, only the ones that you are sure wouldn't mind receiving a text from you. Spam is already frustrating enough but if I got spammed on my cell phone too, I would be angry and maybe even a little violated.

I must admit that last Thursday when I got a pre-recorded voice message from my neighborhood Papa John's... "Today is Customer Appreciation Day, get your $7 large-one topping pizza for today only"...well let's just say, I was hungry at the time.

Text messaging and pre-recorded voice mail, Two thumbs up!