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2022: The Year of the Human in SMS Marketing
SMS Marketing Best Practices

2022: The Year of the Human in SMS Marketing

Voyage is giving you an all-hands-on-deck view of the SMS marketing landscape as we head into a new year. We’ve got emerging trends from customer data in 2021, combined with predictive SMS insights for 2022.

January 6, 2022

Whether it’s Spotify Wrapped or your Reddit Recap, it seems like every brand in the world is doing a 2021 “Year in Review” of some kind. Looking back is fun, but looking ahead is where the real wins are. Why not do a bit of both?

Because we love our customers and fans, Voyage is giving you an all-hands-on-deck view of the SMS marketing landscape as we head into a new year. We’ve got emerging trends from customer data in 2021, combined with predictive SMS insights for 2022.

One theme anchors all of our helpful hints: the increasing consumer demand for a human element amidst the necessary automation of eCommerce marketing. SMS is the most intimate channel for consumers, which is why it tends to be so successful in converting customers. However, sustained SMS success is only possible with the personalization and intuition of real humans.

It’s important to double-check your supplies and tighten your knots as you stop into port. Let’s look back and look forward with Voyage’s end of year guide:

SMS Marketing Year in Review: 2021

When your brand sends an SMS automation to a customer’s phone, your offer will appear right next to messages from their family, friends, and loved ones. SMS allows brands to capitalize on a sound social commerce strategy.

Consumers are shopping online more than ever, and 2021 was proof of the power of text marketing. Emerging brands and entrepreneurs can experience true growth by mastering SMS as an acquired skill.

The Preferred Channel for Consumers

Our friends at Tech Jury gathered some great statistics to show how relevant SMS marketing was for eCommerce this year:

  • 75% of clients want to receive offers via SMS
  • The click thru-rate (CTR) rate for offer messages is higher by 9.18% compared to any other digital channel
  • SMS has a 98% open rate compared to email marketing

Not only does SMS provide accessibility to consumers: these individuals also actively want to engage with their favorite brands through text.

Related: How your social commerce strategy can drive SMS list-building and conversions

Voyage Success Stories

Voyage customers deserve a first-mate designation for their SMS efforts in 2021. Our loyal crew, including brands like Birthdate Co., Dragun Beauty, and Cameron’s Seafood (to name a few!) were able to engage, convert, and delight customers all year long.

On average, our partners averaged:

  • 99% deliverability rate (nearly every message gets to subscribers!)
  • A CTR of more than 30%
  • 2-5x list growth
  • 40x return on advertising spend (ROAS)

Looking ahead to SMS Marketing in 2022

The success of SMS automations will likely lead to a more crowded landscape. Retail brands fighting for attention need a way to separate themselves.

It may sound dramatic, but the key lies in humanity. Especially in a COVID landscape, customers are seeking personal connections with brands.

Companies looking to grow have an opportunity. Little skiffs can grow into massive cruise liners by learning the ins-and-outs of SMS, and capitalizing on the market need for human touch.

Personalization and Segmentation

You don’t text the same way in a family group chat as you would in a text thread with friends from high school, right? Take the same approach to your SMS automations.

Analyze your data from high-volume periods like Black Friday Cyber Monday to further segment your customer base. Repeat customers produce higher lifetime value (LTV) than new shoppers, so send customers offers based on what products they want, when they shop, etc.

Related: Black Friday Cyber Monday SMS Deep Dive

Conversational SMS

Conversing with robots is something consumers want to leave behind in 2021. For 2022, the concept of “human in the loop” SMS marketing is key.

Automate what you can, but be aware that the extra few dollars of spend on a human customer service component can build valuable brand equity. Show your customers that you think about them as a fellow human, rather than just a quick buck.

SMS Audits

The best way to start 2022 is with confidence in what your data tells you. An SMS audit empowers your customer experience with direct insights.

SMS works best when synced to your entire sales and marketing pipeline. Voyage’s Compass 360 Digital Marketing Audit brings actionable analysis to make sense of your customer data. Our digital marketing experts can perform an audit of your full digital marketing ecosystem.

Get in touch today to learn how a digital marketing audit can kick start your eCommerce efforts in 2022!

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