Marilou’s word
It all started with a few tutorials on YouTube where I learned how to set up a system to reach my clients via text. Since then, I have used this very effective method, sometimes wondering if it is not too intrusive. Most people have a symbiotic relationship with their cell phone, and although it is a technological tool, it remains a part of our privacy that is found inside. Even if the content is the same, is a newsletter less time-consuming than a text message?
Offers of 20% off coats or invitations to 24-hour “flash” sales that consumers receive in abundance in their email inbox could soon land directly in their phone in the form of text messages , an even more effective promotional tool, according to the experts interviewed.
Why do businesses send promotions via text?
Companies are betting that they are more likely to reach their target if they send a text message rather than an email, according to Émilie Poirier, president of MixoWeb, a digital marketing agency. She then adds that users, inundated by emails, have reached a certain level of saturation.
“A text message is much more personal. People are paying more attention to it,” says Émile Arsenault, owner of Ouate de phoque, a company known for its sweaters displaying puns, such as “The saws I would have”. Since the start of the year, the retailer, which sells mainly online, has placed a lot of emphasis on this new marketing tool.
Concretely, is it really more effective than emails?
“Currently the opening and response rate to text messages is extremely high,” says M.me Poirier. People are on their phones a lot and there are still few businesses that rely on texting. »
On the side of Ouate de phoque, this way of doing things would generate more sales. The number of users who click on the link sent to the retailer’s site is six to eight times higher when sent by text message than by email. “If you’re a fan of the company enough to accept being sent text messages, you’re already at a higher level of purchase intent than someone who receives an email.” , observes Mr. Arsenault.
What are the costs of texting?
Although sent text messages generally require less graphic design, their delivery is sometimes more expensive than emails. Wadding pays $1,000 to send 30,000 text messages, compared to $200 to “send” 140,000 emails. Currently, the number of consumers who receive promotions directly on their phone is still limited. If it expands and if more companies use this method, prices will perhaps decrease, believes Mr. Arsenault. “Valid cell phone numbers become data that is worth a lot of money,” adds M.me Poirier. These approvals that we give a little quickly without realizing it have a very high value for these companies which, afterwards, can resell these lists. »
Is this legal?
Do businesses have the right to text consumers? Yes, if they have explicitly given authorization, stipulates the Canadian anti-spam law, which also applies to text messages. “If I haven’t explicitly subscribed, I’m not supposed to receive it,” insists Eric Parent, CEO of EVA Technologies, a Montreal cybersecurity firm. There should also be a simple unsubscribe process for users who no longer wish to receive messages. For their part, the companies interviewed assure that they scrupulously respect the law. “No one is going to receive a text message that they did not ask to receive,” says Franco Rocchi, marketing director of the Suzy/Le Château group.
What are the dangers for consumers?
Some users receive promotions even if they have not subscribed to a particular list. “Often what happens is people click somewhere to enter a contest and indicate that they agree to receive communications from that company and its partners. This is often where they come from [les textos d’entreprises à qui on n’a pas donné directement l’autorisation de nous interpeller] », Indicates Émilie Poirier, of MixoWeb. We must therefore be vigilant. Also be careful when receiving links by text message. You should never click on a link. The best is always to go to the company’s official website, recalls Eric Parent.
Are there any benefits to receiving promotional texts?
“There are still a lot of advantages,” says Émilie Poirier. We can be on lists where we are the first to know about certain competitions, certain promotions. »
Because phone numbers are worth their weight in gold to businesses, they tend to be extremely generous in the discounts they offer via text, she adds. “And nothing prevents the consumer from taking advantage of these discounts and unsubscribing afterwards. » As for the Suzy/Le Château group, for example, we often take advantage of text messages to promote limited-time offers.
How often can we afford to solicit consumers?
Abuse should be avoided when it comes to sending advertising directly to consumers’ phones. “We have to be careful not to “burn” our telephone numbers,” warns Émilie Poirier. You really have to be careful about what you send so that it’s relevant for people to read and use them. You shouldn’t send too much, and what you send should be particularly relevant. » Customers of the Suzy/Le Château group generally receive a text message every ten days. “We are sensitive to the fact that people do not want to receive text messages too often,” recognizes Mr. Rocchi. We want to keep it special. »