Using text messages for marketing
I would suggest that any company looking to use texting has to adopt an opt-in approach for marketing messages as Seth points out. For me personally I don’t mind receiving texts as long as they are valuable to me. So if they provide me information that helps keep me up to date, then that is useful, but pushing a sales message at me without my permission is a shortcut to “sayonara”.
I’ve often thought that texting would be good for a bank. Let’s say I’m buying a home and I’ve already applied for a mortgage. To save me constantly calling the bank for updates and having to navigate through the awful IVR system, the bank could send me text messages to keep me informed about the loan progress or any additional information they require. That’s proactive, that’s useful and would make me feel they really cared about my convenience. Really good way to strengthen customer relationships which could be leveraged to ask if I might like to be kept informed about other related services the bank offers. A great way to cross-sell. Softly softly does it.
Using text messages for marketing
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