You’ve likely read the research about how email open rates are about 20% while about 98% of texts are opened and 90% of texts are read within three minutes.
But you have to read the fine print.
What mass SMS companies (and their marketing stats) don’t make as clear: Texting is too personal a tool to use for prospecting.
Don’t text strangers.
Yes, once you’ve built a relationship and asked if it’s okay to text, texting is awesome. Done right, it WILL help you convert.
But until you have communicated enough and are comfortable with each other, consider this, from Leads360 research: “…for the same reasons that text messages can be an effective way to communicate…, they also have the potential to be interpreted as intrusive or in violation of one’s personal domain when used for business purposes.”
Once you’ve spoken to each other, to start a texting relationship, do this: Text a thank you for their time. Nothing more. Nothing. If they don’t respond, don’t text again until you grow a more authentic relationship.
Texting. once you have that relationship, is a fantastic additional channel to communicate. Without that level of comfort, beware.
I recently agreed to a connection on LinkedIn. The connection sent an intriguing follow-up/thank you:
“Thanks Sue. I’s nice to be connected… But if the only thing we know about each other is what’s written in our profiles, what good is being connected? Are you open to scheduling a time to talk to learn more about each other over a call?”
Clever. I wanted to learn more. I sent a date and time and (still through LinkedIn messages) wrote, “My mobile is ….. , or I’m happy to phone you so we can talk then.”
she immediately texted me…
an annoyingly chatty message… ON MY PHONE! Who gave her permission to do that?
Email or call, but save texting for AFTER you have a trusting relationship because then it can be magic.
PS. Don’t confuse OPEN rates with RESPONSE rates. That’s the difference between what marketing and sales gets paid. -)
Looking for practical, specific ideas to position your team for success when recovery comes? Sue provides engaging, fully customized virtual training that will energize your team – and their sales results.
To learn more about virtual training possibilities custom fit to your needs, please email Sue@SpeakerSue.com or call (+1-480-575-9711). Your team will thank you for giving them the tools they need now.
PS. What comments, ideas or stories do you have to add to today’s post? You can do me a huge favor by adding your insights and comments, or forwarding the post. Thanks for your help!