The Modern Gold Rush
If you live in California like we do or have even slightly studied the history of the Golden State, you’ve probably heard of Sutters Mill. In 1848, not far from where our current state capitol resides, lived a man named James Marshall who discovered “gold in them thar hills.” That discovery led to hundreds of thousands of people migrating west to California along with an influx of immigration from overseas. While the boom ended relatively quickly, the remnants of its impact remain today.
150 years later, another boom was taking place in northern California. It was the tech boom and with that came the modern version of the gold rush… a flood of developers and companies racing to develop apps. You can literally find an app for anything from gaming to shopping and everything in between. The question now needs to be asked… “is the app rush fading just like the gold rush of 1848?”
App Fatigue is real. Take a second and look at your phone. You probably have dozens of apps. According to comScore data, the average person spends 85% of their time using just five apps. Many experts feel people have hit a glass ceiling of sorts in terms of the number of apps we want to download. From a mobile marketing perspective, push notifications in apps provide a channel to communicate with users in real time. These notifications provided a huge sales boost for businesses. The most alarming issue surrounding app fatigue is the opt-out rate for push notifications. The folks at Kahuna have found that some categories have an push notification opt-out rate of as high as 60% in iOS while other studies show rates in the 40%-50% range for Android. ComScore data also verifies that just under 40 percent of users say they “never” or “rarely” allow notifications.
When is the last time you did not check a text message?
Here’s where the dilemma lies for countless small businesses. If your app isn’t one of the five that users spend most of their time on and if people are shutting of notifications on a majority of apps, how can you leverage the communication power of push notifications? The answer is simple. SMS marketing.
Answer this question honestly: When is the last time you didn’t check an incoming text message? If you’re like most people, you won’t be able to remember the last time that happened. That’s the power of text message marketing. Your customers don’t need to download an app. It’s already preloaded on their device and they actively use it.
The key to running a successful text message marketing campaign is to respect the personal nature of text messaging. This is one key element that many app push notifications are missing, resulting in users turn off notifications. Successful sms campaigns should:
- Be direct and concise
- Personalized and highly targeted
- Send msgs no more than 2x per week
- Add value for the customer