Infographic: Return Your Customers' Love

Consumers yearn for a connection. And when it comes to mobile brand communications, consumers have their heart set on SMS messages. According to Responsys' “Mobile Marketing Engagement Study,” 76% of U.S. consumers subscribe to text messages to receive marketing communications from a brand. And while the love isn't as strong, 45% of consumers say that they sign up for in-app inbox messages and 21% say that they subscribe to push notifications.

But some marketers don't return the love. Among those who subscribed to mobile messages, 74% of consumers have received marketing messages via SMS, less than half of respondents (49%) have received brand communications via in-app inbox messages. Likewise, less than one third of consumers who opted in to  receive in-app push notifications have received them. Furthermore, 35% of consumers say that the mobile marketing messages they do receive from brands are irrelevant, according to the study.

Most consumers enter a brand relationship with good (i.e. purchase) intentions. According to the study, 59% of consumers say that they opt in to mobile communications to receive special offers or promotions. Similarly, half of respondents opt in to learn about sales, and 38% opt in to receive timely reminders or alerts. Consumers also typically opt in after hearing that the brand they've been eyeing is quite a catch. For instance, 51% of respondents say that suggestions from family members or friends generate an opt-in. Likewise, 46% of respondents say an email prompt can elicit an opt-in. And once consumers start engaging with a brand, they tend to fully commit: 50% of consumers surveyed say that they've made a purchase as a result of an SMS message, and 39% of respondents say that in-app inbox messages have spurred a purchase.

And although 68% of consumers who downloaded apps enable push notifications, those who prohibit the notifications have their fair share of trust issues. For example, 59% of consumers who block push notifications say that they don't want to receive a bombardment of alerts. Furthermore, 35% say they don't allow the app to have access to their phone settings.

So court your customers, hold their hands, and show them how enchanting a mobile brand relationship can be.


 We know you love infographics. Check out some more Direct Marketing News originals.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions