About 90 percent of text messages are read within three minutes, and the open rate for SMS text is as high as 98 percent, according to Gartner. This is probably common knowledge if you’re a marketer or communications professional, but those who are in charge of day-to-day membership operations, communications, and events (whether virtual or not) should also take advantage of this.
While there’s no shortage of mass text messaging apps in cyberspace, the main benefit of using an integrated platform is that you get the metrics you need associated with membership. There’s no wasted time in exporting contact lists, uploading to a separate text messaging app, then downloading and filtering data based on opens and responses. A true membership management solution houses all of that functionality in one system, making multi-channel communication more efficient, convenient, and productive.
Group text messaging can be incredibly useful, but it can also be overused. Here are four main guidelines to stick to when deciding whether or not to email or text members or other administrators in your organization.
1. You have an urgent announcement
Before you send your mass text message, ask yourself: Is this urgent? The reason SMS open rates are so high is because the majority of people, including your members, have their phones close by. It only takes a few non-urgent messages before they’re annoyed with the frequency of your sends. Just like mass emailing, consumers have the capability to opt out of mass text messaging – so text sparingly and only when there is real urgency. If you think your message can wait to be read, use email.
2. Your message is short
Even if you have an urgent message that you need to broadcast, it’s still safe to say the average person doesn’t want to scroll through paragraphs in a text message. A good rule of thumb is keeping within the character count of a Twitter post. You can always send a detailed email, then if necessary, send a text that mentions the subject line and to check the email for full details.
3. You need an immediate response
When you are looking for a quick turnaround on responses, text messaging is the way to go. Viable mass text solutions differ from regular text messages and group chat apps – even if you text multiple contacts, only you will receive their responses (unlike those annoying text chain messages).
4. The time is right
Lastly, it’s common courtesy to send and schedule texts during regular business hours, unless you’re running a widely publicized event or campaign and your contacts expect messages from your organization. I can’t speak for anyone else, but my Saturday mornings are pretty sacred.
Stick to the best practices above, use common sense, and you’ll be golden. memberplanet’s Broadcast feature lets administrative users send SMS text messages and email simultaneously, from a custom text number (so your members or constituents can tell it’s coming from your organization). You can learn more about this feature and our fully integrated membership management platform by scheduling a demo with our team.
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