Urgency words in SMS marketing: What's your experience?
Mobile Text Alerts is tracking the performance of text messages that include "now, hurry, urgent, today, last chance, expires, expiring, limited, act now, don't miss, don't miss, ends, ending, final, only, asap, immediately, deadline", commonly expressing urgency.
Urgency-implying SMS marketing campaigns have higher click-through rates (22% CTR for messages expressing urgency vs 15.4% CTR for messages that don't imply any urgency).
While urgency-expressing wording is commonly used by businesses in order to trigger quick actions, brands should be mindful of using it because it can also result in higher opt-out rates.
- About a third of SMS marketing campaigns include some kind of urgency
- Urgency wording doesn't translate into a higher reply rate
- Urgency wording has a higher opt-out rate than non-urgent
So overall:
- Don't overuse urgency words in your campaigns in order not to lose subscribers.
- Time the urgency campaigns better and more meaningfully (for special occasions, like birthdays, weather alerts, or other essential alerts, upcoming holidays, etc.).
u/annseosmarty — 2 days ago