For brands, the digital marketing game doesn't just play while customers are actively researching products, that phase of the customer journey before making a purchase choice when users are looking for information, guides, and reviews. Beyond the big playing field of digital marketing, there is an equally important moment that is often overlooked by branding strategies: we talk about inactivity , that phase when the customer no longer makes purchases or does not interacts more with your communications. Re-engagement is a fundamental activity for any business, and today we tell you how to do it through an even more immediate channel: the SMS . Re-engagement with SMS messages Text messages often succeed where email cannot: text messages have average open rates of over 98% .
This means you can be sure recipients will open the message and view the content. It is therefore up to the bravery of the brand to make the content of the 160 characters available effective and persuasive. One of the unique advantages of the SMS channel is its versatility , brevity and ability to almost always reach the recipient. This translates into a fundamental E-Commerce Photo Editing Service chance for brands to retain customers and steer them towards new purchases . Inactivity can be identified through several parameters: while e-commerce sites can set an inactivity threshold based on visits to the site or the date of the last purchase , merchants can do the same by analyzing the valuable data recorded in the loyalty cards of each customer. What is the first sign of customer inactivity?
Their lack of interaction with brand communications, especially with emails . The same users who were once interested in our communications stop opening emails or clicking on our calls to action at some point. Inactivity is a phenomenon that affects all brands, without exception. A study conducted by Return Path estimates that, on average, each database has a percentage of inactive customers equal to or greater than 25% of the total number of subscribers. That's a high number, but it has great conversion potential, especially considering that retrieving someone already in the database is much less expensive than acquiring someone new. For this reason, SMS messages can also be crucial in supporting an email marketing strategy . The 3-step re-engagement strategy If a customer has become inactive, it means that he has already subscribed in the past, that he has made one or more purchases, and that he has expressed an interest in our company and our catalog of products and services; it may be that at some point our offer has become less attractive.