Brands should use SMS to reach out to existing customers under lockdown for effective communication

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2020, 12:28 PM UTC

The pandemic has made it very hard to find new customers.

Marketers need to ensure that they are communicating effectively with their existing customers to foster loyalty during the COVID-19 pandemic. The chances of selling to an existing customer are 60%-70% as opposed to 5% to 20% of selling to a new customer.

Brands should also ensure their communications are relevant and hyper-personalised for the consumers. While customers have more time to read company communications due to the lockdown, they can be unforgiving about any form of wrong messaging.

SMS’s, which had a pre-pandemic open rate of 98%, can be especially effective to reach out to consumers at home. The piece suggests leveraging SmartSMS technology, which used SMS characters as the subject line before leading customer to a personalised website with “content unique to the individual customer.”

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