Frequent text messages lead to opt-outs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2021, 2:45 AM UTC

A recent survey of 2,000 Americans over 18 revealed that 67% of consumers don’t appreciate abbreviated words in a brand’s text messages.

55% Americans prefer a less pushy approach from brands when they text them, and 63% of consumers over 55 concur. While 42% of Americans approve of brands using slangs, millennials at 48% have a higher approval rate for slang than those over 55.

Words like “extra” are more acceptable, compared to words like “slay”. Consumers (43%) are accepting of entertainment brands using humour, while only 15% find it appropriate for healthcare brands. 56% of Americans respond better to brand texts with emojis.

Annoying tone/language, messaging too frequently and irrelevance can cause consumers to opt-out. 42% of consumers consider non-essential brand texts a “big no-go” on weekends, and 30% prefer weekday afternoons. Consumers depend on brand texts for appointment, order, and abandoned cart reminders.

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