Home service companies can benefit significantly from using text as part of their communication strategy for several compelling reasons. According to research, the average open rate for text is 98%. Unlike other methods of marketing such as email, a text message is nearly guaranteed to be seen by your audience. Text can be a powerful tool for appointment reminders, updates, promotions, and customer service. There are a variety of best texting practices to ensure effective communication with your customers while maintaining their privacy and satisfaction.
Get the Customer’s Consent
Always obtain explicit consent from your customers before sending them marketing text messages. You can do this in a number of ways, including by including a consent with an opt-in checkbox on your website, or you can run ads that offer consumers a way to pro-actively give consent by texting the business a specific keyword. You should also be sure to include an option for customers to easily opt out of receiving further text messages, even if they have opted in before.
Use automation as much as possible but do so with a responsible approach. Incorporate natural language to ensure that customers don’t perceive interaction with a robot. Ensure your platform has a success team that can assist you in crafting effective automated questions and answers, directing texts to the appropriate agent based on responses.
Use Clear, Personalized Messaging
Personalization can make your messages more engaging. Use the recipient’s first name and tailor the content to their specific needs whenever possible. Ensure that you utilize a platform capable of automated personalization using an uploaded file, especially when distributing bulk campaign messages.
You should also keep your messages short and to the point. Avoid technical terms that your customers may not understand, and clearly communicate the purpose of the message.
Timing and Frequency
Send marketing text messages during appropriate hours. The Telephone Consumer Protection Act (TCPA) states that promotional communications must occur between the hours of 8 a.m. and 9 p.m. in the message recipient’s local time zone. A number of states and localities may have similar restrictions in place. Avoid sending marketing messages too early in the morning or too late at night to be compliant, and always consider the time zone of your recipients. Ensure that you select a platform that enables you to maintain regulatory compliance by providing settings that can factor in recipients’ quiet hours in their respective time zones and prevents any inadvertent sending of text messages during these hours.
It is also wise to update your customers with important information over text, as they are likely to check that channel first. To be exact, nearly 70% of people open a text within five minutes of it being sent. However, don’t overdo it. Send messages when you have relevant information or promotions to share, but don’t inundate your customers with messages. Respect their inbox.
Schedule a Consultation
Using personalized messaging, staying compliant, and finding the right timing and frequency to keep customers engaged are three of the main keys to mastering the text communication strategy in the home services sector. To learn more, book an appointment with one of our specialists.