Texting Still the Most Effective Way To Spread Awareness: State of Texting in 2021 Reveals

New report on texting trends through 2020 reveals how texting may still be the most effective marketing channel.

A new report by Zipwhip, The State of Texting 2021Opens a new window , found that despite new social platforms and instant messaging options, texting remains a popular way for brands to reach customers. The report explores how businesses continued to stay connected to their customers and employees through the tumultuous year of 2020.

Businesses were tasked with the enormous responsibility of keeping their customers and employees safe from the spread of the coronavirus. They also had the pressure of quickly innovating areas of their daily operations and services to keep themselves afloat. Maintaining thoughtful and efficient communication of any changes was crucial.

For many businesses, COVID-19 was also the unexpected catalyst to their digital transformation— the integration and re-imagining of digital technology across a business that positively affects processes, culture, and customers. Companies shifted services from in-person to online or re-examined how existing digital practices could better suit employees or customers to adapt to a global health crisis.

Communication was a major component of these strategies, and texting shined as an effective tool for direct interactions. Texting was a preferred way to get in touch with customers before the pandemic and has maintained its popularity during this time of crisis, offering fast, visible communication across multiple use cases.

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Top 7 Insights on the State of Texting in 2021

1. Texting is the fastest way for a business to reach the majority of its customers: 58% of consumers say texting is the quickest way to reach them, making it a strong alternative to emails and phone calls. 54% of businesses said they have a difficult time getting a hold of customers, and 78% say they play phone tag with customers “somewhat” to “very often.”
2. More businesses adopted texting in 2020 as COVID-19 created a need for better communication: 70% of companies now use texting to reach customers and employees, up 3% from a year ago. 34% of businesses adopted SMS because of the pandemic, and 77% of them say they would continue texting post-COVID.
3. The pandemic prompted consumers to send more texts than usual: 50% of consumers said they are sending more texts than usual during COVID-19. The majority (87%) said they are checking in with family and friends. 49% are using SMS to keep in touch with their colleagues or employer, and 44% are using it to schedule appointments.
4. Texts about appointment reminders and shipment updates were most valuable to consumers in 2020: 64% of consumers said appointment reminder texts were the most valuable, while 48% said updates on shipments, and 29% said discounts on products or services. Businesses should note the types of texts customers want to receive to ensure they are providing value.
5. Businesses lack awareness around TCPA best practices: 44% of the companies that text are unfamiliar with the Telephone Consumer Protection Act (TCPA), which safeguards consumers from unwanted calls and texts. Not complying with TCPA rules, like obtaining opt-in, can result in big, often expensive penalties for businesses. More than a quarter of companies admitted to sending texts in 2020 to customers that had not opted in.
6. Text payments may be a missed opportunity for businesses: Nearly half of consumers say they would like the option to pay a company by text if it was done securely. Yet, only 29% of companies say they would consider accepting payments by text. As digital, contactless payment options grow more popular, businesses should be mindful of their customers’ preferences.
7. COVID-19 and natural disasters had significant impacts on businesses in 2020, but their outlooks are optimistic: As a result of the pandemic, businesses had to make significant changes. 47% of businesses added new safety procedures, 36% saw a decrease in their revenue, and 31% had adjusted hours. On top of that, 25% of businesses were impacted by natural disasters or other property damage. Despite those challenges, the average business rated their optimism for 2021 at 3.46, with 1 being not at all optimistic and 5 very optimistic.

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While businesses are itching for a return to normalcy, business as usual may not be the right move for everyone at the end of this global crisis. Many of the remote and contactless offerings necessitated by COVID-19 have proven convenient and sometimes more profitable. To build loyal customers and keep employees happy post-pandemic, businesses should permanently add any changes that customers and employees have come to appreciate. Further, they should continue to embrace digital transformation strategies that make it all possible.