Customer retention in marketing is the process of engaging existing customers to continue buying products or services from your business. It is different from customer acquisition or lead generation because you’ve already converted the customer at least once. 

One of the major challenges of business is the inability to retain customers which are often caused by;  poor customer service and relationship, price, low quality or a decline in brand value, which could lead to customer dissatisfaction and further lead to customer defection. So what can you do to retain customers in the face of these obstacles?

It’s no news that the way to build customer loyalty, and ultimately increase customer retention, is by connecting with customers through their mobile platform. Well, SMS is one of those nifty mobile platforms people trust and if used correctly, business owners can leverage the platform to sway the odds of customer retention back in their favour.

SMS Marketing involves sending promotional or transactional messages for marketing purposes via text messages(SMS). Which are often meant to communicate current offers, updates and alerts to people who have approved to receive these messages from your business. 

About 66.5% of the world’s population are active users of mobile phones and these people check their phone dozens of times a day, as text messages become a direct and effective channel of contact to customers. Also, it has been shown that SMS open rate is as high as 98%, compared to just 20% of all emails. And, on average, it takes 90 seconds for someone to respond to a text and 90 minutes to respond to an email.

SMS isn’t only about promotions and coupons. It’s a form of communication between you and your clients. And no other medium is as effective at reaching customers as SMS messages. Customers are over four times more likely to open an SMS text than an email, and an internet connection isn’t required to receive text messages, making it the top choice for customer service.

What to note before sending the messages. 

1. Customer segmentation: The first step is to segment your customers. Customer Segmentation is the process of separating customers into groups based on common characteristics so you can market to each group effectively and appropriately. It helps to create and communicate targeted marketing messages that will resonate with specific groups of customers, but not with others(who will receive messages tailored to their needs and interests, instead).

2. Personalize the messages: Customers feel loved and appreciated when they receive personalised messages from businesses and service providers. So we advise that you employ this method when sending out the messages. At , we have a Personalised SMS feature that can help you achieve this so your customers receive your messages like Dear John,xxxxxxxx

3. Pay attention to timing: No one enjoys getting a text during the early morning hours or receiving repetitive text alerts from you. Keep your texts purposeful and respect your customers’ time before hitting send.

With these in mind, how then can one retain customers with the use of SMS Marketing?

1. Checking up on them: One of the major ways which SMS Marketing works for Customer Retention is by sending messages to inactive customers tell them that you miss them and also asking them why they stopped using your service. Customers appreciate such messages and some do reply stating the reasons why they stopped or let you know the challenges encountered while they were using your service.

 2. Promos/Discounts: People love discounts. We advise that you periodically organise Promos/Discount offers. During such campaigns, send text messages to your inactive customers informing them of the ongoing offer. A percentage of them are definitely going to pick interest in the offer and patronise you.

3. Send them regular updates: Whether it’s an appointment reminder, update or improvement or an invitation to an event,, make sure that your texts are relevant to your customer. Texts that don’t provide a meaningful benefit to your customer will begin to look like spam and more people will opt-out. Once they’ve opted out of your SMS program, you’ve lost a powerful link to that customer. So make sure you plan your texts carefully and do not bombard your customers with text.

4. Friendly Reminders:  It’s arguable that SMS’s most powerful feature lies in its ability to make people’s lives easier. SMS can be used to let your customers know that they have an appointment coming up in the next day or two, or that their bill is overdue, or whatever else it is that they need to be reminded of. It can effectively be used as a humble little helper, there to assist people to get things in order. 

As you begin  SMS Marketing, we urge you to take these practices to heart and understand how powerful customer retention truly can be. In today’s market, businesses and customers no longer have time to set on their thumbs. You have to take action and make an effort to stay relevant.

If you are new to SMS Marketing or you are looking for a reliable provider, you can sign up on our website: