Text messaging is an ideal communication tool for companies to utilize at every stage of the sales funnel. While field and inside sales teams can leverage 1:1 texts or mass text messaging to connect with prospects and engage current clients, these two methods differ in their approach and intended use cases. Let’s dive into how your company can apply both strategies to reach your targeted audiences whenever and wherever they’re located.
What is 1:1 Text Messaging?
1:1 text messaging is a direct conversation between your business and a single recipient, allowing your company to have a personalized interaction with a prospect or customer. The key with 1:1 text messaging isn’t just how messages are customized, but how sales activity from these conversations is tracked. A customer relationship management (CRM) system such as Salesforce paired with a CRM texting solution will empower your sales teams to:
- Automatically log text conversions as activities
- Utilize their native mobile messaging apps without having to adopt a third-party app, ensuring that current workflows aren’t impacted
- Track all sales activity to identify conversion rates
- Automate notifications when specific keywords are mentioned in text messages
- Report on sales activity
Combined, these functions will enable your business to generate more sales opportunities and close deals at a faster rate than other channels that don’t deliver the same level of open and response rates.
What is Mass Text Messaging?
Mass text messaging is a sales communication method that casts a wider net to prospects and customers than 1:1 outreach. Depending on your company’s audience size, your business can easily send bulk messages with information to hundreds or even thousands of recipients. This approach is ideal if your business wants to quickly connect with large groups simultaneously with the same offer.
With mass text messaging, your company can bypass the main issues that make email less than ideal for connecting with prospects and engaging customers. Industry research has shown that text messages’ open rates are 98%, compared to 20% for emails. Your business could also experience far greater engagement levels through texting, as text messages’ response rates are 45% versus just 6% for email.
Major Points of Difference
The main differences between 1:1 text messaging and mass text messaging are customization and scope. Your business should utilize 1:1 text messaging when you want to issue personalized content that can solve a customer’s needs, while mass text messaging can position your brand to be top of mind among a significantly larger pool of recipients.
Regardless of the texting method your company chooses to utilize as a sales tool, your business must always ask for permission to engage with prospects through this channel. Otherwise, you may face legal ramifications under the Federal Communications Commission’s (FCC) Telephone Consumer Protection Act. Passed in 1991, this legislation requires any organization to obtain written consent from customers prior to sending any text messages.
By asking recipients for permission to engage in a conversation through text messaging, your business will also immediately establish trust with prospects.
When to Use 1:1 Texting and When to Use Mass Text Messaging
1:1 texts and mass text messaging both have their place as sales tools, and your targeted audience will be key to determining which method you should use. For example, if your company wants to establish a relationship with a potential client, 1:1 texts are ideal because you can personalize the message to address the recipient’s specific pain points. 1:1 texting can be used in several sales-related scenarios like to:
- Introduce your solutions and services to a prospect
- Engage current customers to confirm any upcoming meetings
- Check in with prospects and customers to detail any new product or service offers that are relevant to their needs
- Interact with people already in the sales funnel to keep sales conversations moving
With mass text messaging, your business will be sending more generic messages that can reach a large pool of recipients without heavy customizations. Since the text messages will include more basic details than a personalized 1:1 message, mass texting is ideal if your company hopes to quickly:
- Raise brand awareness among new audiences
- Send timely promotions like discounts and sales
- Issue reminders about any upcoming events such as webinars or conferences your company is hosting or attending
While there’s certainly a time and a place to leverage mass texts in a sales scenario, 1:1 text messaging is far more customizable and can ensure your company resonates more deeply with each and every recipient. Much like how blast emails can seem cold and impersonal, mass text messaging may lack the personalization that’s critical for encouraging a prospect to opt into an offer or respond to the initial inquiry.
Start Sending 1:1 Texts Today
Despite the value that 1:1 texting presents in an always-connected society where smartphones are the dominant communication device, many businesses haven’t incorporated text messaging into their sales processes. In fact, a survey from Lunar discovered that 40% of customers hadn’t been contacted from a company through text messages in a previous three-month period. The study also found that:
- 94% of customers believe voicemail is the least convenient way to communicate
- 92% of respondents would like to receive text messages or emails rather than phone calls from businesses
Ready to start sending 1:1 text messages to your customers and boost conversion rates from your prospects? Download these 24 texting templates to optimize your 1:1 communication with your targeted audiences.
President at Lunar
Text messaging has become a valuable sales communication tool. Learn about how an SMS CRM integration can breath new life into your company’s sales process.
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