A 95 Percent Open Rate? Why Texting Should Be in Your PR Toolbox.
WRITTEN BY Lauren Empson
For many of us, our phones are a lifeline.
This may sound like a bit of an exaggeration. But, even beyond the emergency communications capabilities phones provide, our phones are literally how we get so much of our information, especially these days when most of us are staying home.
Looking at the average amount of time spent on online media in the U.S., the time spent on desktop computers has declined slightly between 2013 and 2019, while mobile media consumption increased by 130 percent over the same time frame.
While more people are online than ever before, it’s important not only to recognize where people are getting their information, but also how they’re accessing it.
The thing is, even while 96 percent of Americans own a cellphone, 15 percent of American cellphone users are without internet on their phones. Fifteen percent of Americans who own a cell phone aren’t able to get the regular, constant stream of information as easily as others.
Ironically enough, it’s this 15 percent who often need information most during the COVID-19 pandemic. The population of those with a cellphone (not a smartphone) is largely those who are age 65+, those living in rural areas and lower income populations. These are the people who in many cases are higher-risk for COVID-19, those who are working the jobs that are keeping our country running and those who could benefit from government services.
So, the big question: if we are so dependent on our phones to keep us updated and informed, how can we reach those without internet access?
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The answer, actually, lies with our phones.
I know, I know. I just told you that a chunk of people can’t use their phones to get online and get information. But, they can still receive updates.
Recognizing the value of phones when it comes to sending and receiving updates and information (see up above), texting is a super effective way to reach those without internet access.
Why Texting?
SMS messages (or texts) are powerful. The average email open rate ranges between 15-25 percent. SMS messages are opened more than 95 percent of the time.
Instant response. 90 percent of all text messages are read within 3 seconds.
Diverse users. Again, you don't need people to have a smartphone to get a text, so it's a good way to reach that 15 percent without internet access.
A couple of things to keep in mind, too, when you’re gearing up to hit send on that text:
Mid-day send. Several resources reiterate that the best time of day to send a text is noon/mid-day. But given how much people are on their phones, there's a lot of wiggle room.
Weekday send. Sending a text on a weekday can be more effective, but, again, there’s wiggle room.
Character limits. A 2-1-1 text (the traditional texting service for those needing or receiving information or assistance) is usually limited to 160 characters, including spaces.
"Msg & data rates may apply." Almost all cell phone plans come with unlimited text messaging included and buckets of data, but, depending on their cell phone plan, individuals may be charged to receive text messages or reply to them.
I’m not saying that texting is the end-all-be-all. Like any solid communications strategy, a multi-layered approach with multiple tactics works best when trying to reach your audience.
For those without internet access, getting your message out there through radio, television and mailers should be explored right alongside texting.
It’s our duty to ensure that all populations get the information they need, especially during a crisis. Texting is a platform that allows us to do just that.
