There’s no question that texting is an extraordinarily effective way of reaching customers. Research shows that 98% of text messages are read, 90% of them within the first three seconds, and as many as 80% of customers respond.
But to succeed with mobile messaging, you need to do more than sit back and encourage your staff to text customers. Unlike email campaigns, texts can be tough to track—they reside on the personal phone of the employee who sends them. If that person is absent or leaves, other staffers have no idea where the customer is in the buyer journey. They may not even know who the customer is.