When to Use 'Textese' in SMS Marketing
“Textese” may be convenient and even fun some of the time, but in most cases it should not be used in SMS text marketing.
Unfortunately, while it is true that SMS texts are short and it may therefore be tempting to use abbreviations like “R U” in text marketing messages, if you end up losing business as a result then the last “LOL” may be on your company. After all, an opted-in SMS text message audience can be a hard-earned goldmine when one considers that almost one hundred percent of material sent via SMS text messaging gets opened, read, and, in many cases, acted upon.
For most businesses, however, so-called “textese” acronyms, such as the ever-popular “OMG,” are probably completely outside the normal tone used to communicate with clients. Trying to sound “cool” or “hip” is not worth the feeling of dissonance that you may create for many of your otherwise longstanding and loyal customers. If you feel tempted to use “textese” merely in order to save space, on the other hand, you should consider writing a shorter text message that will instead lead customers to a landing page that gives more detail about your product or service.
In addition to the risk of alienating recipients by using a tone that sounds out of character for your brand, there's also a high risk that the consumer who receives the message will literally have no idea what your message even means. WhileSMS text messaging has gained great popularity, with almost one hundred million people now using text messages, the fact is that half of those users are above the age of twenty-five and are therefore not necessarily up on the latest in textese. In fact, more than half of these users fully acknowledge their utter lack of fluency in textese. That's why the rule of thumb is, for most SMS text message marketing campaigns, when in doubt, leave the textese out.
There are some exceptions, however. For marketing campaigns that are based around the concept or practice of texting itself, there are many clever ways to employ “textese” with an audience that you can be sure will follow what you're trying to communicate and will be on the same page with you as far as the tone is concerned. And, of course, when your target audience is that under-twenty-five demographic, textese can be a perfect way of communicating the feeling of young, irreverent fun and energy. For instance, textese may hit just the right note for the clubbing industry, events, parties, etc.
In all cases, keep in mind just how casual the tone of “textese” – curse words and all – really is. Be certain that you, yourself, know what all of those letters in that acronym actually stand for; if you're not a hundred percent certain that your audience will be okay with all of those words, then don't take the risk.