When enterprises select an outreach strategy, the primary CTA seems to be “choose one: calling or texting.” And sure, there are thousands of stats to move a decision maker one way or the other. But here’s something that no one is addressing: it’s not one or the other — it’s a choose your own adventure. Think about it — even retail companies use a barrage of commercials, billboards, and direct mail. It only makes sense that enterprises also add multiple channels to their outreach strategy.
So, why not have scheduled calling and SMS? And while you’re at it, why not throw in voicemail?
It’s Not One or the Other
The problem with the “calling vs. texting” debate is that it leaves out other valid outreach strategies (that’s a logical fallacy). Other valid outreach strategies can be used with scheduled calling and SMS — like voicemail.
Let‘s take a look at how voicemail can aid your contact strategy.
Why Leaving Out Voicemail is a Mistake
It’s no secret that fewer people are answering phone calls nowadays. And it makes sense — callers compete for valuable free time that their audience doesn’t want to give up. Lots of calls are rolling over to voicemails, which some enterprises aren’t prioritizing because only about 18% of people even listen to voicemails from numbers they don’t know (CBS). (We’ll touch on the importance of the word “listen” in a bit.) So, enterprises started texting their audience more, which works great with specific demographics. But one channel alone isn’t enough, and although SMS has seen great engagement, it isn’t the cure-all. (Even we at Drips recognize the importance of a well-rounded conversational outreach strategy.) That’s why an astounding 43% of Americans have unread texts on their phones, with the average American having 47 unread messages (Yahoo).
If it seems like there’s no winning solution to solve your enterprise’s connection problem, give us just a few more seconds. We promise there’s a silver lining.
The problem with only choosing one outreach channel is that you abandon the people who prefer different methods. For example, although people don’t pick up the phone for numbers they don’t recognize and don’t listen to their voicemail, 75% of them at least want to read their voicemails (Metaswitch). Voicemail transcriptions are becoming better and are being more widely used. And since the average person can read a message at least three times faster than they can speak it (PC World), it just makes sense that people are skimming messages to catch the gist of a call.
How Your Enterprise Benefits from a Choose Your Own Adventure Approach
Even if your audience is dodging your calls and leaving your text messages unread, many of them are looking at their voicemails. And if you’re using all three strategies to connect, undoubtedly, you’ll get higher engagement by giving consumers choices.
There’s a huge benefit to choosing a partner who recognizes the importance of having an optimized conversational outreach strategy that’s personalized to your needs.
At Drips, we find that using a cadence of voicemails, texts, and scheduled calls will yield the best balance for your outreach campaign, but you have to do it the right way. Embrace the convenience of Visual Voicemail by Drips and give your audience a simplified way to enter your campaign, with proper context in less time and a click (or tap) to call instantly.