Restaurant guest engagement solution provider Mobivity has released the findings of its “2021 Restaurant Text Marketing Benchmarks Report” which looks at the impact of text message marketing programs on guest frequency, spend and ROI for restaurants and brick and mortar brands.
Analyzing its own network data of 15 million subscribers and 500 million transactions from 2018 to 2021, Mobivity found that text message marketing subscribers visit stores 44% more frequently than non-subscribers. And once a consumer joins a restaurant’s text messaging program, the guest’s spend increases 23%.
Measured over six months, a text subscriber can be valued at $12.15 on average in incremental revenue and Mobivity saw brands with incremental text subscriber revenue as high as $16.59.
Guests who join text marketing programs stick with it. According to the research, 96% of subscribers remain in a text program after 90 days, and 90% are still in the program after two years, outpacing app and email subscriber retention by a factor of 2X and 3X respectively.
The timing of offers matters. The benchmark data show that 60% of redemptions occur within the first 24 hours, and 39% of redemptions happen on the same day the subscriber receives them. Further highlighting the immediacy of text messages, more than 30% of redemptions occur within the first three hours after receipt, and nearly half of those are within the first.
To download the “2021 Restaurant Text Marketing Benchmarks,” report please visit mobivity.com/benchmarks.