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Friday 4 December 2015
SMS Marketing - Quick, easy and cost-effective: how SMS marketing is cutting through the clutter
There is only one direct marketing medium that commands a 98% open rate within an average of five seconds – SMS.Text messaging is quick, easy and requires limited resources, yet proves highly effective both on its own and as a supporting medium.
Comparing read rate statistics from Frost and Sullivan (2011), SMS emerges the clear winner at 98%, compared to email at 22%, Twitter at 29% and Facebook at 12%.
Sheer volume is one of the reasons people pay more attention to SMS; while we each receive more than 1200 emails per month, the average number of SMS messages received in the same time is only 178, according to Tatango.
With the average person looking at their phone 150 times a day (Nokia), SMS messages are read within five seconds of being received (Slicktext). This means marketers can be very specific about targeting individuals at the right place and time.
Perhaps you’re a retailer and you know your customers are likely to be out shopping on a Saturday morning – you can target them with a special deal or product update via SMS.
Or maybe you’re a service provider and you want to find the best way to ensure your customers don’t forget their appointments – you can remind them just in time with SMS.
Getting your customers to take action tends to work better on SMS too – click-through rates for SMS are around 19% compared with 4.2% for email, according to TextBoard and Mailchimp.
Because SMS is still a largely untapped area, marketers are finding it a useful way to break through the clutter.
“SMS is great for supporting other mediums, as it can raise brand awareness and spike interest in reading an email that they may otherwise ignore and delete,” says Mark Van Zuylekom, general manager of Australian business SMS provider Esendex.
When it comes to the logistics of your campaign, SMS requires very limited resources.
All you need is a simple message of 160 characters or less and a database of numbers to send it to. The fact that it’s short makes you focus solely on the main point.
“There is no email to design or code, no landing page to create, no letter to post, no flyer to design or print,” Van Zuylekom adds.
This article was produced by Marketing on behalf of Australian business SMS provider,Esendex.
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