SMS Marketing Has ‘Open’ Rate Of Almost 100% Claims New Study

SMS Marketing Has ‘Open’ Rate Of Almost 100% Claims New Study
SHARE
THIS



As smart and mobile phones have become ubiquitous in recent years, mobile SMS marketing has developed as an important new channel.

And with just cause. Compared to email marketing, SMS has a staggeringly high open rates as the chart below attests. While a good email campaign can deliver open rates of around 20 per cent, SMS messages have an almost perfect delivery rate at close to 100 per cent.

And user response times are almost two and a half thousand times times according to a new paper titled “Mobile Marketing: A Prescriptive Guide Fortified to Build Stronger Marketing” from Oracle Marketing Cloud.

The Guide argues that the low cost and flexibility make SMS marketing ideal for businesses.

“SMS is lightning fast, literally putting your message into subscriber pockets or purses seconds after you send. The average time for all mobile carriers and SMS services is less than seven seconds from send to receive.”

Some description

(Chart: : Consumers expect a more imemdiate experience.)

The authors note that almost every SMS sent is opened (and read), whereas only a fraction of emails sent are read. “When a subscriber feels that friendly buzz in their pocket or hears that Pavlov’s Dog tone signaling a text message, they always look. In some cases, text messages are automatically opened, where emails aren’t. Subscribers have a choice to open your email.”

A number of tips are offered for marketers thinking developing an SMS campaign;

•  Posing your message as part of a questionnaire or poll encourages your target audience to read more closely and become an active participant.

•  Offering up a toll-free SMS reply option is an extra incentive for users to engage with your brand.

•  And including a link to an entertaining video or images with more details about your promotion encourages users to investigate further.

The Guide suggests there is a higher efficacy for SMS relative to email “Consumers can get thousands of emails a month. Empowered by the technology at their desks and in their hands, consumers can fast-forward, delete, or tune out any messages they don’t like.”

SMS offers a way to reach these consumers where they miss (or avoid) other traditional messaging mediums.

This article originally appeared at www.which-50.com

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine