SMS-distributions recognized as the most effective marketing channel

The highest efficiency is achieved with a combination of SMS and email-marketing

Averages for opening email-distribution to the retail sector make up about 18%, while among the text messages, this figure exceeds 90% . Furthermore, generally the recipient opens the SMS for a few minutes . This was reported by Search Engine Land citing several studies.

Although text messaging is gaining popularity as a channel for promotion, they are still little used by most marketers in the retail segment.

According to research conducted by Internet Retailer for OpenMarket in 2016, only 29% of retail brands using SMS for marketing purposes or as part of customer service, while for email-mailings, the figure was 97%.

Search Engine Land could not find more recent data for comparison, but even with the strong growth messengers in the past few years, it is unlikely that a text marketing has passed the 50% mark.

Among the most popular retailers who actively use SMS, appear Macy's, Bloomingdales, Old Navy, Nordstrom, Crate and Barrel, Kmart, Bed Bath & Beyond, and Eddie Bauer.

Companies use text messages to notify customers about new promotions, reminders, as part of customer service, as well as to inform about the status of delivery.

According to a recent survey Yotpo, which was attended by 800 customers from different countries, more than half of the respondents would like to participate to receive text messages from your favorite brands (51%), as well as information about discounts (54%).

The survey also showed that 48% of respondents have already signed up to receive text messages from brands.

An earlier poll Zipwhip revealed that 76% of users receive text messages from brands (not just retailers). We subscribe to receive mailings 76% of loyalty programs. Thus among the preferred SMS communication channels are on a second site (41%) after e-mail (46%). Next come social networks (8%) and phone calls (6%).

One of the most attractive reasons to use text messaging marketing is a high ROI of such mailings. This is an inexpensive channel with a very high response characteristics. Over 60% of those who receive text messages from retailers, have made the purchase.

In this case, the joint use of email-newsletters and SMS can be extremely effective and have a multiplier effect. In fact, SMS - it is not a substitute for e-mail, and addition. In this case, SMS-distribution may be a key component of personalization strategies for retailers.

Source: Search Engine Journal
subscribe

Subscribe to SearchEngines newsletter

— Articles of renowned experts

— Analytical reviews

— Important news

— Hot topics from our forum

preview Google Ads ban demographic targeting for some categories

Google Ads ban demographic targeting for some categories

The update will be launched in the US and Canada Google is working on an update of the rules of advertising in categories such as employment, housing and loans...
preview ACAR: 87% of advertising agencies are faced with shrinking budgets

ACAR: 87% of advertising agencies are faced with shrinking budgets

Association of Communications Agencies of Russia (ACAR) continues to investigate the impact of a pandemic Covid-19 on the advertising market...
preview In The Video Direct's an opportunity to upload your video

In The Video Direct's an opportunity to upload your video

In The Video Direct's an opportunity to upload their own video into the editor, on the basis of which it is possible to create unique creatives...
preview Advertising Account VKontakte started showing ads Perevi

Advertising Account VKontakte started showing ads Perevi

The advertising account VKontakte table a new column, "Thumbnail" with the image or icon ads...
preview The YouTube Studio will be able to customize the design of the channel

The YouTube Studio will be able to customize the design of the channel

YouTube plans to offer content creators the ability to customize the look and branding channels directly in YouTube Studio...
preview Some companies can not change the status of "temporary closure" in the GMB

Some companies can not change the status of "temporary closure" in the GMB

At the beginning of the pandemic COVID-19 Google My Business team added to the service the ability to mark the company as a "temporarily closed"...