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.
