How long has your business engaged in email marketing? If you've been an email marketer for any sustained period of time, you know the basic expectations you can expect from each campaign you send out.
For the past five years, delivery rates, open rates, click rates and click to open rates have remained relatively steady in the world of email marketing. For your average email campaign, you can expect around:
- 98% delivery rate
- 20% open rate
- 2% click rate
- 11% click to open rate
While it's nice that we can count on these numbers to remain steady, what is another electronic marketing platform we can employ that outperforms email marketing without breaking the budget?
In this article, we'll take a look at the areas where SMS (text message) marketing performs better than email marketing.
1. Open Rates
Consumers in today's market are easily distracted. Think about yourself as an example. How often do you find yourself looking at your smartphone while you're watching television? Do you spend time pouring through work emails while a podcast is playing in the background?
To succeed in marketing, it's imperative that you're able to get your audience's attention in those few seconds that they read your message. And the reality is that SMS marketing gets their attention.
An SMS marketing message gets opened and viewed an average of 98% of the time, compared with the 20% open rates of email marketing. Beyond that, the average user takes action on a text message within 90 seconds. That same user takes up to 90 minutes to take action on an email message.
These two statistics alone display how much more powerful SMS messaging is than email marketing.
2. Your Message Gets Delivered
You build your SMS marketing list with customers who choose to opt-in to your platform. This means that your audience is already engaged.
Email marketing campaigns are typically sent to larger, less specialized lists. Because of this, it's common for email messages to land in spam folders. This damages your business reputation and breaks trust with customers.
The average person gets over 120 emails every single day. Most of these are not relevant to the user. However, the average millennial receives less than 70 texts per day, and nearly all of these messages are important to the user.
3. Higher Click-Through Rates
Click-through rates for email and SMS marketing have the potential to be high. Both marketing strategies require a strong call-to-action that drives a user to take immediate action.
In SMS marketing, you have 160 characters to tell your story. This allows you to put together a strong and concise message with a single call-to-action that drives a user to a branded link.
In email marketing, there is no limit on characters. Because of this, many marketers try to stuff in too much information into each email and lose the interest of the user.
Generally speaking, the cost of SMS marketing closely parallels the cost of email marketing. Depending on the SMS marketing service you choose, the cost of each send can vary slightly based on the message length and number of messages sent. But rarely will you spend more than you're used to spending with email marketing.
However, because SMS marketing is more effective than email marketing, your ROI is much higher.
Are You Using SMS Marketing for Your Business?
As a professional marketer, it's important that you use email and SMS marketing in your marketing strategy. Both marketing strategies are effective when they're done with highly targeted precision.
Think of email marketing as a way to build a slow burn while you provide complicated information to customers. Use SMS marketing when you want quick responses to urgent offers.
In 2020, every business marketer should be using SMS marketing. Have you started utilizing this powerful tool yet?
Kevin Gardner graduated with a BS in Computer Science and an MBA from UCLA. He works as a business consultant for InnovateBTS where he helps companies integrate technology to improve performance. He shares his knowledge and expertise not only with his clients but with his fellow bloggers and readers.