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Why Your Mobile Strategy Should Go Beyond Email to Include Mass SMS Messaging

Posted by Nicholas You on Apr 19, 2016

Include Mass SMS Messaging in Your Mobile StrategyCopyright: everythingpossible / 123RF Stock Photo
Thanks to the increase in smartphone ownership and usage, marketing email open rates have been on the rise in recent years. Specifically, reports published by Epsilon show a steady increase in email open rates, with the rate approaching 34 percent in some industries. However, even as open rates have risen, click-through rates have continued to fall. In some industries, recent click-thru rates are below 3 percent. Furthermore, email responses that do occur are slow, with less than one out of four emails being opened within the first hour after delivery. Based on these facts, it is clear that email alone is no longer enough. Brands need mass SMS messaging to reach their full potential.

Benefits of SMS Messaging

Email can still be a valuable tool for marketers, so you shouldn't discard it completely. However, mass SMS messaging offers several advantages over email that make it a valuable addition to your brand's marketing strategy as well. Some of these benefits include:

  • A higher open rate. - SMS messages have a much higher open rate than emails. While only one-third of marketing emails are eventually opened by their intended recipients, 98 percent of emails will be opened.

  • Faster responses. - 91 percent of consumers keep their smartphone within reach at all times, and most will receive an audible notification when they have a text message. As a result, text messages tend to be opened almost immediately. In fact, according to MarketingSherpa, less than 24 percent of email opens occur within the first hour after receipt. With SMS messages, however, 98 percent will be opened within three minutes of receipt, allowing you to make contact with your target audience almost instantaneously.

  • Customer preference. - Customers under 30 typically prefer texting to emails when it comes to marketing. In their view, email acts a substitute for postal mail, while texting is more appropriate for important, immediate communication. According to Millennial Marketing, Millennials asked to choose their preferred communication channel were more likely to list SMS messaging than any other method.

  • More appropriate for mobile phones. - SMS messaging was built for mobile phones. Email, on the other hand, was originally designed for a computer monitor. When consumers try to view their email messages on a mobile phone, they are more likely to become frustrated. Since more people are now using smartphones instead of desktops to access the internet, it is time for marketers to focus on SMS.

  • Concise and to the point.  - Email messages don't have a character limit, so it is easy for companies to get carried away and write more than they need to. SMS messaging, on the other hand, requires marketers to get right to the point in 160 characters or less. These messages are much more readable for consumers.

  • Less spam. - Many consumers receive considerable amounts of spam via email each day. However, SMS spam is much rarer. As a result, your messages are less likely to get lost in a sea of unwanted communication.

SMS Messaging versus Mobile Apps

For some brands, mobile apps are the best alternative to email. However, not every brand can benefit from a mobile app. Unless your app is appropriate for ongoing, repeated use, most consumers aren't going to bother downloading it.  If your brand's products and services aren't compatible with this type of mobile app, SMS-based marketing is a better choice.

Mass Text Messaging with Trumpia

With so many benefits available, your brand can't afford to ignore the potential of a mass texting campaign. Trumpia's mass text messaging software allows you to reach large numbers of consumers instantly and with minimal effort. After receiving permission from your target consumers, you can simply add them to your contact list and send them messages with the click of a button. You can even organize contacts into smaller lists for targeted and/or personalized communications. Trumpia also offers two-way texting and text to landline services so that you can engage your target audience even more. To learn how you can diversify your mobile communications strategy, download our complimentary Mobile Marketing Success Kit.


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Topics: Mobile Marketing

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