Checking my email is part and parcel to my job. I keep my iPhone on me at all times in order to hear that inevitable “ding.” But the truth is, if I don’t recognize the subject to be something truly of value to me, then I typically either hit “Spam” or the easy-access trash can symbol.

My time is valuable, and I limit the time it takes to click into an email in order to read what is sure to be several sentences of information by not opening them at all. I’m sure I’m not alone. However, if I receive a text message, whether or not I recognize the number, the text message is there in front of me.

No need to click, click, click in order to retrieve it. I read it whether or not I am interested. Again, I’m sure I’m not alone on this, which is why retailers need to reconfigure their consumer communications to focus on texting rather than email.

Studies Indicate the Success of Texting

In a recent study released by eDigitalResearch and commissioned by OpenMarket that included 1,000 UK consumers, the proof is revealed. Text messaging serves as the most time sensitive method for marketing information to target consumers. According to the study, the most common forms of mobile communication are:

• Text messaging
• Phone calls
• Emails
• Apps

In terms of frequency of continuous use throughout a typical day, text message is not used as frequently as email, while apps are the most used communication method via mobile:

• Texting 21 percent
• Phone calls 12 percent
• Emails 30 percent
• Apps 31 percent

However, when it comes to accessing mobile devices several times a day for messages, texting reigns supreme:

• Texting 38 percent
• Phone calls 28 percent
• Emails 34 percent
• Apps 29 percent

[Tweet "However, when it comes to accessing mobile devices several times a day for messages, texting reigns supreme"]

Why the difference between frequent continuous use and access several times a day? If you think about it, emails are set up on mobiles to automatically chime in when there is a new message, while apps are continuously running. For texting, access is the key. Users are accessing their text messages more often through the day, which indicates active use. Just because emails pop up throughout the day, if the user is not accessing them, they are as good as worthless.

Diving into Texting

When it comes to communicating via text, there are certain pieces of information that users prefer to receive in this method. Eighty-five percent of study respondents say that they would prefer to receive priority information via SMS text. Furthermore these users would prioritize an unopened text over emails and app notifications. Most importantly 53 percent of respondents noted that texting is their preference for on-the-go communication. For marketing pushes on the day of, 50 percent stated they preferred getting day-of messages via text. How can your business benefit from this data?

• Use text messages to send day-of sales, coupons, discounts or event information
• Send information that is a priority, such as a new product launch or contest, via text to get the immediate response of a user

[Tweet "Eighty-five percent of study respondents say that they would prefer to receive priority information via SMS text."]

Preferred Communication for Mobile Phones

Now that we understand users are using their mobile devices daily to do everything from text to email to access apps, we need to determine which form of mobile communication is preferred by consumers. As it turns out users still use their phones to call people, at a tune of 93 percent of respondents. However, texting pulls in a close second at 92 percent of communication. As for emails, only 55 percent of users reported using their mobile device for checking or sending emails. For people who are on the go, the facts show that texting remains the most effective method for connecting with consumers in an instant.

How Email Remains Effective

While texting is clearly the best way to grab consumers’ attention in a flash, email holds fast to some forms of communication. For example, in the study 59 percent stated that they wanted to get promotional information through an email. This serves a few purposes. For starters, they are able to share this information easier with their friends and family.

Furthermore, promotional information includes graphics, videos and other forms of eye catching media that are ill-accessible via texting. Having the details and fine print available in a promotional email encourages users to follow through on this type of marketing. Users are also able to print off promotional emails, which contain everything from user-sensitive bar codes to coupons, which is a difficult move for someone using a text message.

For retail, in particular, one size does not fit all for marketing. The goal for retail marketers should involve the creation of a holistic communications plan that covers several media channels that engage with consumers. Whereas texting is the most immediate way to connect with consumers, other methods including email still remain important to the world of marketing. This ensures that marketing teams connect with audiences at all points of possibility, whether that be instantaneous through texting or in shareable and detailed emails.

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