Business SMS 101: Chapter 1
Text vs. email
In 1992, the first smartphone was launched. And 15 years later, Apple forever changed how we communicate with their release of the iPhone. People began checking their emails from anywhere at all times, opening up the marketing flood gates. Emails were no longer a form of personal or professional communication that had a time and place. They became a continuous stream of information available anytime, received any place, enticing people to take immediate actions. Converting via email became the holy grail of B2C and B2B marketing.
But that was then, and this is now. Just because email is the most popular way to send information, it does not mean it is the most effective.
Business SMS vs Email: Delivery Rates
How is your phone set to receive messages? How do you receive and read your text messages vs your emails?
If you are an iPhone user, you are more likely to pull emails at your convenience rather than pushing notifications when emails land in your email box (or boxes). An Android user is more likely to have push notifications but with qualifiers — only pushing notifications from relevant email addresses. In general, this means that consumers are not getting your emails right when you send them but instead scrolling through an average of 121 emails each day, leaving marketing teams to simply hope that the subject line grabs their attention.
Furthermore, the average person has 1.75 active email accounts but only an average of one active mobile number. This means that your chances of reaching someone where they’re most likely to have undivided attention is with SMS. Text messages, on the other hand, are much more frequently set to be delivered as push notifications so that they arrive immediately on the home screen. That is why a text message has a 99% read rate and is normally read within 3 minutes of receipt.
Text messages allow for delivery to the right account at the right time.
Business SMS vs Email: Open & Engagement Rates
So now that we know your messages are being delivered, how do we know they are read? Today, a successful email campaign has a 15% open rate with a 2.5% click through rate. From the business SMS stats we collected, the average open rate of text message is 99% with a response rate of 45%.
Let’s do a little math exercise to see how this translates in a real-life scenario. For an SMB, a “good size” marketing list is 1000 contacts. With that we can extrapolate the following:
Business SMS marketing is 19 times more effective than email marketing.
Small to Medium Business Text Solution
Does all this mean that text is the only way to communicate with your customers? Maybe not, but for small to medium businesses, SMS will more reliably be the most cost-effective way to communicate. Business or marketing texts are a vital part of creating a cohesive and strategic communication strategy.
Business SMS programs are an easy way to build lists, create loyalty programs and keep your customers informed of changes or promotions. Pidj.co is focused on helping businesses create comprehensive programs to engage with their leads, customers and even employees.
Chapter 2: List Building Strategies for SMBs (coming soon)