As a marketer, my primary job is to observe consumer behavior. I’m essentially paid to react to and strategize based on shifts in human behavior within a given market. 5 years ago I noticed an interesting pattern happening within the dynamics of sms messaging and email. I would recieve text messages from clients and colleagues that looked something like this.
Colleague: Hey, sorry to bug you but can you reply to that email I sent you?
Me: Sure, I’ll take a look now.
Associates would send an email but text me to get an immediate response. They knew I would read a text quickly and may not open an email for hours. Fast forward to today and there’s a lot more data on hand to explain what was happening back then. Those urgent texts formed the basis for everything that makes text message marketing great today.
SMS Marketing vs Email
Text messaging has a 98% open rate with a majority of the messages read within 3 minutes compared to 22% for email. SMS marketing is, by nature, opt-in based so spam rates are in the low single digits. Consumers don’t run into the spam issues typically associated with email.
Text Message Marketing vs Adwords
There’s no doubt Google is 800lb gorilla in the advertising world. We use Adwords to win more customers and we would never recommend a client not use it. However, it’s important to note that text marketing is better suited for the low hanging fruit… your existing customers. Studies show that it costs anywhere from 5-30x more to acquire a new customer than retain an existing one. That’s where we focus: customers who have walked into your business or visited your site. Those individuals will lead to the lowest CPA and give you the most bang for your ad budget. While 98% texts are read immediately, the average search CTR in Google Adwords is 1.91% and a paltry .35% on the display network.
Human behavior has shifted to favor SMS as a go-to communication channel. It’s faster, more affordable and more effective than email and SEM marketing. You probably read and reply to text messages way faster than emails. Your customers do too. Spend less and win more customers with Text Message Marketing.