Text Message Marketing vs. Email

I am often asked how text message marketing compares to email marketing, specifically how do the redemption rates compare.  A recent Forester report gave some insight into this topic.  The report cites Jack-In-The-Box's SMS (text message) marketing redemption rates were 3-4 times higher than that of their email marketing redemption rates.  

This didn't come as much of a surprise to me but let's look at WHY.  First, the open rate has a major impact.  How many of your customers open your email promotions?  The average open rate for retail email marketing promotions is 22.54%.  The average open rate for text messages is 98%.  That is a big difference.  

Second, email marketing only has a 2.95% click through rate for retailers.  The average retail SMS click through rate is 36%

Combine that with the fact that most consumers prefer to get offers and promotions via text and it becomes obvious why retailers are seeing at least 3-4 times higher text message marketing redemption rates than email marketing redemption rates.  

I am not saying you should stop email all together but adding SMS promotions will increase your overall redemption rates and meet your customers right where they are...on their phones!