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!