24 Feb SMS Marketing vs Email Marketing: Which is Best For You and Your Business?
The number of smartphone users worldwide is expected to surpass 2 billion this year, representing over a quarter of the global population. This number is only expected to grow and by 2018 it is estimated to be more than 2.56 billion, or a third of the world’s population.
This growth in mobile devices has changed marketing in many ways as businesses can now target people directly, via their phone, 24/7. Two of the key ways in which they do this are SMS and email marketing.
Both these forms of marketing provide business owners with the opportunity for affordable mass communication and enable them to send out timely information as well as exclusive offers. They seem pretty similar, don’t they? But actually there are a lot of differences. So how do you know which one is best for you and your business?
E-mail marketing has been around for a long time, whilst text marketing is relatively new. However, in most cases, email marketing not only takes far more work but also receives far less engagement and response than SMS marketing.
When it comes to email marketing, the more messages the better. Research shows that this type of marketing receives better response when sending out up to 30 campaigns a month. Whereas when it comes to sending text messages less is more – with success coming from just 4-6 a month.
SMS is one of the most immediate channels available, with a read rate of 97% within 15 minutes of delivery. SMS is much more personal and receiving one from a brand feels similar to receiving one from a friend or family member. However, this is also the reason that you do not want to bombard the customer with message after message.
Meanwhile the chance of emails sitting unread and unnoticed in your inbox or simply being deleted without being open, is far higher with only around 20% of emails actually getting clicked on. For this reason, the more you send, the more chance you have of one being opened eventually. The click through rates are also extremely different, with text messages receiving a CTR of about 36%, while for email marketing this is usually 6-7%.
With these stats in mind, when it comes to choosing which marketing technique is best for you and your business, it would appear that SMS comes out on top, delivering much more bang for your buck. However, your target market could have some influence over this; if you are targeting a younger generation you may find that they are more likely to be checking their phones avidly and are more likely to open a text message instantly. Some older customers might still see emails as something to be checked on a laptop or desktop and won’t see them on the move.
Either way, due to the fact we are constantly checking our phones, levels of engagement on any mobile platforms are far higher than they are with non-mobile marketing platforms and are only growing. So, the most important thing to remember is not to rely on any single method alone – the most successful campaigns use all areas of online (and offline) marketing to support and back up the campaigns.