Texting is the number one activity on our smartphones and is one of the most efficient marketing vehicles. Brands invest in SMS campaigns because 90% of SMS messages are read within 3 minutes of receipt and almost 100% of all phone devices are SMS enabled.
Americans are addicted to texting on their smartphones. Pew Research discovered that text messaging (97%) is the most popular feature, followed by voice/video calls (92%), internet (89%) and email (88%). Two-thirds of Millennials text more than 5 times a day.
But what do consumers think about text message marketing? In a recent Direct Marketing Association survey, 70% of the sample revealed that they had responded to a marketing text message. To put this in perspective, the DMA adds that only 30% of those surveyed responded to a marketing email.
Another survey by SAP found the following:
64% of consumers think that businesses should converse with customers more often using SMS.
76% report that they are more likely to read a message sooner if it is an SMS/text message than if it is an email
70% feel using an SMS/text message is a good way for an organization to get their attention
64% think that organizations should use SMS/text messages more than they currently do
Texting is here to stay and brands need to find how it fits into their marketing.