If you check out a few marketing guides on the net, most will tell you about email marketing, online clicks and views advertising, and social media. What you often don’t see is text marketing. That’s a good thing as the competition among advertisers is not that tough, which means rates are cheaper. But, is text marketing effective?
In most cases, the answer is yes, and below are the reasons why.
Higher Open Rates
Open rate means the percentage in which the recipients open the sent messages. In this metric, emails are the direct competitor of text marketing. And, you’d be surprised that text marketing has a higher open rate than email marketing for many reasons.
For one, emails tends to get caught by spam filters. As of now, there’s no spam filter for text messages. Hence, the chance of your message reaching your audience is higher.
Another reason is that people are already desensitized with email spam. In fact, most people automatically delete emails that they don’t recognize the sender. On the other hand, most people are not yet desensitized to text messages. Hence, most people would still check their text messages. As a result, the open rates are a lot higher.
As mentioned above, the competition among text marketers is not that fierce compared to Pay-Per-Click, Pay-Per-View, and email broadcast. As a result, the rates are generally cheaper. Since the effectiveness of text marketing is roughly the same or even better, that means your return on investment is higher with text marketing.
The beauty of text marketing is that the format is already designed for mobile phones. This means it’s already mobile-friendly from the start. Also, you don’t have to pay extra for converting your message to a “mobile-friendly” format, which some ad platforms may require.
In the past, mass media marketing was mostly the king. This means blasting your message to as many people as possible through radio, TV, or online ads. This may have worked in the past, but its effects have dwindled in recent times.
Nowadays, people tend to ignore mass media advertising. You can’t blame them as it’s the natural response if you are bombarded with such ads all day long. This behavioral response has opened the doors for a more personalized advertising.
Having a real person behind the ads, ready to answer any questions or inquiries related to the ad or product, paves the way to a higher conversion rate. Of course, the marketing cost is higher, but the higher conversion rate will justify the extra cost.
The beauty of text marketing is that it’s easy to integrate this method of marketing.
Keep in mind this article is not saying that text marketing is the best form of marketing and everything else is bad. Rather, this article is just pointing out that text marketing is mainly ignored while being effective. If you are savvy, then this is a good thing. This means that text marketing could be the gold mine that everyone else isn’t paying attention to.
If you want to explore text marketing further, then you might want to check out textedly.com