Fast Fingers: When It Comes to Marketing, Text Trumps Email

text messaging marketing to teensYour newest sales email is a piece of art. It’s elegant, well-crafted, hits all the right points. But unless you want to hang it on a museum wall, there’s a more efficient way to get your message across.

In the competitive arena of digital marketing, email can be about as effective as robo-calling. Only 11% of retail emails are opened by their intended customers, according to a 2010 study of email marketing metrics. The rest get lost, tossed, or just ignored.

If you’re serious about getting customer attention, take a page from today’s tweens. Text.

Let’s look at the logic.

1.100% Delivery
Text messages go straight to your customers and deliver—at a rate that approaches 100%. In contrast, emails can be intercepted and deep-sixed by spam filters, or intentionally directed—by readers—to junk email accounts. Texts always hit their targets.

2. 97% Open Rate
In its Small Business Guide, The New York Times called text messaging the “closest thing in the digital marketing world to a guaranteed read.” Why? Marketing text messages get opened by 97% of recipients—largely because users have their cell phones with them an average of 16 hours a day, according to a 2009 Pew Research Center study. Cell phone users even sleep with their phones. Sleeping with an iMac or ThinkPad? Not popular at all.

3. Immediacy
Text messages are read instantly—90% are read within 3 minutes. That means you can more or less decide exactly when your customers read your message, something you can’t ensure with email.

4. Trumpet Serenade
Even when you’re in the next room, you still know when you receive a text. That’s because text messages audibly alert phone owners the second they’re received. Emails are quietly funneled into Inboxes — where they get buried by incoming mail.

5. Virtually No Competition
Because of federal spam regulations, SMS channels are virtually ad-free. They’re unpolluted by unwanted advertising. So almost all text messages come from close friends and family. Email? It’s vulnerable to hackers and cluttered with gimmicky pitches. Text messaging is a clean, reliable, untapped outlet.

6. Low cost
Texting can cost as little as 3 cents per delivery.

That’s impressive, you might think. But how do I reach the customers I really want? The people who would eat my pizza, get their teeth cleaned in my dental office, or buy tickets to my arena’s basketball games? How do I reach my core customers?

One texting model brings customers to you. Whether they live near your pizza shop, use your dental services, or sit in your bleachers, customers must opt-in with a code chosen by you to receive your 2 for 1 offers, specials, or promotions. So your texts are wanted—not spam.

Gene Sigalov is a SimpleTexting.com co-founder and leader in the mobile marketing industry. SimpleTexting.com is an easy-to-use platform that enables businesses to send customized text message marketing campaigns directly to their customers. Follow SimpleTexting on Twitter at @SimpleTexting, like them on Facebook, and read the latest in mobile marketing news on their blog.

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Gary

CEO at 3Bug Media
Gary Shouldis is the founder of 3Bug Media, a web marketing company that helps businesses create 360 Marketing Strategies to dominate their market. His blog is read by over 20 thousand small business owners a month and has been featured in the N.Y. Times Small Business, Business Insider and Yahoo Small Business.
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