» Are SMS campaigns more effective than email as a marketing tool? PlusOne

Are SMS campaigns more effective than email as a marketing tool?

Posted by MattE on 15 Jun 2011 at 05:39 pm | Tagged as: Marketing, SMS

Here is an interesting discussion on mobile v email marketing. The opinions are US centric, but worth a read. An excerpt below:

Mark Brill, Mobile Strategist, Chair of DMA Mobil…
Mobile Strategist, Chair of DMA Mobile Council, CEO of Mobile Agency, Formation Mobile Marketing

First of all, it depends on what you mean by effective. If you mean purely on response rates, then SMS has the greater potential to

generate much higher uplift than email. Here are a few reasons why SMS can be more effective:

Read rates are 90% plus compared to 25% on email (on a good day).

Recall rates for SMS can be as high as 98% – people remember text messages they have received. Whilst I don’t know the figures for email, I doubt that they’d be as high.

Good SMS campaigns have been seen to generate response rates of around 30% – a few UK examples that spring to mind are Snickers on Orange
(36% response), NatWest on O2 (29% app download rate) and BMW in Germany (30% purchase rate). There are many more good examples.

Read more :Are SMS campaigns more effective than email as a marketing tool? Or are they just a fad? – Quora.