SMS, MMS See 10X Higher Transaction Rates Than Email

pull textingTexts, SMS or MMS, perform 10 times better than email marketing, according to Experian Marketing Services’ “Q2 2015 Email Benchmark Report” announced via email on Tuesday.

“Transaction rates for mobile campaigns were 10 times higher than those for email campaigns,” finds Experian.

Those rates are 0.64 percent for all mobile campaigns vs. 0.06 percent for all industry email. This, even as 51 percent of brands saw “significant year-over-year increases” in transaction rates, in general, as well as revenue per email, states the research.

“With over half of all email opens and 38 percent of clicks occurring on mobile devices,” according to the report, “it is a best practice for all emails to be mobile-optimized. However, as many brands recognize, mobile marketing is much more than device-friendly emails.”

Tip: Experian says, “Consider increasing the pull promotions within your mobile program to take advantage of the high propensity of responders to take action.” Pull SMS and MMS campaigns experience a 34 percent transaction rate vs. 0.4 percent for push.

In messages that included sales, new product announcements and holiday offers, push texts saw 95 percent of the messaging volume. “Broadcast campaigns” included calls to action such as “Storewide sale starts tomorrow” and the pull campaigns included offers to “Save 25% off with in-store coupon- code XXX123.”

Both efforts yielded revenue.

“The overall revenue per message was 32 [cents],” says Experian, “which is more than three times higher than the all industry revenue per email for this period (9 [cents]).”

How well are mobile campaigns performing for marketers? Does one method — SMS vs. mobile email, for instance — work better than another for specific marketers?

Please respond in the comments section below.


Heather Fletcher is senior content editor with Target Marketing.
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