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SMS Marketing VS Email Marketing

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Businesses and companies are fond of using SMS marketing and Email marketing as their marketing channel to reach out to customers and prospective clients. The two marketing methods are effective for marketing. Most businesses use the both of them to market their products and services, while others decide to only use one, after they have decided on which method is best for them to use in order to market their products and services. This has therefore, lead to series of debates amongst marketing teams and professionals, as to which marketing technique is more effective, and which technique produces the best result when employed. Marketing blogs are not left out from this debate, as they have also come up with different articles, outlining the features of each marketing technique and stating why one is better than the other. SMS marketing Vs Email Marketing, is one of the most debated marketing techniques. In order to be able to compare the two marketing technique to see which is better, we have to start by explaining each of the marketing technique as well as pointing out the key features of each.

SMS Marketing 

SMS marketing also known as text message marketing is a technique that uses permision-based text messaging to send promotional text messages to people. The goal of SMS marketing is to build a database of subscribers to increase the company’s loyalty. Text messages are an ideal way of notifying people within the geographical location of your business, of any offer or discount without having to use any third party application. SMS marketing can be a great way of sending reminders to people for upcoming events and relevant information on how they can get their tickets for the event, or make a table reservation.

Email Marketing

Email marketing is the act of sending messages, to people using email. It usually involves using emails to send promotional messages to customers and prospective customers. Businesses send emails for the purpose of enhancing customer relationship between their brand and their customers as well as attracting new customers. Email marketing has evolved rapidly over the years, it has developed as an effective means of communication between two people, to a marketing technique that is being used by both big and small companies to increase sales by building a strong marketing campaign with email marketing. There are various ways in which Email marketing can be carried out. Some of which are: 

Transactional emails, transactional emails are usually used based on a customer’s action with the business. The purpose of a transactional email is to convey information regarding the action that is taking. For example, when a customer purchases a product from an online vendor a transactional email would be sent to them to notify them about the action they have taken, as well as other vital information regarding the product they have ordered, like the delivery date. There are many email service providers that provide support for companies and businesses to send transactional emails.           

Direct emails, direct emails involve sending emails to customers solely with the aim of communicating with them. Businesses and companies usually like to send promotional messages to their customers. When there are discounts or new products, brands can easily communicate directly to their customers to inform them about the new development. The CAN-SPAM Act of 2003 is the law that governs the use of emails for marketing purposes.

Comparison 

Putting SMS marketing and email marketing together would not be as easy as comparing them with other marketing methods, this is due to the fact that SMS marketing and email marketing have a lot of similarities. This does not mean that they cannot be compared together, and their differences pointed out. The two techniques are giants when it comes to marketing the products and services of brands. Below is a breakdown of the two marketing techniques. 


SMS MARKETING 

   VS

EMAIL MARKETING
8 trillion texts are sent per year.
22 billion texts are sent every day.
15,220,700 texts are sent every minute.
67 is the average number of texts a person receives each day.
SMS has 98% open rate and it has 45% response rate.
It takes the average person 90 seconds to respond to a text.
95% of all text messages are read within 3 minutes by the recipient, with most on average being read in under 5 seconds.
75% of people would like to have offers sent to them via SMS.
Over 65% of marketers say that SMS marketing is very effective for them.
55% prefer text messages for appointment reminders
51% prefer SMS for their prescription refill reminder.
53% prefer SMS for fraud and service outage messages.
STATICTICS74 trillion emails are sent per year. 
269 billion emails are sent everyday 
2.4 million emails are sent every second. 
121 is the average number of emails a working class person receives each day. 
Email has 20% open rate and a 6% response rate. 
It takes the average person 90 minutes to respond to email. 
49.7% of all email is spam. 
35% of people prefer emails for their appointment reminders. 
36% prefer emails for their prescription refill. 
34% prefer emails for fraud and service outage.  

After a careful evaluation of the two marketing techniques, it can be said that SMS marketing is more efficient and as such is the winner of this comparison. SMS marketing features are more outstanding and cost-effective than its counterpart. Below are some of the winning features of SMS marketing.

Very fast 

SMS marketing is popularly known for its fast open and response rate. Once delivered, SMS is opened almost immediately by the recipient. Statistics has shown that people open and read their SMS within three minutes of delivery. According to a recent study, 98% of the text messages sent are opened and read within 3 minutes of being sent to the recipient. This statistic as placed SMS marketing as a real-time marketing channel. This is the same reason why businesses and companies prefer to use this method for their customer care support. There are several ways of using SMS to manage consumer relationship. It can be used to receive feedbacks from customers, send reminders to customers regarding their appointment etc

Automatic

SMS marketing can be automated. Most businesses and companies are familiar with marketing automation. This is a technology that allows businesses and companies to send automated text messages to their customers. This helps to save time and makes the flow of communications independent, but it also helps companies to create relevant and targeted marketing campaigns. It can be used to send automatically gear content and messages like; welcome messages when there is a new subscriber, confirmation messages when a customer has taken some transactional actions, promotional messages and other relevant information. Automatic SMS can be sent in line with the recipient’s personal information, interests and online behavior.

Personalized

One of the key features of SMS marketing which makes it outstanding is that it can be personalized in such a way that it is unique to the customer or recipient. This feature has two aspects: one being targeted at brands, who can personalize the messages that they send out to customers, making them recognizable and easy to remember, this is due to the feature that replaces the phone number or as it is called in marketing terms “short codes” with a keyword that is unique to the brand or company. The second is targeted at the customer or recipient, through segmentation features provided by SMS service providers like Express Text and dynamic fields, making it possible to customize the SMS based on each subscriber’s online activities, interests and personal information. 

Cost

The cost to send a text message is cheaper than sending an email. However, it varies by country, the length of the message and the number of messages sent, overall it does not cost more than emails. Service providers like Express Text have different packages depending on the size of the business. There are available packages for business that do not have enough capital to spend on their SMS marketing campaigns.

Accessible

It may sound familiar but this term is more than appropriate. SMS is easily accessible to everyone irrespective of the user’s mobile device. SMS is present in both the old generation devices and the new generation devices popularly referred to as a smart phone. SMS is considered like an accessory that we always have on our hand like our wallets. It is accessible because it reaches the recipient anywhere and at any time of the day, because it does not depend on internet connection like the email. Consumers do not have to be within the reach of an internet connection before they can receive promotional messages from brands or businesses.   

In conclusion, both SMS marketing and email marketing have roles to play in the overall marketing campaign of a business or brand. Each of the marketing technique holds unique benefits in the way they deliver promotional text messages to both old and new customers.

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