When it comes to marketing, brands with small budgets often have to make hard decisions: which marketing tool will pack the biggest punch in terms of attracting more customers while driving revenues?
You know that both email and mobile messaging are legit marketing tools, but maybe you’re trying to choose between the two. Let’s pit these two against one another to see who stacks up best.
Mobile Messaging: Fast Response and High Open Rates
Though the frequency of mobile messaging, particularly from brands to consumers, is less than that of email (workers get 121 emails a day, whereas Millennials receive 67 texts a day), that can work in its favor. Consumers aren’t yet bombarded with texts from brands, so they’re more likely to pay attention to them. In fact, the average time it takes before a recipient responds to a text is 90 seconds, whereas it takes 90 minutes for them to respond to an email. And in terms of open rates, 98% of text messages get opened, whereas only about 20% of emails do.
But does text message marketing work at engaging consumers and driving them to take action? Well, 65% of marketers say it does. Mobile messaging is affordable and can be personalized for a 1:1 mobile marketing experience.
Mobile messaging is ideal if you’re trying to reach Millennials or Gen X. If you have a retail or restaurant brand, an overwhelming percent of females (59%) want to get offers from you via mobile messaging.
A challenge, if there is one, is adoption. Many consumers, particularly older generations, aren’t savvy about texting a shortcode to subscribe to a brand’s text messages. Informative signage in stores, as well as messaging on your website, social media, and email can drive home the value of subscribing and teach customers how to do it.
Email Marketing: Tried and True
Not to worry; email marketing isn’t going anywhere, despite its younger sibling taking center stage. Because email is such an established communication channel, a significant number of consumers already subscribe to a brand’s messages.
And email drives sales: shoppers who buy products through email spend 138% more than those who don’t subscribe to a brand’s emails. The engagement potential with email is huge.
In terms of demographics, you’d think that the primary audience for email marketing would be Boomers, but in fact, Millennials rely on it too. And the younger they are, the more likely they are to check email on their phones: 72.9% of 18-24-year-olds do.
The main challenge with email marketing is breaking past the spam filters: 49.7% of email is categorized as spam, so brands have to be sure to follow opt-in rules as well as use language that doesn’t trip up an email provider’s spam filter.
Let’s Not Pick Favorites
The truth is: both mobile messaging and email marketing has a lot going for it. And they’re actually great partners. When you create a mobile-friendly email campaign, you can reach your audience both through email and their phones.
Here’s a great example: you have a digital loyalty program that leverages mobile wallet, and you’re having difficulty getting adoption. By sending a “how to” email to subscribers, you can tell them the benefits of joining your loyalty program, and teach them how to connect their loyalty accounts to their mobile wallet in seconds. A click of a link in the email from their phone will automatically open your mobile wallet profile and allow them to sign up.
You can also send coupons via email that can be scanned on a mobile device. Or encourage email subscribers to also subscribe to text offers and vice versa (then make sure the two are different enough to provide value through both avenues).
Just like cheese and crackers, mobile messaging and email marketing go great together. Whether you use one or both, you can engage your audience and give them a reason to continue to buy from you.