Email vs SMS: Marketing In 2014?
Over the last decade, email has been successfully used as one of the primary methods of online marketing. Undoubtedly, this method has made many marketers extremely successful over the years. However, with the ever growing speed of technology, there is a new competitor in our midst. SMS marketing has quietly snuck up on the marketing world and has proven to be an extremely valuable asset to business owners. Could SMS possibly be ready to overtake the supreme ruler of online marketing? Will marketers, 5 years from now, be talking about SMS as the undisputed ruler of online marketing methods? Let’s find out…
It is physically impossible to open your email inbox without seeing some sort of message from advertisers. Why you might ask? Quite simply, it has been shown to work effectively. It’s hard to discount the success that email marketing has had.
Email Marketing Key Stats
- The email research group, Radacati, reported that 144.8 billion emails are sent every day.
- By the beginning of 2014, there will have been 3.6 billion email accounts created.
- Email ad revenue reached a staggering £96.59 billion in 2012.
- Mailchimp reports that the average email open rate of their clients is between 25% – 48% depending on the specific niche. This may be embellished however, as other sources report the average open rate to be approximately 22%.
- In 2012, 39.4% of marketing executives voted email marketing as their “Most powerful advertising channel<” as reported by a Datran media survey.
These statistics are extremely impressive and show just how lucrative email marketing can be. Now, let’s see how SMS stacks up against the competition.
SMS Marketing Key Stats
- The average open rate for an SMS message is 98% (over 50% more than mailchimp’s top reported niche.
- Portio Research reported that 9.6 trillion SMS messages were sent in 2012 (Almost 9.3 trillion more than email).
- In 2012, the SMS market generated over £125 billion in revenue and is expected to grow to almost £192 billion in annual revenue by 2016 (This is over £30 billion more than email).
- Research suggests that SMS offers / coupons are ten times more likely to be redeemed than those shared over email.
- SMS messages on average are read within 5 seconds of being received.
Needless to say, SMS also has some incredible statistics as well. The final verdict really comes down to technology. SMS is short and instantaneous. In a world where people appreciate speed and convenience, this is important. Also, email platforms such as Google mail have recently tweaked their layout to purposefully separate promotional offers from personal mail. This will undoubtedly hurt email marketing as most will never see the promotional emails unless they click on a separate tab. Plus, over half of the residents with the UK have access to a smartphone, which allows quicker browsing and an enhanced user experience. The added appeal to redeem SMS offers will only rise as smartphones become more advanced.
Email marketing is still a viable source of revenue. However, it seems as if SMS marketing will soon overtake emails as the favoured marketing method.