Say Goodbye To Email
The average consumer receives more than 400 emails each month. It is in fact that more than 35% of consumers have told sources that frequency was the deciding factor for unsubscribing from a brand’s newsletter or promotional email. Consumers are worn out from receiving swarms of daily emails from brands whose programs they’ve opted into just for a one-time deal.
Anyone still subscribed after that, the result is an average of about 20 % — right from the get go, this limits a companies opportunity for audience reach and engagement.
As it goes with any marketing strategy, it’s always important to concentrate on customer the viewer’s habits. Getting deals via email has worked in the past — in today’s game, however, customers would rather use their mobile devices and search for a favorite brand or store’s deal through other means (via website, social media, etc.) instead of going back through their emails to find a particular coupon.
Today’s consumers are a diverse group that wants to control the interactions they have with a particular brand or company, as well as have the ability to reply at their own regard. Like a number of other consumers, today’s generation view their email with a lesser sense of importance, rather than text messages. Typically, it takes 6.4 hours — sometimes a whole day — for subscribers to check an email. Text messages, on the other hand, boast a 90% open rate within the first 3 minutes.
Hello Rich Media Messaging
As customers appreciate deals, mobile messaging is a more effective solution to deliver value and savings due to its immediate response. Mobile is the most personal touch point in which brands can really establish a worthwhile connection with their attentive audiences, especially the new millennium.
As the most active group in mobile, today’s clients have a 14% higher mobile usage over other demographics. 95% of this audience texts regularly, with people from the ages of 18-29 receiving an average of almost 90 text messages a day.
Nowadays, people view their mobile device as an extension of themselves which they can’t be without. It connects them to everything as well as blurs the lines of being online and offline. A number of marketers have already begun to shift their efforts to include mobile as they understand this group will be the “taste makers and trend setters” for the future of nearly all marketing communications.
Companies currently deploying email campaigns can easily transact and adapt their content to fit within a new mobile messaging campaign. With platforms like Rich Media Messaging (RMM), companies and reailers could now possibly deliver customized experiences to users as it lets them deliver rich content such as video, image and long text to virtually any device. In addition, content is delivered directly within a message eliminating the need of a data plan and web clicks to view content.
The benefits that brands can reap with mobile messaging include: higher open and redemption rates, mobile device penetration, reduced spam potential as well as an easier and more appealing, opt-in process for Millennials who prefer permission-based text messages over emails from brands. All that said, it’s important that marketers be careful to avoid irritating consumers, as their tolerance for unwanted messages is likely to be low or non-existent when it comes on their mobile devices.
This chart presents a comparison of eMail and RMM:
The End Result
Text messaging possesses the abilities to change a firm’s direct marketing communication model. It’s a new & unique technology that has been adapted on a widespread style for personal use, but marketers have not traditionally embraced text messaging yet, due to its targeting limitations.
With innovations like RMM being further engineered & styled, new engaging experiences are now possible, which can garner response rates of 35%. With its ability to reach more customers on a personal level & leverage organic mobile behaviors from the customer on their handsets, we need to rethink our marketing relationships as the new audience evolves.