Texting continues to be the most used feature across all mobile phones, trumping picture taking, and being used twice as much as apps. Since 1992, texters knew it was trendy to limit what they had to say to 160 characters, and it only took 14 years for a similar service to appear on the web (Twitter). But with new things like Facebook Messenger, and companies like Google making email so easy, does texting really have a future? Yes, it does.
The article, The Reason Why Email Marketers Think Mobile Marketing is Stupid–and Why They are Wrong., points to six reasons why text message marketing is better than using email:
- 95% of cell phones have SMS capabilities and 87% of the population has a cell phone.
- You can reach someone no matter where they are.
- 95% of text messages are read within 15 minutes.
- There are virtually no delivery issues with SMS. If you send it, they will get it, and right into their inbox.
- All mobile clubs should have a double opt in so you cannot sign up anyone but yourself. The subscriber takes the action of responding with a “YES.”
- 33% of email addresses change on a yearly basis, but with number portability (the ability to take a number from carrier to carrier), people are ditching their home phones and keeping their cell phone number for life.
The big question is, does text messaging solve all marketing woes, or does it need another component? The major problem with text message marketing is there is no way to engage a brand. This is where mobile websites, and mobile landing pages come into play- they can engage the user, deliver content (beyond 160 characters), and provide the necessary brand experience.
Hop On Board
Using short URL’s, generated from Bit.ly, or Goo.gl, are great for including inside the body of a text message, and provide a one-click method for the user to visit your mobile website. Text messaging in this context is leading a horse to water, and utilizing strong suits of two different mobile marketing techniques, for one campaign. Every Landr account provides a short URL and QR code, and pairing that with one of the many text message marketing tools out there is a great way to get the most out of your mobile marketing investment.