| Traditional marketing communications alternatives | | | | The costs of a text messaging campaign commonly |
| such as leaflets, posters and direct mail can be costly | | | | include elements of setup, maintenance and per |
| and time consuming, and in this digital age may not | | | | message fees - but when broken down per individual |
| be reaching much of the intended market. In | | | | contacted are usually in the area of cents per |
| contrast, mobile texting campaigns or SMS is an | | | | message. When response rates are taken into |
| alternative that's not only inexpensive, but truly | | | | account, these numbers have been even more cost |
| scalable at little if any increase in cost. | | | | effective than traditional media. |
| A mobile communications strategy works because | | | | Text based mobile marketing does have its inherent |
| text messages a very high percentage of text | | | | limitations. Message lengths are limited to 160 |
| messages are opened within seconds of being | | | | characters in most markets, not including required |
| received - a reported study from the U.K. saw a | | | | words & phrases, which is room for about 40 words. |
| 97.5% open rate within 5 seconds of receipt. Where | | | | In a positive sense, message length restrictions is one |
| mobile devices are available to and used by most of | | | | of the reasons why recipients open and find well |
| today's adult population, and SMS functionality is | | | | written messages with clear calls to action easy to |
| available on all phones currently sold, this scenario | | | | read and act upon. The limitations can also be |
| presents an opportunity to use a new channel for | | | | overcome in the versatility offered by text |
| marketing communications. | | | | messages that can contain a Click-To-Call feature or |
| SMS marketing is in essence instantaneous. When | | | | link to a mobile website for more information. |
| you send a message to your opted-in list of text | | | | SMS marketing allows you to engage with more |
| recipients there may be a delay of seconds, or in the | | | | consumers quickly, at very inexpensive cost. Message |
| worst case minutes during high messaging traffic | | | | recipients regard text messages are more personal, |
| times such as on a Friday afternoon. Similarly the | | | | interactive and usable. Mobile phones have become |
| response will be within the same time period. This is a | | | | an invaluable communications medium for businesses |
| far cry from sending a direct mail piece for which you | | | | that want widespread reach. Marketing |
| have to wait for delivery, reading and finally | | | | communication by text is therefore an up to date |
| response. The ability to time a message also opens | | | | means of interacting with consumers using a |
| up the ability to send time-sensitive or actionable | | | | technology consumers know and now use on a daily |
| information, such as an offer to clear today's | | | | basis. |
| inventory. | | | | |