Study: Consumers prefer SMS for loyalty messaging, but few marketers use it

Dive Brief:

• Mobile marketing firm 3Cinteractive surveyed 3,500 U.S. internet users and found that SMS is the preferred channel for loyalty program messaging for consumers, with 48% citing it as their preferred means of receiving loyalty messages, followed by email (22%) and app notifications (20%).
• The study also surveyed 250 brand marketers, finding that only 21% of brand marketers are using SMS for loyalty program communications.
• Marketers reported using mobile wallet as their primary channel for loyalty messaging, with 28% citing mobile wallets and 21% citing SMS and push notifications.

Dive Insight:

Consumers want their loyalty program messages to come via SMS, but most marketers appear to be missing the opportunity. 

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Article source: http://www.marketingdive.com/news/study-consumers-prefer-sms-for-loyalty-messaging-but-few-marketers-use-it/424873/