On overage, only 21% of emails sent by retail brands are opened by consumers, however, recipients open more than 98% of text messages they receive from retail marketers. Although text messaging is becoming popular as a marketing channel, most retail marketers and businesses are still not utilizing it.
Internet Retailer conducted research for OpenMarket back in the year 2016 and found that only 29% of retail brands were utilizing text messaging as a marketing channel or consumer service purposes. In comparison, 97% of retail brands were using emails for purposes such as marketing and consumer service. If we assume a significant growth in the last few years, it is not likely that SMS-based marketing has now reached or crossed the 50% threshold.
High-profile retail brands such as Bed Bath Beyond, Macy’s Bloomingdales, Nordstorm, Kmart, Eddie Bauer, and Crate and Barrel are leveraging SMS- based marketing.
Article source: https://www.digitalinformationworld.com/2020/06/is-text-messaging-effective-marketing-channel-for-brand-marketers-and-businesses.html
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