Average email open rates for retail marketers are just over 18%, but more than 90% of text messages are opened by recipients – typically within minutes. Even as messaging is gaining in popularity as a marketing channel, it’s still woefully underutilized by the majority of retail marketers.
Minority of brands currently use SMS. According to 2016 research conducted by Internet Retailer for OpenMarket, only 29% of retail brands were using SMS for marketing or customer service purposes, compared with 97% using email. I was unable to find a more recent SMS adoption statistic. But even assuming significant growth in the past several years, it’s unlikely that text-based marketing has crossed the 50% threshold.
High-profile retailers that are actively using SMS include Macy’s, Bloomingdales, Old Navy, Nordstrom, Crate and Barrel, Kmart, Bed Bath Beyond and
Article source: https://searchengineland.com/text-messaging-is-the-most-effective-marketing-channel-most-retail-brands-arent-using-335794
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