The digital marketing age has really given us so many options when it comes to running campaigns. If you Google “digital marketing channels”, you’ll get article after article about which ones work the best. Of course, most of them won’t completely agree.
One of the most common though, and longest standing, is email. It’s a channel marketers know well, it’s relatively inexpensive, and is easily measurable. But it suffers from the problem of overload. According to The Radicati Group, the average user in 2015 received 122 emails a day. Twelve of those were spam that made it through to their inbox. People just are desensitised to email because there is no time to read them all.
And though SMS messaging has been around for decades, it’s one of the newer forms of digital advertising resulting from the growth in mobile devices. It allows marketers to reach out and directly connect with their customers in a way email can’t. At least for now. People are still hesitant to give out their mobile number unless they have a compelling reason – usually something free or discounted.
Because of email’s issues, some marketers put less emphasis on it and may overlook it in favour of SMS. Even though we’re an SMS provider and would love to have more SMS users, the truth is it shouldn’t be one or the other. The best marketers use both.