Open rate for SMS > 98%. Wow!
Yes yes, you read that correctly. The open rate for SMS messages is over 98% (Frost & Sullivan).
Of course this is because most people have their phones with them at all times and it makes ignoring a text message a little more difficult. And yes, as of late, there are a large number of people who don’t really believe in the SMS medium as a means of digital/direct marketing. Some common phrases of rebuttal are:
1) People hate spam and don’t want to be spammed
2) People just delete the message when they receive it
3) Everybody else sends out SMS and it doesn’t work
4) Everybody else sends out SMS and we don’t want to be just like everybody else
Now, there is a very small grain of truth behind a couple of those up there, but most of it is based on misconception or misuse of the medium. Here are the remedies to all the above and some things you never even may have realised:
1) You are assuming that the very campaign you are putting together, is spam. That is wrong in more ways than anybody could imagine and is your first problem. Instead of pushing out generic, boring, dull messages about your night or event, how about involve your members and patrons and reward their contribution. This could come in the form of competitions, trivia, quizzes, guess-this-to-win-that, reply-this-to-receive-that, happy birthday message with a reward etc. The list is enormous on how you can send out a “social SMS campaign” rather than a standard run of the mill boring one.
2) There is a little bit of truth with this for some people but here is the kicker that everybody forgets. When the recipient receives the message and reads it, they very well may click on delete or not really pay too much attention to it. They perhaps even already have plans for that weekend, and will most certainly not be attending your special night. But what you must not forget, is that your brand and everything you have to offer, is now a part of their world and circulates their train of thought. So that when a particular saturday night does come along where the recipient doesn’t have plans, your invitation has now subliminally become a viable choice for them.
This isn’t too unlike car advertising. When Audi, BMW or Mercedes throw up expensive ads on TV and city billboards for their cars, they do it knowing very well that you may not be in the car market that very moment. You may not even be in the car market for another few months or a year. But they do it knowing that the day you are, their brand has entered your world, your thoughts and your way of thinking, so that their investment is now ready to be paid off.
So do people delete SMS messages sent to them? Sure.
Does this mean that your messages are meaningless? Absolutely not. After all, there is over an 98% open rate.
3) This is mostly a combination of 1) and 2). If you want SMS to work, first determine a way of measuring them by getting replies back, signs ups to a particular landing page site, calls for tickets etc. Don’t just send a stale generic message, cross your fingers and hope for the best. That is not the way to go about it.
4) This is sort of like the generic “Happy New Year” messages that pop up on your phone while you try to see the blurry phone screen in front of you and keep your balance straight as you trip over the steps and fall into the pool at the new years eve party.
It’s simple. You do not have to send out thousands of generic messages if you don’t want to. Therefore you don’t need to be just like everybody else. Here are some ideas:
- Wish somebody a happy birthday
- Thank somebody for coming
- Let somebody know that they have a choice between two different kinds of free drinks to receive on entry
- Give somebody a password for priority entry making them feel special about it all
- Give a code that is redeemable for something
The list can go on and on.
The SMS medium is not dead, nor will it be if it is used in conjunction with both a solid database of opt-in subscribers as well as a good, social and involving broadcast.
If you fail to meet either one of those, please don’t blame the SMS medium, but rather think about whether you can either make your message more creative or whether you can clean up your database.
Either way, we can help you with both!
[...] This post was mentioned on Twitter by Andy Marcus, MyGuestList. MyGuestList said: Open rate for SMS > 98%. Wow! http://www.myguestlist.com.au/blog/2010/04/23/open-rate-for-sms-98-wow/ http://bit.ly/9k2AVK [...]
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