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Research shows consumers prefer SMS marketing

New Australian research shows nearly three-quarters of consumers say an SMS message from a business is more likely to get their attention than email or an app notification.

Mobile business messaging provider MessageMedia said around the world, many businesses are already reaping the benefits of SMS-driven customer interactions, as demonstrated by the incredible growth in SMS statistics.

In 2017 there were 8.3 trillion texts sent worldwide – or 16 million per minute. Of those, about 1.67 trillion were business messages sent through a provider such as MessageMedia. By 2023, this figure is set to increase 52 per cent to 3.5 trillion.

MessageMedia’s research found 97 per cent of Australians open SMS messages, 87 per cent have opened an SMS from a business, and 83 per cent have clicked through a link within SMS, proving it’s an engaging mobile experience for consumers.

Chief Marketing Officer at MessageMedia, Tara Salmon, said SMS marketing remains one of the most effective marketing tools for businesses.

“The battle to win consumers’ attention has never been so hotly contested,” Ms Salmon said.

“It’s paramount to the success of marketing campaigns that the right channel is used to cut through the noise and deliver the message.”

The survey also identified strong uptake in consumer action after receiving an SMS from a business:

  • 61 per cent of respondents reported that they attended an appointment (such as a medical appointment or hairdressers) they would have otherwise forgotten
  • 61 per cent paid a bill they would have otherwise forgotten
  • 60 per cent visited a store in person or online

The findings also reveal key insights into interest levels and engagement with various types of SMS marketing. Seven in 10 consumers (71 per cent) reported that they would be more likely to respond to a message if it was delivered via a richer messaging option such as MMS or Rich Communication Services (RCS).

Ease, convenience and visual appeal were strong factors contributing to consumers’ attitudes towards SMS marketing.

According to the research, 51 per cent of respondents believed that next-gen messaging protocol RCS looked like an appealing platform to use.

Consumers indicated that this format would reduce frustration with the need to download a brand’s app to access important information, with 43 per cent liking the fact they can use RCS without downloading another app.

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