Well folks, the new player on the team is proving to be more successful. The new batter is hitting more home runs. The young guy is breaking records. Okay, I am getting carried away with the baseball analogies here…but the bottom line is that SMS delivery rates beat out email delivery rates. SMS has 100% deliverability. Why? Because the user opts-in and the message is delivered directly to their mobile device, no restrictions.
According to Return Path, “Despite minor improvements, about 1-in-5 commercial, permissioned emails still fail to reach consumers' inboxes.” Why? MediaPost tells us that 3.5% of these emails are delivered to spam and bulk folders, and 16.3% just go missing in cyber space with no notice of non-delivery. And to top it off…ISPs can vary on the criteria of how many emails actually reach inboxes. Gavin O’Malley noted that “nearly 20 percent of email campaign messages fail to deliver.”
That is not to say that email is not useful. It is. But in the end SMS wins the game.
Check it out:
SMS
100% deliverability
90+% open rate
13-15% coupon redemption
(MMA)
