Now, i'll admit that on the surface it seems like a text message and an email do the same thing. But in reality, they are totally different. At least in a "business to consumer" marketing context. Emails from businesses tend to have lots of information and in the case of email newsletters, they often have multiple articles. This is excellent for letting customers know what's going on, but most people who see the email are going to skim it at best. A few very interested souls will read every last word, and be fully up to speed. We wish everyone on our email list would peruse our emails this carefully but we all know they don't. How do we know that? Because we know that's how we get through the piles of email everyday....we skim and delete very quickly.
Text messages on the other hand are short....Really short....usually less than 140 characters. So when a business sends out a text to a consumer they can almost guarantee that the entire message will get read (who's too lazy to finish reading a text?). Texts get to the point fast, because they have to. But, because they are so quick and to the point, consumers know immediately if there is something worth acting on.
Studies have shown that 20% of commercial email gets read. On the other hand, 95% of text messages get read in 15 minutes. If you had to choose a way to reach your customers, and you absolutely had to get their attention, would you rather send a message that only 20% will see, or would you rather send a message that 95% will see?
The answer is obvious, and i think the difference in response is worth paying for. Let's look at a scenario that illustrates why it is worth paying for:
You have a list of 100 customers email addresses. 20% see your message. Of those who see your message, 20% are interested in your offer. That is a total of 4 people.
Now, if you have a list of 100 customers mobile numbers. When you send a text, 95% see your message. Of those 95 people, the same 20% are interested in your offer. That is 19 people...4.75 times the number of people just because more people saw your marketing message. If you earn $50 profit from each transaction, you just earned $750 more by sending your message by text.
That is why it is worth spending the money to reach your customers in a way you know they will see. Free isn't always free!
Wishing you every success.