Mobile marketing has received a lot of press lately, so much so that some short-sighted marketers have loftily proclaimed email marketing to be dead. But before you send flowers, stop and check the pulse of your email marketing campaign. It may be much more alive than you think.
Is Texting the New Email?
I’ll admit it. I don’t have a smartphone. I was the last of my friends to get a cell phone of any kind. And at the end of the day, I still prefer sitting down at my computer to texting. I realize I’m not the typical consumer (there are now more people using smart phones than basic cell phones and texting is the most popular use of phones of any kind), but think about it for a minute. If you don’t have a smart phone and you receive a text with a link or URL in it, how likely are you to go find a computer and type that URL in so you can shop? Not very. That means that for the 41% of people who still use basic cell phones, your marketing message was wasted.
Which One Is Better?
Although it’s a natural question, it’s really not the right one to be asking. Don’t think of email and texting as being in competition with one another. Think of them as being partners on the same team, with different jobs.
- Email Marketing: Your Online Powerhouse
Email marketing lets people click on a link immediately, visit your full website, and take action. There are no usability problems and no worries about whether the subscriber has a phone with web browsing capabilities. People can visit social media pages, interact with your call to action, browse your website, and make a purchase using a coupon much more easily via email.
- Mobile Marketing: Your On-the-Go Solution
Mobile marketing, on the other hand, is perfect for quick, on-the-go messages. People tend to check their phones more when they’re out and about, and texting is the communication medium of choice for those situations. Use SMS messaging for appointment reminders, quick alerts, interactive messages, and instant access.
Which Basket Gets Your Eggs?
Dividing your marketing efforts between texting and email marketing is a smart move, but how do you know which basket gets the most eggs? You’ll need to observe your audience, learn how they typically interact with your content, and invest the most resources in the medium that promises the greatest return.
Both texting and email bring benefit to the marketing table: determining which one is best for you is simply a matter of determining objectives, knowing what each tool can do, and using the right one for the job.