SMS Marketing Gets Better Response Than Direct Mail

Enpocket has published its third Insight report 'The response performance of SMS advertising'. The study, which is based on independent ICM telephone survey work with over 5,200 consumers who had seen some of more than 200 campaigns researched by Enpocket between Oct 2001 and Jan 2003, revealed that the average campaign delivers 15% response (of any type), which is more than twice the average other industry reports have given for direct mail (sources: Gartner, DMIS)

The report also noted that the best performing response mechanisms are Reply to SMS (8% average), Visit a web site (6%), Visit a store (4%), Buy the advertised product (4%).

The research shows that 94% of messages are 'read', which helps explain the high levels of response and brand impact that previous Enpocket Insight reports have unveiled. 23% of messages are shown or forwarded to a friend, which indicates that the total impact of activity is significantly higher than even these figures suggest.

For the best performing campaigns, the study reveals outstanding results as follows: 46% response (of any type), 27% Reply to a message, 19% Visit a web site, 15% Visit a store. Most impressively, the best campaigns have resulted in 17% Buying the advertised product, which suggests that marketers who tailor communications most effectively to this new personal medium can generate exceptional ROI.

Commenting on the findings, Jonathon Linner, CEO of Enpocket, said: ' With these results, and the findings of the earlier branding report, SMS advertising has firmly proved that it is a more effective marketing channel than other media. The personal nature of the medium and high attention it commands, coupled with its unparalleled targeting and response capabilities, means marketers can deliver actionable campaigns of greater relevance and impact to their target audiences. Add to this the facts that production and delivery costs are low and that 1 in 4 messages are shown or forwarded to friends, and there is tremendous opportunity for marketers to improve total ROI through use of the medium.'"

Posted to the site on 12th February 2003