SMS Marketing Statistics

Push vs SMS: What Do Consumers Prefer?

Is your brand interested in sending special offers to customers? If so, you have a bunch of different channels in which you can use to send those special offers. A few of the channels you can send special offers to customers is through email marketing, text message marketing, direct mail, social media, and even through in-app push notifications. So many choices, which one do you pick?

To be honest, nowadays brands have to utilize all available marketing channels to reach their customers, as you can see in the chart below, consumers all want to be communicated to differently. Ok, but we understand that many brands don’t have an unlimited marketing budget, therefore it’s a necessity to only select a couple marketing channels to focus on. In this case, we recommend focusing first on the marketing channels that customers most prefer.

Based on the chart below, which was created from the results of a consumer survey done by MessageSystems, the majority of customers that want brands to send them special offers, want those offers to be sent via email (25% of all respondents). Second to email, customers want to receive special offers from brands via text message marketing (9.03% of all respondents).

In-App Push Notifications VS Text Message Notifications

So what percentage of customers want to receive in-app push notifications for special offers from brands? Only 3.38% of all respondents. That’s 1/3 of the amount of customers that want to receive special offers via text message.

If your brand has a limited marketing budget for sending special offers such as coupons to customers, we recommend starting at the most preferred communication method by customers (email marketing), then working your way down the list based on customer preference. Unfortunately for in-app push notifications, that’s at the bottom of that list.

This survey was conducted through Google Consumer Surveys from September 11-14, 2014 and polled 500 US adult internet users. The full results of the survey can be found here.

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