TMZ is an online juggernaut in the world of celebrity gossip, and has no problem getting people to share the latest news. More and more news outlets are using SMS to instantly reach readers, which has an open rate of nearly 100%. Compared to email marketing, the proof is in the numbers.
Similar to what you would see on Twitter, TMZ is sticking to the simple headline and link format when texting subscribers from SMS short code 52966:
This is an improvement over past years, and each link goes to a mobile-optimized webpage. For a long period of time, the gossip outlet would just link to its homepage in text messages, causing readers to dig around to find the actual story mentioned, and killing its clickthrough rate.