A few months ago, I got a text message from Metallica.
I don’t know anyone in the band and I don’t have any insider connections. I simply signed up for the band’s short message service (SMS) marketing campaign, an effort likely powered by SMS marketing software. Many other bands stick to email marketing or social media marketing to connect with their fanbases, but Metallica takes it a step further. I even receive personalized replies from time to time.
Of all the methods of communication, why would a popular band, or even a business, opt to connect to consumers through text messages? The answer is simple: 90% of text messages are read within three minutes. That means campaigns reach a high-volume audience with little effort. With its ease of use and mass availability, it’s no wonder SMS is the new email for millennials.
It’s not just millennials embracing the simplicity of text messaging; consumers of all ages gravitate toward texting because it takes little effort to convey information and receive quick replies. Text message campaigns vastly increase the likelihood your marketing efforts will be seen. Not only that, text message marketing is permission-based, so consumers opt in to campaigns, allowing them to make a significant jump down the sales funnel.
And businesses aren’t the only ones who gain from this marketing strategy. Consumers might voluntarily opt in to a business’ marketing campaign due to advertised incentives, a personal interest in the subject matter or offerings such as calendar tracking and appointment reminders. There is plenty to gain on both ends.
2019 SMS marketing statistics
With these statistics, you’ll see why SMS marketing can have a powerful effect on all types of businesses.
- General texting statistics
- Text marketing statistics
- Text engagement statistics
- Text loyalty communication statistics
- Health care text marketing statistics
For more information about these statistics, check the linked sources.
Not to be confused with newly popular internet protocol-based messaging services such as Apple iMessage and Facebook Messenger, texting is basic and straightforward and has been around since 1992. Better yet, SMS capabilities are available on virtually all smartphones. These statistics demonstrate the power of texting.
- 98% of text messages are read by the end of the day. (TextLocal, 2017)
- On average, 15,220,700 SMS messages are sent every minute worldwide. (Domo, 2017)
- Americans send roughly 26 billion text messages every day. (TextRequest, 2019)
- 58% of consumers said they’ve tried to reply to a missed call via text. (Zipwhip State of Texting Report, 2019)
- 74% of consumers report having zero unread texts, and only 4% report having seven or more unread texts. (Zipwhip State of Texting Report, 2019)
- The average person sends 15 texts per day. (Zipwhip State of Texting Report, 2019)
- On average, 97% of smartphone owners send text messages. During a one-week study, 100% of participants in the 18–29 age range texted at least once during that period (compared to 98% of participants in the 30–49 age range and 92% of participants in the 50 and older age range). (Pew Research Center, 2015)
- Texting makes up 33% of millennial mobile device use. (RealityMine, 2015)
- 13% of people aged 55–64 prefer talking on the phone to texting. 21% prefer reading and writing emails. In contrast, millennials between ages 18–34 are the least active users of these functions (phone: 9%; email: 12%). (RealityMine, 2015)
- Millennial women between ages 18–34 use SMS messaging three times more often than calling. (RealityMine, 2015)
Businesses are starting to understand the power that text marketing holds in the digital age. Marketing campaigns that are seen are more valuable, which proves the usefulness of distributing campaigns via text message.
- Multiple industries have discovered the value of business texting, with the highest use in real estate (73%), agriculture (65%), entertainment and leisure (63%) and construction, machinery and homes. (Zipwhip State of Texting Report, 2019)
- 76% of consumers said they’ve received some kind of text message from a business. (Zipwhip State of Texting Report, 2019)
- 67% of people would rather text with a business about appointments and scheduling than by email or phone. (Zipwhip State of Texting Report, 2019)
- Only 22% of users will read a text from a business they’re not familiar with and has not given their mobile number. (TextLocal, 2017)
- Business-to-business (B2B) marketers increased SMS messaging growth by 197% between 2015 and 2017. (Salesforce State of Marketing Report, 2018)
- 39% of businesses use some form of texting to communicate with their customers. (Zipwhip State of Texting Report, 2019)
- 32% of consumers respond to promotional text messages from retailers. (TextLocal, 2017)
While it’s important to ensure a marketing campaign is seen by the right audience, it’s also important to encourage engagement, whether it’s with a loyal customer or a prospective one. These statistics show the typical engagement rates related to text messaging.
- SMS engagement rates are six to eight times higher than email marketing engagement rates. (Retail Dive, 2018)
- 29% of businesses believe SMS campaigns sent between 9 a.m. and noon, or noon and 3 p.m. are the most effective. (TextLocal, 2017)
- 67% of consumers believe delivery updates are the most effective SMS messages, followed by order confirmations (64%), appointment reminders (64%), calendar reminders (54%) and promotional coupons (49%). (TextLocal, 2017)
Loyalty text messages are useful for consumers eager to receive easily accessible promotional incentives. Pulling up a coupon received via text is much simpler than digging through an email inbox or remembering to bring a paper coupon to a store. These statistics prove the popularity of SMS loyalty communications in the retail industry.
- 48% of U.S. consumers prefer SMS loyalty communication over direct mail, email or application loyalty communications. (eMarketer, 2016)
- 21% of brand marketers use SMS for their loyalty program. (eMarketer, 2016)
- Nearly 35% of consumers prefer to receive coupons and promotional codes from retailers via text message. (CodeBreaker Consumer Mobile Engagement Report, 2018)
The health care industry is realizing the benefits of text marketing, too. The following statistics show the popularity of text communications between patients and health care providers. Features like appointment reminders help patients remember and confirm appointments and also ensures fewer “no shows” for providers.
- In 2018, 5%of primary care physicians sent a direct text message to patients regarding health issues or concerns. (Statista, 2018)
- 80% of people would like the option of using their smartphone to interact with health care providers. (FICO, 2014)
- 76% of people worldwide would like to be reminded of their medical appointments. (FICO, 2014)
- 45% of pharmacists and 35% of nurses said texting was used in their facilities. (HIPAA Journal, 2018)
- 53% of pharmacists said there was a policy in place prohibiting the use of text messages for patient orders. However, 12% said texting patient orders is allowed in their facilities. 8% stated texts can only be sent when a secure platform is used, and 3% said text messages are permitted under any circumstance. (HIPAA Journal, 2018)
- 69% of people would like to receive reminders to arrange appointments or prompt them to take their medication. (FICO, 2014)
Texting is an instant solution
By the end of 2018, 5.1 billion people around the world, or 67% of the world’s population, were subscribed to mobile services. While mobile communication methods such as voicemail, direct mail and email have their benefits, there’s nothing as remarkable as a text message for those who prefer instant attention. SMS marketing is an instant solution to gain instant attention.
Ready to dive deeper into SMS messaging? Read on to learn what is SMS and how it can help your business.