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Posted October 25, 2010 by

The Power of Cell Phone Text Messaging

CollegeRecruiter.com has been delivering targeted cell phone text messaging (sms) campaigns on behalf of our employer and consumer marketing clients for about five years now and we’ve learned a lot in that time. For example, it used to be that we’d send the text then follow up with an HTML (graphical) email a few days later and the open and click through response rates would be far higher than if we just emailed the same people.

Now we are seeing comparable open and click rates but the real response rate — applications for employers or leads/sales for consumer marketers — are much higher than you’d see with just an email.

We also continue to see far higher response rates than other types of media such as banner ads. Our numbers are consistent with those published by the Direct Marketing Association in its 2010 Response Rate Survey. It saw click through and conversion rates of 0.76 and 4.43 percent for banners, 6.64 and 1.73 percent for email campaigns, and 14.06 and 8.22 percent for sms campaigns.

So what does this mean to you if you are marketing employment or consumer marketing opportunities? Well, a click is not a click is not a click. Clicks from sms campaigns convert better than those from emails but banners outperformed both. On the other hand, banners grossly underperformed both sms and emails in generating the clicks in the first place. At the end of the day, sms campaigns are proving to be very effective and efficient sources of clicks and, more importantly, applications or leads/sales.