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ANSWERED on Wed 20 Jul 2011 - 3:34 pm UTC by leader

Question: SMS/Mobile Marketing

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 20 Jul 2011 06:28 UTCWed 20 Jul 2011 - 6:28 am UTC 

How effective is mobile marketing? I'd like to understand more about the efficacy of using SMS messages to mobile phones as a marketing channel. How widespread is the practice in the US, Europe and Australia? What research has been done on the 'open' and 'read' rates of SMS compared to say email marketing or direct mail - and what was the result?





 20 Jul 2011 15:34 UTCWed 20 Jul 2011 - 3:34 pm UTC 

Hello Simon:

Following statistics are provided by Direct Marketing Association 2010 Response Rate Trend Report.


19.47 % open rate
6.64 % click-through rate (CTR)
1.73 % conversion rate

Direct Mail

3.42% for house list AND 1.38% for prospect list (Response Rate/CTR)

Mobile SMS

14.06% click-through rate (CTR)
8.22% conversion rate

Internet Display

0.76% click-through rate (CTR)
4.43% conversion rate

The above stats clearly indicate that SMS is arguably the best method for advertising.

Here is a link to the original report.


CTR & Conversion rates for SMS & Other types of Media




SMS & Email Marketing Comparison

SMS vs Email (Open Rates & Average Cost)

SMS & Email CTR (see infograph by scrolling down)
CTR Rate Mobile Advertising

Preference for SMS

Smartphone Users prefer SMS offers

Comparison with Email & Social Media

SMS, Facebook, Twitter, Email (Average Revenue per user)

Size & Response of Mobile Audience by Region

US "Mobile Media Audience Proportionally Bigger than Europe?"
AND FULL COVERAGE: "Mobile Advertising: After the Growing Pains - eMarketer Report"

Multi-Country Mobile Advertising Study - 2011

A Report on the effectiveness of SMS Mobile Marketing

Conversational Advertising

Relevant Links

SMS Response Rates

Stats about Mobile & SMS Advertising (with links)
SMS in Mobile Advertising

Types & Growth of different types of mobile advertising

Extremely Useful Mobile Marketing Infographics

I hope that these links will help you find relevant information. Please feel free to clarify, if needed.






 21 Jul 2011 03:17 UTCThu 21 Jul 2011 - 3:17 am UTC 

Thanks so much Leader,

These resources provide an absolute wealth of information on the topic, are relevant and current.

I couldn't ask for a better starting point for this,

Great job.


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