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Massive Misconception: SMS vs. Email (Part3)

Posted on 1.31.2017

Following last month’s installment of the five-part comic series depicting beneficial ways to leverage SMS as a customer engagement tool comes the third segment: “SMS: Simple, Efficient and Effective.” 

SMS is a great tool to use and interact with employees, consumers or clients, with over 6 billion people globally having SMS technology enabled and ready to use on their mobile handsets – be it smartphones or not. Overall, 95 percent of all SMS text messages are read, versus only 20 percent of emails.

However, most global businesses are missing the mark when it comes to customers’ preferred form of communication, focusing their efforts on more traditional channels like voice calls and email over SMS.

This month’s edition follows Sam, the SMS expert of the comic series, as he encounters first hand one example of the massive oversight businesses across industries are currently making.

We pick-up with a bird’s eye view at how a conversation about SMS and email tends to go, as we observe Sam talking to his new boss Mr. Sneed about the incredible read rate of SMS on his first day at work. As is typical with most businesses, the conversation turns to email.

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Later that day, Sam gets home and talks to his wife Jane and his grandmother—known as Gran—about his struggle at work. They have an unusual solution to help get the message across to Mr. Sneed.

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When Mr. Sneed receives a text message that displays the efficiency of SMS in action, it all suddenly makes sense to him.

Despite multiple surveys coming out that identify the unparalleled engagement opportunities of SMS, most enterprises today are still making the mistake of investing in the latest eye-catching apps, email or voice solutions. They should, instead, consider how digitally smart, interactive SMS can help connect with customers, while benefitting the bottom line as a cost-saving tool.

Many of us have found ourselves in a similar situation to Sam—or at one time have thought like Mr. Sneed. Sometimes, you have to see the results firsthand to believe them.

Stay tuned for next month's segment: Sam gets a text alert that makes him squirm.


Andy Shirey is senior product manager at OpenMarket, Seattle. Reach him at andy.shirey@openmarket.com.

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