Keeping it Short

SMS has emerged as a first-class channel. Here’s how productive it is.

We’ve come a long way since T9. And, while marketers have been at it for more than a decade, SMS marketing has come into its own in the 20’s.

Enabled by near ubiquitous availability, most email providers added an SMS channel to their offering, and slashed rates, per message costs have fallen from 2-4 cents per message to a fraction of a penny (.75), text marketing is truly for the masses.

Some may ask how long will the outsized performance last? As the interruption factor grows, how long until we bifurcate the SMS inbox like our email inboxes?

For now, we’re still early days, and those that choose to subscribe are inviting brands to get a little closer. Here’s a look at the massive productivity of SMS: