Just How Many of Your App Push Notifications are Being Read?

You May Be Shocked to Learn the Answer

(Statistics via Localytics.)

App Push Notifications vs. Text Marketing

open rates app push notifications
App push notifications are essentially free, but they don’t replace text message marketing due to paltry open rates.

At first glance, it may appear that using push notifications negates the need for text message marketing.  After all, you can eliminate the text messaging costs, reach your best customers that have downloaded your app, and eliminate those nasty TCPA concerns.

Not so quick.

Remember that 20% of apps that are downloaded are used once and then never used again.  To some degree, push notifications help keep your customer engaged.  When push is employed within an app, only 11% of consumers never open the app.  So, score another point for push notifications.

 

Segmented Push Messages are Better, but Results Still Suck

Marketers that segment their push messages by behavior and preferences to target appropriate audiences receive a 7% open rate.  But, the data shows that broadcast push messages are only opened by 3% of overall users!

Click rates for push messages are fairly consistent throughout the week at 5.8%, but the weekend rate drops to a paltry 3.5%.  The largest majority of apps send push messages in the evening likely thinking that this is the time when consumers would be more likely to engage.  This, however, appears to be a misconception.  Push messages actually have the greatest click rate in the afternoon when 6.7% are opened versus 4.6% at night.

Keeping your message short also helps.  Those push messages with ten or less words result in an 8.8% click rate versus 3.2% that are 21 or more words.

 

Text Message Open Rates vs. App Push Open Rates

For years now, SMS text message marketing providers have been advocating a 97% open rate for SMS, even the promotional ones.  Now, we have evidence that it’s probably way too early to kill your text message marketing program in favor of just doing app push notifications which result in only a 3% overall open rate.

Of course, it’s not to say that your business doesn’t still need an app.  Time spent with apps is ever increasing.

But, app push notifications don’t replace text message marketing.  That is pretty obvious when you look at the paltry open rates.

 

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The Demise of the Landline

It’s amazing how quickly the landline phone has become a dinosaur.  The drop in landline usage would probably be even a more dramatic statistic.

Why is this important for text message marketing?  It just points out that the only way to reach your target audience is via mobile.  In fact, for those businesses that have landlines, we are enabling landlines for text messaging anyway!

Landline phones in USA
Cutting the Cord: The Demise of the Landline
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Smartphone Ownership by Age Group

2015 Starts with 75% of Americans Owning Smartphones

Americans continue to switch to smartphones at a rapid pace.  As of this December, 2014 study, 74.9% of Americans own a smartphone.

smartphone ownership 2015
75% of us now own smartphones in the US.

Here is an interesting look at smartphone ownership by age group in the USA as you consider embarking on your mobile marketing strategy for 2015.

Smartphone owners by age USA
WE’RE ALL GETTING SMARTER: Smartphone ownership increases are most prevalent in the older age groups.

 

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Text to Landline with TextAnytime

Text-Enable Your Business Landline Phone

There’s no disputing that Americans love to send text messages. In fact, Americans send 3 times more text messages per day than they make phone calls. Increasingly, more and more Americans, especially young adults, simply prefer texting to talking. So, if you reach them initially with your text message marketing, you will want to continue that conversation via text message.

If you wish to communicate with your target audience, you had better speak with them on the medium of their choosing. Ever have a potential customer send you a text message, only to reply with a phone call? That’s a great way to lose a potential sale.

With ATS’ TextAnytime product, we text-enable your landline phone so that your company can speak real-time to customers and prospects through text messages received via short code and sent via computer. But, the great thing about TextAnytime’s Text to Landline is that your customer service people don’t have to communicate with the masses by typing large amounts of text messages on a small screen.

TextAnytime is a web-based solution that allows your sales and CSR’s to interact with consumers real-time via two-way SMS/Text conversations on their desktop PC or tablet. All communications and contact information is archived and easily exportable to CRM tools. Moreover, your personnel can be alerted via email or text message whenever a new message arrives.

Some uses for ATS’ TextAnytime product are:

Communication today isn’t as simple as it used to be. You need to communicate with your customers and prospects in multiple ways. TextAnytime from ATS makes it easy.

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Why Aren’t Short Codes Working on My Phone?

Occasionally, we do get calls from our clients who have been contacted by a particular customer that is unable to participate in their short code marketing services.  There are essentially five reasons why somebody wouldn’t be able to participate with short codes.

frustrated short code block
DON’T YELL: A short code block may be on your phone. Just call the carrier to have it removed.
  1. The short code aggregator has not linked up with the carrier.
  2. The carrier does not participate with short codes.
  3. It is a prepaid phone that does not permit short code use.
  4. The owner has not purchased a text message package.
  5. There is a requested short code block on the phone.  This is usually something requested by parents for their children in the past to prevent them from making premium SMS purchases such as ringtones.  (Of course, premium SMS is gone now in the USA, but is alive in Canada for now.)

I use short codes to communicate with my youth baseball players.  Inevitably, there is one player every year that has a short code block on his phone.  It’s easy to get removed; all you have to do is make a phone call to the carrier and ask to remove it.

Here is a list of participating carriers on 84444.com.

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How to Gauge the Effectiveness of Your Mobile Coupon

Mobile Coupon Examples from Two National Retailers

Mobile coupon redemption is one of the most common Key Performance Indicators (KPI’s) used in tracking the effectiveness of text message marketing.

coupon code mobile coupon
Dress Barn uses a coupon code for its text message promotion.

There’s a few ways that businesses use mobile coupons via text message.

  1. “Show Text” — This is usually done at a small business or restaurant so in this case manual tabulation would be used.
  2. Code — Usually an alpha-numeric code.  (See the Dress Barn example)
  3. Click through to web — The mobile coupon is acquired via an embedded link in the text and the click-throughs to the website and the redeemed mobile coupons are quantified.  (See Toys R Us example)
  4. Phone Call — For this, you would need to use an embedded tracking phone number.  In  other words, it would be a phone number that you don’t often use.

The one thing that I would like to see added to the two promotions above is an expiration date.  “Exp. 1/31/15.”  That drives store traffic NOW.

mobile coupons via text and web
Toys R Us uses a link to its website where the consumer can get the discount.
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Attention Pizza Restaurants: It’s Time to Start Preparing Your Text Message Database for Super Bowl Sunday

Did you know that Super Bowl Sunday is the largest pizza selling day of the year?!

Also, did you know that one incredibly resourceful and affordable way to get people to order from your restaurant during this event is to implement a text message marketing campaign?

Well, for those of you who don’t know this already, millions of people in the United States are redeeming mobile coupons. Also, most of the younger generation has their phone on them 24/7, and it would be unwise to capitalize off of something that many people have right at their fingertips.

How Successful Is It?

Well, one of the pizza shop clients at 84444, “Main Line Pizza,” gave a testimonial both on how easy it was to set up a campaign, as well as how much of an ROI they received during Super Bowl weekend.

MainlinePizza

Co-owner of Main Line Pizza, Jennifer Saionz, indicated in a Video Testimonial for 84444 that both she and her husband realized that (especially through their 3 children who are constantly on their phones) text messaging would be a great way to promote their business. They also indicated that they had done other forms of advertising in the past, but none of them were as effective that they had hoped they would be.

How Did They (&You) Get Started With A Text Message Marketing Campaign?

Well, the first thing any business needs to do whether it is a restaurant or not, is to establish a database. The things that Main Line Pizza did in order to get users to opt in consisted of having stickers made for their pizza boxes as well as menus that advertised their “keyword” which was “MLPIZZA.” Additionally, those who first signed up were given an incentive in that they would automatically receive 10% off their purchase.  In the end, all of these things gave them a huge database to market to when Super Bowl Sunday finally rolled around. In fact, Super Bowl Sunday ended up being highly successful for Main Line Pizza as they saw an 11% response rate!

It’s Highly-Effective & Affordable!

As Bob Bentz, President of ATS Mobile and owner of the brand 84444 says, “If you’re a local mom and pop pizza shop, and you do not have a big budget for promotion, text is where you can get the most bang for your buck!”

To learn more about how to set up a text message marketing campaign by using 84444, or to see all the latest tips, tricks and trends in mobile marketing in general please check out their YouTube page, or check out ATS Mobile’s Mobile Marketing College.

 

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One of the magazines that I look forward to receiving every week is Website Magazine.  It’s ironic that a magazine written about the internet is presented in the old-fashioned print format, but Website Magazine is.  And, it’s a nice change from reading everything online.

If you work in the internet business, or you just own a business that has a website, this is a FREE publication that you should subscribe to.

Click on the advertisement below to begin your subscription today.

 
Website Magazine

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The History of the Text Message

text message history
The history of the text message in one easy infographic.

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Cutting the Cord

carrier market share in the USA 2014
What percentage does each carrier own in the USA mobile market?

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