Remember the good old days, the post was delivered twice a day, we might get something in the morning while we enjoyed a leisurely breakfast before going to work. Never mind if something didn’t arrive then, we headed off to work and called home later in the day to see if that important letter had arrived. But now things are very different. We are bombarded with emails, text messages, in app messages, social message and direct mail.
It doesn’t just drop through the front door. It attacks us from our smart phones, laptops, desktops, tablets and even our TVs have become smart and can hit us with messages, and of course this carries on relentlessly 24 hours a day, 7 days a week!
So yes, it is very important for companies to know when, where and on what device people open and more importantly respond to messages.
To be successful in the digital world you not only need to know when people open and read emails, you need technology that allows you to do the same kind of analytics on text messages, in app messages and also lets you know which devices are being used.
To not know this information will result in the wasting of scarce marketing funds and low return on marketing investment.
As an example, we know that around 20% of text messages are sent to dead mobile numbers, at a cost of around 2p per message, on 100,000 messages sent per month, which is not uncommon for a gaming company, that would amount to nearly £5,000 per year. If you make a 1,000% return on text message campaigns you have just lost £50,000 of revenue!
By Bryan Black, VP of Sales and Marketing at Blue Sheep.
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