Advertising and Integrated Brand Promotion(text only) 5 edition by T. O'Guinn.C.Allen.R.J.Semenik

I’m Derek Johnson with tatango.com. I’m answering the question, “How do you increase text message marketing open rates?” So text message marketing is when a brand builds up a large subscriber database of their customers’ phone numbers and then uses those phone numbers to send out mass text messages, usually, offers and promotions that drive sales. So an open rate in text messaging means the customer is opening the message on their mobile phone. They’re seeing the text message. This is going to shock you, I’m pretty sure. Text message marketing open rates are 99%. That’s pretty high compared to things like email marketing. Now, why is it so high? Well, it’s essentially because there’s no text message spam that is coming to you, therefore, text messaging is a very clean channel, a marketing channel. Where email marketing, if you’ve ever, you know, opened up an email account, you’ll know t