Mobile marketing has been around for a long time now and has become fairly commonplace in the marketing mix for many experienced marketers and small business owners. However something you don't hear a lot about in mobile marketing is text message click-through rates (CTR) – i.e. the rate at which consumers click on links embedded within text messages sent as part of a sms marketing campaign. In fact, if you look up CTR in Wikipedia they don't even mention CTR in SMS at all! By definition it's the number of times an ad is shown (impressions) divided by the number of times that it is clicked on and then expressed as a percentage.
As a mobile marketing company who specialise in sms marketing it's imperative that we constantly measure the effectiveness of sms marketing and compare it to other forms of marketing. So as embedded web links are becoming increasingly more popular in sms campaigns how does their CTR stack up compared to other forms or marketing and digital advertising? First of all lets compare it to email marketing which has a lot of functional similarities to sms marketing.
E-Mails: According to MailChimp the world leader in email marketing the average CTR they receive through their millions of email marketing campaigns is a pretty meager 4.2%. So in real terms for every 1000 people who see the link about 40 will click on it.
Text Messages: According to the American mobile marketing company TextBoard, the average click through rate on marketing text messages is a much larger 19.3%. That sounds very impressive right? However when you consider that many may not have a smartphone and therefore not capable of running a web browser, and others who do have smart phones may not have data plans, the CTR is even more impressive. In real terms for every 1000 people who view the text message about 200 will click on the link.
Here is a great info-graphic from TextBoard which compares the CTRs of sms marketing and email marketing:
(Image Source: Cox Blue)