They may not be glamorous, and some may appear bland to folks with shiny new iPhones, but text-messaging campaigns still result in a much higher response rate than other forms of mobile marketing. “Mobile Marketing: Consumer Perspectives,” the first report on mobile marketing from the Direct Marketing Association, found that text message campaigns account for 70% of the responses to mobile marketing messages, according to a Mobile Marketer story on the report.
Out of the mobile users surveyed, 24% have responded to a marketing message, which is even more impressive considering that roughly the same percentage of those surveyed had never received a mobile offer.
Aside from never having been contacted, why didn’t folks respond to a mobile offer? Either they weren’t interested, didn’t have a data plan or were worried about the cost of airtime.