An oldie but a goodie
We often think what is new is better, particularly in the technology space. SMS could be the exception to the rule. Even though SMS has been around for almost 25 years, it is still the most effective way to get someone’s attention. As other technologies have popped up (email, chat, web messaging), SMS is overlooked because it just feels out of fashion. Appearances can be deceiving though, and SMS traffic and open rates are as healthy as ever. In fact, On average, 200 000 SMS are sent EVERY SECOND.
Every SMS gets read, here’s why
As SMS is now competing with Facebook messenger, Whatsapp, Snapchat and others, SMS has effectively been replaced by other technologies to manager daily conversations. However, SMS is still where official information is being transmitted such as PIN codes, account notifications, bank transaction statements, flight details, reservations and many more. Those are the types of messages that people cannot afford to miss, and so they SMSes systematically get read. In fact, the SMS open rate is at a staggering 99%… with almost all read within the first 5 minutes after reception.
Highest and fastest open rate
When it comes to marketing, SMS are simply unbeatable. Compare the 99% open rate to emails, and its paltry 20% open rate, and you get a better appreciation for why billions of dollars are still being spent on sending SMS. For further comparison, only 29% of tweets and 15% of Facebook Ads are read. Beyond the open rate, the responsiveness of SMS is impressive. With the average person looking at his phone 150 times per day, it is not surprise that the average response time for a text message is 90 seconds (it is 2.5 days for emails).
Available to everyone
SMS is one of the basic features offered in every mobile phones. On the other hand, WhatsApp and other messaging apps are only supported on smartphone. While 7 in 10 people have smartphones in advanced economies, that number is down to under 4 in 10 in emerging economies… Are you ready to cut yourself off from 60% of your potential audience because of your choice of communication tool? The mobile phone revolution has done more to help the economies of India and Africa than billions of foreign aid could ever have achieved. But while smartphone adoption is rapidly growing in those geographies, it will take years before smartphone penetration achieves the levels of Europe or Chian. So if you want to reach those markets, SMS must be part of your strategy.
A recruiter’s best friend
In recruitment, it is our responsibility to find and select the best talent for the job. Eliminating a whole portion of the talent pool by restricting yourself to certain technologies (such as email and chat messengers) is an unforgiveable oversight. A number of recruitment software providers have recognized this reality and have integrated SMS technology in their overall suite. With a 99% open rate, and a cost of only a few cents per message, SMS can truly be a recruiter’s best friend.