Email vs. SMS: Surprising Effectiveness Data for Retailers

Scott's Thoughts

What's really working in digital marketing for retailers today? In this eye-opening discussion, we dive into surprising findings from Listrack's annual cross-channel benchmarking report that challenges conventional wisdom about effective marketing tactics.
The data reveals a fascinating paradox: while email marketing volume increased by 43% over the previous year, declining click-through rates suggest consumers are experiencing message fatigue.

Meanwhile, SMS marketing emerges as an unexpected powerhouse, generating six times the revenue per send compared to email campaigns. This compelling stat transforms what many consider a supplementary channel into a critical marketing tool worth serious investment.
Trigger-based campaigns stand out for their exceptional performance. Shopping cart abandonment emails, welcome messages, and post-purchase communications deliver conversion rates described as "off the charts," regardless of whether they arrive via email or text.

Equally impressive are the results from loyalty programs, which saw explosive 15X growth in send volume, powered by AI-driven product recommendations that doubled click-through rates compared to the previous year.
Perhaps most surprising is the continued relevance of what some might consider outdated technology. Email and SMS remain marketing mainstays, but their application continues evolving through innovative tactics and improved targeting.

For anyone in retail—whether you're a marketer, merchant, or play another role—understanding these channels and their effectiveness remains crucial for business success. How is your organization adapting to these shifting trends in digital marketing?

Chapters

1. Introduction & Marketing Changes (00:00:00)

2. Email Volume vs Effectiveness (00:00:36)

3. SMS Marketing Success Metrics (00:01:21)

4. Trigger Campaigns & Loyalty Programs (00:01:49)

5. Conclusion: Marketing Tactics Evolution (00:03:27)