Email marketing has been one of the pillars of digital marketing for as long as we can remember. However, recently, when we learned about different tracking methods, we started to worry about the low read rates of emails.
The numbers look even weaker when we directly compare the read rates of texting and email marketing. According to surveys, the average email marketing open rate in 2024 is 21.33%, while the same for text messages is 98%. But accurately tracking open rates for emails is tricky.
In this blog, we will learn how to use texting’s high read rates to support your email campaigns instead of choosing one over another.
We will also explore other effective metrics for tracking email marketing success. So let’s get started.
Demystifying Text Message Read Rates vs. Email Open Rates
Ever wonder why that text you sent seems instantly noticed while your perfectly crafted email gets left unread? This might make you question yourself, why are my email open rates so low?
Well, hold on to your hats, marketers, because things aren’t quite as clear-cut as they seem. So, let’s not settle for a judgment yet.
First, let’s learn why the numbers we see might not always be accurate and why texts are a good competition to emails.
The Technical Limitations of Email Open Tracking
The email open tracking is done with the help of images embedded in them. A lot can go wrong when counting those numbers for a couple of technical reasons.
For example, in case one, if someone has disabled automatic image loading for security reasons or simply prefers a cleaner view, their open won’t get counted. Even if they have read the entire email!
In another case, some privacy-conscious users can block images altogether. This means their email client never fetches the tracking pixel, making it impossible to register an “open” even if they opened the email.
Small technicalities like this can make it seem that your email campaign is performing terribly, while the truth may be far from it.
The Inherent Visibility of Text Messages
You get a built-in advantage with text messages, which is near-guaranteed visibility. Here’s why text messages are better at cutting through the noise and getting noticed.
- No Image Hang-Ups: Since text messages are text-based, there’s no need for image loading. They land directly in the notification center, staring at your recipient in the face. Unless they actively choose to ignore it, there’s a higher chance they’ll at least see your message.
- A Direct Line: Text messages arrive directly on a user’s phone, a device they likely keep close at hand. This immediacy increases the chance of them being seen and acted upon compared to an email that might get buried in an overflowing inbox.
Can We Bridge the Gap Between Texting and Email Marketing?
While most marketers keep arguing which one is better- SMS or email, they forget that both can be combined to create the ultimate strategy.
Here’s how you can use both of them to create a winning marketing strategy.
Leveraging SMS for Email Opt-Ins and Engagement
Text messages can be a powerful tool to drive email list signups and boost initial engagement. Here’s how.
- SMS Sign-Up for Email Lists: Offer incentives like exclusive discounts or early access to promotions for those who sign up for your email list via text message. This not only builds your email audience but also ensures they’re genuinely interested in your brand.
- Welcome Series with a Textual Twist: Follow-up email welcome sequences with a personalized text message. This initial text can reiterate the benefits of joining your email list and encourage them to open your first email.
Personalization – The Key to Both Texting and Email Success
Remember, personalization isn’t just a buzzword – it’s the key to building that deeper engagement with your audience. It is important for emails and texts, and here’s how to do it.
- Segment Your Audience: Divide your email list and texting subscribers into specific groups based on demographics, interests, or purchase history. This allows you to tailor your messages to resonate with each segment, increasing the likelihood of them taking action.
- Dynamic Content is King: Use dynamic content in both your emails and text messages to personalize the experience. This could include addressing recipients by name, highlighting products they’ve viewed, or offering birthday discounts.
Using Texting to Reinvigorate Your Email Strategy
A follow-up text after your email can be a great way to boost the visibility of your email sequence. Or it can even be a good bait for people to get more subscribers.
Here’s how you can do it with different kinds of texts.
- Abandoned Cart Recovery: A friendly reminder via SMS about forgotten items in their cart can nudge customers back to complete their purchase, significantly reducing cart abandonment rates.
- Time-Sensitive Promotions: Generate instant buzz with flash sales or exclusive offers sent directly through text messages. This creates a sense of urgency and drives immediate action.
- Transactional Updates: Provide real-time order confirmations, shipping updates, or appointment reminders through SMS, keeping your customers informed and engaged throughout the buying journey.
Beyond Read Rates: Measuring Success in Modern Email Marketing
As mentioned before, judging your email campaign’s success through open rates isn’t wise.
So, what are good metrics to track email marketing success? Let’s find out.
Focusing on Click-Through Rates and Conversions
Should I give up on email marketing if people don’t open my emails? This is a common question many email marketers get when their campaigns show low open rates.
However, remember that the ultimate goal of your email campaigns is to get people to take action, whether it’s visiting your website, making a purchase, or signing up for an event. In email marketing, click-through rates (CTRs) and conversion rates tell you exactly how many recipients clicked on your call to action and completed the desired action.
These metrics directly correlate with the revenue and ROI generated by your email marketing efforts. Hence, it makes them far more valuable than simply knowing someone opened your email.
A/B Testing Subject Lines and Content
A catchy subject line ensures that your emails don’t pile up in someone’s inbox and don’t get read.
However, finding the most intriguing one is tricky as what piques your interest might not have the same effect on others. So, you can use A/B testing to find the best option.
A/B testing email subject lines allows you to see which ones resonate best with your audience, leading to higher open rates and, ultimately, clicks. Similarly, testing variations in email content, including calls to action, visuals, and overall structure, helps you identify the elements that drive the most engagement and conversions.
Segmentation and Targeting for Maximum Impact
Even in person, the same sales pitch has little chance of working on every customer. So, how can it work when you aren’t even physically present to convince the person? Although it is possible to target people with similar likes using the same email sequence.
Segmentation allows you to group subscribers based on demographics, interests, purchase history, or even their website behavior. So you can craft targeted email campaigns with personalized content and offers that are relevant to each segment.
This focused approach can lead to higher click-through rates, conversions, and a more loyal customer base.
Conclusion
While most marketers are fascinated with the high read rates of text messages, tracking the same metrics for emails might not be as effective. In 2024, high read rates don’t directly translate to email marketing success.
Technical limitations like image loading and privacy settings can significantly skew open rate data, painting an inaccurate picture of actual engagement. Hence, the true measure of a successful email campaign lies in its ability to drive action.
Click-through rates and conversion rates provide far more valuable insights, revealing how many recipients interacted with your message and ultimately completed your desired goal. To move your focus from read rates to something more valuable, work toward email segmentation, personalization, and methods like A/B testing.
FAQs:
Q. Can I use text messages to get more people to sign up for my email list?
A: Yes, you can share exclusive offers and incentives through SMS to attract more people to sign up for your email list.
Q. How can I make my email marketing campaign more engaging?
A: There are multiple methods you can combine to get the best out of your email marketing campaign. Always go for personalization, do A/B testing of your subjeclines, hooks and CTAs, and use high quality visulas to grab more eyeballs.
Q. How can I integrate SMS Marketing with my existing email marketing strategy?
A: You can integrate SMS marketing with your existing email strategy in more than one way. You can send abandoned cart SMSs right after the abandoned cart email, share time-sensitive promotions that link back to your email, or give traction updates like appointment reminders, order confirmations, etc.
