E-mails vs SMS: Who Will Win When It Comes to Marketing?

In the digital era, it’s not a surprise to see how both e-mails and SMS messages are on the rise when it comes to online promotion.

According to an article by Gartner, SMS messages have higher response rates than e-mails. The response rates for SMS messages can go as high as 98% and 45% respectively, but when it comes to e-mails, response rates can only go as high as 20% and 6% respectively. The main reason for the difference in the response rates between SMS and e-mail messages is that there are many spam messages in e-mails.

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One advantage that SMS messages hold over e-mail messages is quick access to important information during times when one cannot access the Internet. If people are at locations where they cannot access the Internet, they’ll still be able to receive important alerts. For instance, if a customer wants to purchase a grocery item that is out of stock, an alert from an online e-commerce company that the product is back in stock can benefit the customer. Sending important alerts over text messages increases the probability of a person reading messages, in comparison to e-mails. However, the drawbacks to text messages cannot be ignored.

We can sign up for receiving e-mail messages on many websites, which means that our e-mails may be more relevant to us than text messages in the long run. Moreover, e-mail messages include an element of design, which makes them more attractive and entertaining to read. For instance, this is an e-mail sent by Ralph Lauren, a major clothing company.

What would attract you- an SMS with the words, “Tie-Dye: Not Just for Summer Camp Anymore” or a graphic with these words written below it, what would you choose? Most people would prefer to choose the latter, as an element of the design can increase the level of interest in an advertisement.

Apart from being able to capture the attention of your target audience, e-mails are more detailed in comparison to SMS messages. A 10% discount in a text message is not as appealing as an e-mail which describes the products offered at a discounted rate.

I believe that e-mails are a better option to choose than text messages when information that is not urgent for the customer to know is conveyed (for instance, a customer might want to know when a grocery item will reach him/her). An SMS doesn’t relate to the customers the same way in which an e-mail does. An e-mail message makes you feel like you’re a part of a community.

For instance, Google can make the local guides (who contribute towards writing reviews of various public places which they visit) feel like they’re a part of a community by providing them information that is exclusively available only to community members.

What do you think? Who wins when it comes to marketing- text messages or e-mails?


Mother’s Day 2020: What’s In A Brand Campaign?

The love that we receive from our mothers cannot be compared to the love of anyone else. From our childhood to the time when we’ve become independent, our mothers guide us throughout our lives. We have learned a lot from them, whether it is how to face the challenges in our lives or values.

While the marketing campaigns launched on the occasion of Mother’s Day were worth noting, some campaigns simply celebrated the sacrifices of women, which is not what women want to be known for. Women want to be respected as equals in the society, and by “celebrating” them as sacrificial humans, we’re undervaluing them.

A brand campaign was launched by Fujilm India on Mother’s Day. While the graphic has been beautifully designed by Fujifilm India, the text on the Facebook page seems to salute them only for their unending labor and multi-tasking abilities. Brands must change their marketing strategies to promote equality in terms of the perceived responsibilities of a man and a woman, especially when it comes to domestic chores.

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Image Source(s): Fujilfilm India’s Facebook Page

Many brand campaigns want customer engagement. However, if all brands are going to repeat the message of how women do multiple duties without complaining, people will start turning a blind eye to these campaigns. People have been watching videos and looking at graphics in which mothers are celebrated only for the work they do and not for being themselves and expressing their individuality. How can a brand expect a campaign to be noticed in an ocean of campaigns where each campaign only talks about how women seem to do everything perfectly?

Kriti Sanon asked women to find some time for themselves during the pandemic and focus on their passions. ITC Vivel’s #AbSamjhautaNahin brand campaign promoted gender equality on Mother’s Day. This is what made the campaign stand out from the rest, who only focused on how well women played the typical roles of both a working woman and a home-maker at the same time.


Image Source: Kriti Sanon’s Instagram Account

Another stunning campaign was launched by SBI Life Insurance, in which mothers spoke about how they have to leave their homes to perform their duties. The nation requires them to go to the hospital to take care of coronavirus patients, work as pilots, or perform other high-risk duties during the pandemic. Work from home is not even available as an option for these mothers.


Image Source: SBI Life Insurance’s Twitter Handle

Let’s not celebrate Mother’s Day on just one day. After all, cakes and roses may bring delight for one day, but it’s helping a mother, either by helping them in their work or being a pillar of emotional support for them that will count. We should appreciate our mothers every single day of our lives.