SMS outpaces e-mail in consumer engagement

05/25/2012 | MobileCommerceDaily.com

SMS campaigns generate six to eight times the consumer engagement rate typical of e-mail and a high rate of in-store transactions, according to research by Cellit. SMS also is best integrated with a wider marketing strategy. "The most sophisticated retailers are now developing robust preference centers on their websites, allowing customers to refine what type of messaging they receive through each channel," said David Wachs, Cellit senior vice president of mobile and general manager.

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