UK marketers not convinced by SMS campaigns.(survey from Pitney Bowes Document Messaging Technologies)(Brief Article)

EuropeMedia, December, 2002

EUROPEMEDIA-(C)2002 Van Dusseldorp & Partners - http://www.vandusseldorp.com/

SMS campaigns are failing to convince marketers in the UK, according to a new survey from Pitney Bowes Document Messaging Technologies.

Although GartnerG2 research found that 41 per cent of European adults use SMS regularly, according to the Pitney Bowes study, marketers expect average response rates of 5.1 per cent when using SMS for marketing, compared to 6.8 per cent from direct mail campaigns.

The survey suggests that SMS marketing may be successful with the youth market and those who are tech savy. It also found that marketers expect a typical response rate of 7.2 per cent when using email marketing campaigns, which is lower than the last few years when...

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