December 12, 2012, 3:17 PM

Many consumers who like e-mail also want text messages

They would welcome texts with deals and location-based offers, Responsys finds.

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40% of more than 1,000 U.S. consumers who have opted in to receive e-mails from retailers are also interested in receiving communications from retailers via text message during the holiday season, finds a new survey from e-mail, text message, social and display ad marketing services provider Responsys Inc.

These consumers are interested in a variety of text message content, according to the survey, including:

  • Location-based offers, 42%
  • Deals and offers, 39%
  • Information about in-store sales and events, 37%
  • Invites to sweepstakes and contests, 32%
  • Gift guides and product recommendations, 32%

Younger adults (18-29 years old) are most interested in receiving location-based promotions via text message (64%); however, consumers ages 30-39 and 40-54 were not far behind (50% and 42%, respectively), reflecting the growing adoption of mobile technology across generations, Responsys says.

“The mobile phone is an incredibly personal device, so while the opportunities for mobile marketing are immense, it’s critical that marketers take the time to design great permission-based mobile experiences that complement campaigns in other channels,” says Michael Della Penna, senior vice president of emerging channels at Responsys. “Long-term success in the mobile channel requires a deep understanding of customer needs and interests as well as the ability to coordinate mobile with the other key digital channels of e-mail, social and display.”

The holiday season is a great time for marketers to experiment with mobile as part of their integrated cross-channel marketing strategy because consumers are traveling, out shopping, and on high alert for discounts and offers from their favorite retailers, Della Penna adds.

“For example, offering information about an invite-only discount or a reminder that gift-wrapped packages are ready for pickup are effective ways to engage customers who have opted-in to receive mobile messages from your brand,” he says.

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