Did you know that the Chinese have spoken Mandarin for so long that they have a single word for a dog at a certain location? It simply makes the conversation more precise and faster, rather than stating 14 words to describe an event, it can take just one or two. The English language is heading in a similar way albeit it seeing the eradication of personalised speech. I is less used today than ever before in written text on the net.
So if a 6000 year old language is being copied by a 1500 year old English language and the rate of technological change is much faster, what does that say for your marketing campaign? The message that we try to proffer to the general public is what makes us all money. The statistics help us decide which avenue to take to increase a revenue stream but the wording can increase both the value and the click rate.
Direct advertising today has morphed into two mainstays, the email and the SMS. These are direct ways into your follower’s minds and wording and the speech used either turns them off or attracts. The method of delivery is also important. If a Hong Kong based business moved into the English market talking Mandarin, the majority would not understand. But an English telecoms company launches a worldwide campaign in gobbledegook with two ‘Orange’ characters and a singing Christmas tree and everybody gets the message.
Exactly how important is language when trying to get your message across? And more importantly how do CTR (Click through rate) and message opening rates compare between Email and SMS? A short message is on average around 140 characters long depending on the vendor and how they strip it. An email on the other hand can be as elaborate and decorative as you wish but if you sent out an email with only 140 characters it would not only look like spam but would be considered a waste of a campaign.
Understanding that these are two entirely different models of messaging and marketing is like distinguishing the difference between Mandarin and English. Although Email is accessible in as many locations as there are mobile phones, emails are not sent over the SMS protocol and open rates are spectacularly miles apart. Whether you programme an email to be received as a live message automatically rather than logging in to a client seemingly makes little difference. There’s a psychological aspect in that the receiver still knows it’s an email.
Most people like SMS language to be used within a text even if they don’t like seeing the process repeated on a message board or within an email. We shorten words, drop vowels and are generally more precise, often fitting in a space of 140 characters the content worth of three sentences. A person could well describe their whole day short and sweet in a SMS, whereas within an email it make take a day to read about their day.
The exceptional statistics reveal that people are most likely to react to an SMS than they are an Email. Opening rates are staggeringly high at 98% with a further 90% going on to read within three seconds. Emails can lay sitting there for hours even if a mobile is attuned to receive them straight away and with mobile phone alert. Furthermore an SMS has a better response rate, some research suggest an average of 29% click a link after opening, seeing a 14% upturn in conversion. This increases to 32% when a SMS coupon offer is received.
Perhaps it’s not the language you speak, I have never once understood those television characters. It may not even be about the way your word your message but yes that still plays a major part. However how you get your message across and delivered, opened, read and acted upon seems to be very relevant and SMS campaigns are certainly leading the way to increased message opening, higher CTR and overall conversion too.