...Why DTC Brands Plan to Use Texting for Black Friday and Cyber Monday This Year

https://digiday.com/marketing/email-has-become-so-cluttered-why-dtc-brands-plan-to-use-texting-for-black-friday-and-cyber-monday-this-year/

Email is a mature marketing channel; however, still a crucial one with consistently high ROI. That said, it is no surprise that most brands use it - and thus, are scared that email inboxes will be too "noisy" - inundated throughout this season's "Cyber-Five" (the period between Thanksgiving and Cyber Monday). In fact, I've read an article claiming that it's the best, most convenient time to unsubscribe. So, marketers are turning to texting, "a channel that is still nascent, but growing rapidly." Still, most brands see texting as an extension of their email strategies. The CEO of Sharma Brands states that "the click-through-rate is around 70% and conversion rate is north of 25%." While these results are promising, experts do note that text messaging is a more personal channel. As mentioned in class, customers are at a higher risk of unsubscribing if communication is too frequent.