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Push notifications, email, and SMS can reach your client in highly personalized ways, and they behalf and perform very similarly. The goals of your marketing campaign can easily be achieved. Time to take a closer look and understand more.

Digital Marketing is not anymore like traditional marketing. In the era of digital transformation happening everywhere, marketers want a proof of their investment. Dieter Hovorka

CTO, Co-founder, Skillz Middle East

Let us have an overview of what the numbers are saying of open rates between the different channels. The winner is for sure SMS with an open rate of 98% on average, push notifications are open on average by 50% of clients and email reaches 22% open rate.  

73% of people always have their mobile device with them

An infographic by mobile and Web push notification service provider PushMaze provides a look behind the scenes of how email, SMS, and push notifications can be used to fulfill marketing objectives.

The three channels have their positive sides and also their downside. But comparing and understanding can help you to understand where they stand in your marketing mix.

The first email marketing blast was sent in 1978, while the younger brother SMS was only established in 1992. SMS reach a click-through rate of 14% with a time to open of 3 minutes, which seems to be reasonable for reaching your audience on the spot. Compares to Email which reaches a click-through rate of 4%  and time to open of 384min on average.

Push notifications seem to be powerful and their performance indicators are good to read according to the infographic. 55 to 60 percent of the users of apps agree to receive push notifications on their smartphone.

Well, it leaves here the question open, how many of my clients are using smartphones? A graphic from Statista can bring maybe light into this question, “Number of smartphone users worldwide from 2014 to 2020 (in billions)“. Even we need here to leave the question open if your client falls into the segment of smartphone users.  For example, the vast majority of Americans, 95%  currently own a cellphone of some kind. The share of Americans that own smartphones are now 77%, up from just 35% in Pew Research Center’s first survey of smartphone ownership conducted in 2011.

With a delivery rate of 90% and an open rate 50% higher than emails, push notifications can achieve better results. The click rate is 7 times higher than emails and an impressive 94% retention rate can be achieved with segmentation. 

The audience is today very sensitive on the overload of information, and all 3 channels have their features and impact on the audience. Take a closer look at the infographic how the features compare to each other from message length, average opt-rate, malware possibility, spam rate, audience engagement and more. 

You might be wondering what could be the benefits of using push notifications. Let’s check out this on the infographic below. Share with us your opinion and if you use push notifications or not, use our commenting section below. 

Push Notifications vs. SMS vs. Email: A Comparison [Infographic]
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