Opt Out Rates Low for Retail SMS Marketing

We sleep with them and panic when they’re out of sight. In the past couple of years, smartphones have become an increasingly personal device. This level of what we’ll call “device intimacy” means two things for marketers: first, consumers are more accesible than ever. Second, and more importantly, this form of communication is complex; we have to be careful about obtaining (and maintaining) permission to communicate with these consumers.

So just how willing are consumers to accept SMS as an avenue of brand communication? A recent study shows that when it comes to retail, a relatively small number of users opt out of text messaging communications.

Over the course of 450 days throughout 2011 and into the first quarter of 2012, Cellit analyzed 1,180 SMS campaigns sent by retailers. Results showed that opt out rates are surprisingly low. The average opt out rate was 3.7% for, or just over 37 for every one thousand text messages sent.

The study also took a look at timing, showing that SMS campaigns sent during the week fair much better than those sent on Saturday and Sunday. The average weekday opt out rate is a low 1.8%, but jumps up to 8.5% over the weekend. The infographic below illustrates these numbers.

sms marketing statistics, sms graph

Do you think SMS marketing requires a certain level of intimacy with the brand? Is it a service you reserve for only your favorite labels?

As a consumer, for what reasons do you opt in to SMS notifications from brands? Coupons? Exclusive updates? Chime in on our Facebook poll.