Even as messaging is gaining in popularity as a marketing channel, it’s still woefully underutilized by the majority of retail marketers.
According to 2016 research conducted by Internet Retailer for OpenMarket, only 29% of retail brands were using SMS for marketing or customer service purposes, compared with 97% using email.
High-profile retailers that are actively using SMS include Macy’s, Bloomingdales, Old Navy, Nordstrom, Crate and Barrel, Kmart, Bed Bath & Beyond and Eddie Bauer, among others.
The Yotpo survey results didn’t indicate how many retailer-text relationships consumers had on average.
Using email and SMS together can be extremely effective and have a kind of multiplier effect.

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