A Mobile Phone Number is Worth More Than an Email Address to Marketers: Here's Why

I am still surprised when I meet with large companies that do not have a strategy to build an opt-in mobile database.

It reminds me of the early days of email marketing when companies didn't quite know what to do with the email addresses once they had them.

Slowly smart marketers are starting to understand that both text and email have a place. Here are a few reasons why a mobile number, or opt-in SMS user, is worth more than an email address.

1. You can literally get in bed with your consumer
   I read an interesting study by the Pew Research Center a few weeks ago about the millennial generation. Born after 1980, I was actually not surprised to read that 83% of 18- to 29-year-olds sleep with their cell phones within reach. When a consumer lets you into their most personal device, they want a relationship - not just a date.
2. A mobile number rarely changes
   Email addresses can change with the seasons. Consumers weary of spam change their email addresses like they change a pair of shoes. Last I checked my LinkedIn stats, 23% of my network changed jobs in the last year. It isn't easy to keep your email database up to date. Mobile numbers on the other hand are like having your consumer's IP address. They aren't going anywhere.
3. Location, location, location
   Yes, there is a lot of hype about location-based services these days. But you know what? More and more people are opting to let marketers know their location in exchange for valuable content - local offers, discounts or timely information. An email address just can't help you there.

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