The Value of Mobile Numbers

After having researched this topic for a whole wet rainy day, the best data I could find was in a Whirlpool Forum – where over 80 respondents replied to the question posed “How long have you had your mobile number?” src

To save you the time I went through each response, put the 81 responses in a spreadsheet. I am not saying this is a fully representative statistical survey group, but it is the ONLY data I was able to collect. I am thinking that this is because nobody to date has had any interest in this topic, and yet weirdly it provides some real insight into the value of our mobile number as our address.

So why do online commerce sites ask for visitor emails and not their mobile number? I seem to be having a lot more of these “is it me, or the world is mad” moments lately. Maybe it is because we run a company focused on mobile marketing – it just seems crazy that marketers have not begun to focus on mobile marketing. If the government wanted to contact me, urgently – they would text me – not email me. I just don’t get it.

So here is a stream of data – and you can decide.

  • The average length of time people have their mobile number for is 17.5 years (Whirlpool Data)
  • 2% of emails on mailing lists are changed every month, meaning a 20 to 25% loss every year (Quora)
  • 98% plus of text and visual messages are seen by the recipient
  • The average email open rate is around 20% However, let’s look deeper, as it is lower for categories for many online retailers. A few examples – Daily Deals/Coupons 15.22% open rate and 2.39% click through, eCommerce 16.75% open rate and 2.32% click through, Marketing or Advertising emails at 17.81% open and 1.92% click through, Vitamins and Supplements 17.26% open rate and 1.8% click through and finally Beauty and Personal 18.48% open rate and 1.96% click through. (MailChimp latest stats)

If it wasn’t for Arts, Hobbies and Government (all open rates above 26%) the stats would look even worse.

So if less than 1 in 5 of your messages are being seen by the people you are sending them to, and only roughly 2.2% are clicking on them for every 100 sent, 20 people see it, and 2.2% click through (that is .44 of a person) Add to that your email list is probably out of date – and a loud WHAT THE ? echoes.

Ah, but email is cheap I hear you say. Is it ? …… at some point – email to an audience that doesn’t respond must be doing harm.

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