Business Comms are complicated !

The continued decline in email open rates is driving a re-think of A2P communication .

Without email being reliable, all digital delivery will cost – guaranteed delivery will cost more - returning to  ”stamp” models where there is a charge for delivery and therefore a new business revenue opportunity is developing to deliver communications from business to consumer.  Its a race to see what model wins - the only thing guaranteed is, it isn’t going to be email.

So what does the next 3-5 in A2P communications look like. Things are shifting - We have already seen a resurgence in traditional direct mail. Traditional SMS MVNO’s like Sinch buying SMS, MMS and production companies, Apple and Google moving into the space with RBM and ABM, email organisations buying SMS suppliers, CRM suppliers getting close with SMS companies, advertising agencies doing MMS and SMS promotions. It is a busy space.

All of this is being impacted by one big reality – 90% of consumers prefer messaging as a way of dealing with an organisation. It is already significant - but many haven't realised . In 2019 18.1 million messages were sent every minute, and 188 million emails. At least 98% of messages were seen, and yet arguably less than 10% of the emails were. So - text messaging is actually probably already on par with email in eye-ball terms.

2WAY messaging creates so many opportunities for a much ricjer CX, a new instant feedback and exchange dimension to the communications model and opportunities for new and deeper customer engagement that will shape more personalised 1:1, 2WAY communication and customer enagement that is super exciting - and what they/we as consumers want.