According to the survey, conducted by the company ifocus for Active Trail among 500 participants who are a representative national sample of the Jewish population in Israel (not including the ultra-orthodox population), 98% of Israelis still make sure to open the text messages application on their smartphone, 88% of them read them regularly.
The survey also revealed that 79% of Israelis open messages at least once a day and 20% of them read every message they receive.
In recent years and since then, WhatsApp has become almost the only channel for interpersonal messaging, the power of SMS has strengthened as a channel for receiving marketing and operational messages from business companies, sales sites and customer clubs such as tracking packages, receiving coupons and purchase confirmations.
Indeed, the survey clearly proves this: 77% of Israelis believe that the messages they receive in SMS are attractive to them, and 62% of them believe that receiving advertisements and marketing messages in SMS from business companies is legitimate.
In the distribution by age, it was found that 88% of those aged 40 and over open SMS messages at least once a day and about 50% of them read all or most of their messages, compared to 35% of those aged 18-39.
According to the survey, women are more involved in their text messages: 83% consider them attractive and 45% of them open all or most of the messages they receive.
According to Noor Man, CEO of Active Trail, these are particularly gratifying results for businesses that regularly market via SMS. "There is no doubt that SMS marketing is one of the most effective tools available to marketing managers.
Against the background of the decrease in the effectiveness of advertising on Google and Facebook and the increase in the cost of these channels, the knowledge that in every SMS campaign the customers show real involvement shows that even in 2023 the investment in the SMS campaign will continue to bear fruit."
Noor Man. (Photo: Active Trail)
Email marketing: 8 billion marketing emails were sent this year in Israel
The e-mail marketing sector has also seen a warming: in the past year there was a 14% increase in the amount of marketing e-mails sent in Israel to 8 billion e-mails.
Organizations in the fashion, events, insurance, tourism and sports sectors topped the list of email advertisers, joined by the major e-commerce sites such as KSP, Walla Shops and the like.
Israel is of course not alone: the trend of growth in email marketing activity is reflected all over the world.
According to data from the Financesonline website, in 2022 approximately 333 billion emails were sent worldwide every day and by the end of 2025 the number is expected to jump to 376 billion emails per day.
According to Active Trail data, the average rate of opening promotional emails in Israel amounted to 21% - an increase of 3.5% compared to 2021, when at the top of the list were organizations in the following industries: e-commerce (34%), government and public sector services (32%), financial services and banking (32%), associations and donations (28.5%), retail (26%), tourism (25%), health (23%), real estate (22%) and industry (20%).
According to all indications, even in -2023 The email marketing strategy will remain in a high place in the annual marketing plans with an expected increase of 15% in the number of emails sent in Israel.
58% of businesses: this year we will also advertise on WhatsApp
Although advertising on WhatsApp is still in its infancy, it seems that in 2023 there will be a significant turning point with the transition of more and more advertisers to the largest messaging application in the world.
According to Active Trail's survey, 58% of businesses intend to advertise on WhatsApp in the near future, this after the WhatsApp company, which is owned by the Meta Group, recently approved sending marketing messages under strict regulatory rules.
Therefore, advertisers who want to implement the new service will be required to comply with strict rules such as receiving approval from WhatsApp on the content of the messages before publishing them, sending them in stages to a limited number of customers and more.
WhatsApp announced that it will punish advertisers who do not comply with the advertising rules, from blocking a user on WhatsApp to blocking business pages on Facebook.
Noor Man concludes: "Many businesses realized this year that building automations and marketing funnels and customer retention based on customer behaviors are the most efficient and cheapest way to increase sales turnover and the profit margin. This year, more than ever, the mailing channels, SMS and WhatsApp proved their tremendous return on investment The PPC channels on Google and social networks. This is why a lot of budgets will be diverted next year to these channels and smart data-based marketing."
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