Kane Russell discusses how to create effective SMS calls to action. He outlines four key ingredients: 1) compliance with regulations, 2) incentives to motivate consumers, 3) clarity to avoid confusion, and 4) a mobile-specific strategy. An effective call to action also requires a "secret sauce" of aligning with the brand's overall strategy. He provides examples and emphasizes that SMS is best used to enhance cross-channel mobile experiences.
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How To Make An Excellent SMS Call To Action
1. Ge#ng
it
Right*
in
Mobile
*
How
To
Create
an
Excellent
SMS
Call
To
Ac,on
Kane
Russell,
VP
of
Marke,ng
Waterfall
Mobile
2. Waterfall
Mobile
and
the
Msgme
Platform
Waterfall
Mobile Msgme
๏ Founded
August
2005 ๏ Free
trial:
www.msgme.com
๏ Offices
in
SFO
(HQ),
NYC
&
Aus=n ๏ API
suite:
developer.msgme.com
๏ Backed
by
Vista
Equity
Partners
๏ Custom
applica=on
development
๏ Cross-‐channel
mobile
&
social
CRM
via
SMS,
๏ Short
code
provisioning,
cer=fica=on
MMS,
QR
Codes,
IVR,
Facebook
&
TwiRer &
audit
management
3. Growth
of
digital
marketing
in
the
U.S.
U.S.
Mobile,
Social
&
Email
Market
Value
($s
in
millions)
CAGR
Mobile
marke,ng $13,232 32%
Social
media
marke,ng
Email
marke,ng $11,274
$9,150
$8,237 38%
$6,998 $7,057
$5,697
$4,896
$4,238
$3,242
$2,777 $4,995 26%
$4,217
$1,652 $3,453
$2,760
$2,119
$1,590
$2,262 $2,468 10%
$1,510 $1,694 $1,875 $2,066
2011 2012 2013 2014 2015 2016
Source:
Forrester,
2011
4. Objectives
for
today’s
webinar
How
to
create
an
excellent
call
to
ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific
strategy
5. Takeaways
6. Compliance
Failure
to
comply
with
the
regula,ons
set
forth
by
CTIA,
the
Mobile
Marke,ng
Associa,on
and
carriers
can
result
in
suspension
of
a
short
code
and
monetary
fines.
7. Basic
components
of
compliance
1. The
phrase
“Message
and
Data
Rates
May
Apply”
presented
one
line
above
or
below
the
call-‐to-‐ac,on
2. The
frequency
of
messages
sent
per
month
clearly
adver,sed
(e.g.
10
messages
will
be
sent
per
month)
3. Opt-‐out
instruc,ons
(e.g.
Text
STOP
to
unsubscribe)
4. Help
instruc,ons
(e.g.
Text
HELP
for
help)
5. List
of
supported
carriers
easily
accessible.
• 1-‐4
equivalent
info
needed
in
opt-‐in
confirm
message
9. Compliance
depends
on
campaign
type
• Subscrip,on
campaigns
need
all
components
of
CTA
compliance
• Sweepstakes
campaigns
need
a
URL
to
the
official
rules
• Premium
content
campaigns
need
to
be
double
opt-‐in
*Check
if
you
don’t
know
11. Objectives
for
today’s
webinar
How
to
create
an
excellent
call
to
ac,on:
1. Compliance
2. Incen/ves
3. Clarity
4. Mobile-‐specific
strategy
5. Takeaways
13. Calls
to
action
need
incentives
• Mobile
phone
is
a
very
personal
medium
• Technology
for
technology
sake
does
not
appeal
to
the
majority
of
consumers
• Clear
incen,ves
a_ract
new
consumers
• Nothing
new
18. Objectives
for
today’s
webinar
How
to
create
an
excellent
call
to
ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific
strategy
5. Takeaways
24. Creating
clarity
• Oversimplify
user
commands
(e.g.
quota,on
marks,
similar
characters)
• Avoid
phrases
that
would
fall
vic,m
to
autocorrect
• Include
SMS
CTA
across
mul,ple
pieces
of
marke,ng
collateral
25. Objectives
for
today’s
webinar
How
to
create
an
excellent
call
to
ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific
strategy
5. Takeaways
27. Some
common
mistakes
• Using
an
SMS
CTA
in
an
area
without
cell
phone
service
• Using
SMS
to
link
to
a
non-‐mobile
site
• Using
SMS
as
a
way
to
link
to
a
website
-‐
and
that’s
it
• Failing
to
capture
metadata
for
targe,ng
29. Objectives
for
today’s
webinar
How
to
create
an
excellent
call
to
ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific
strategy
5. Takeaways
33. CTA
Case
study:
BART
Campaign
Overview:
• Plan:
BART
wanted
to
engage
new
riders
through
emerging
media
channel
• Strategy:
text-‐to-‐win
campaign
promoted
during
“Try
BART
Week”
geared
toward
encouraging
new
riders
Results:
• BART
Chief
Communica,ons
Officer,
Linton
Johnson:
“ You couldn’t buy that much good press or
goodwill from customers ... Nearly every
day that week we were in the news and
that contributed to the healthy increase in
ridership. Our goal now is to keep those
customers, and it looks good - ridership
was up vs. last year.”
(Full
case
study
can
be
downloaded
from
www.msgme.com)
41. Any
Questions?
For
more
informa,on
visit
www.msgme.com
More
industry
informa,on
available
on
our
blog
@
blog.msgme.com
View
our
CTA
gallery
@
h_p://artoghecta.com/
Or
contact
us
directly:
marke,ng@waterfallmobile.com