SMS, or text messaging, allows brands to invite consumers to opt-in to receive promotional content via short text messages of up to 160 characters. Effective SMS campaigns have open rates of around 98% and are viewed within 15 minutes. Campaigns should have clear goals and provide unique, valuable content to incentivize consumers to opt-in. A case study of a Domino's SMS campaign found it was able to reach 500 students at a sporting event, resulting in 125 orders and nearly 2,000 new Facebook fans. Legal SMS campaigns require opt-in consent and must provide an easy opt-out method to comply with regulations.
2. What is SMS?
Short Message Service (SMS), commonly referred to as
“texting”, is a way to send messages up to 160 characters
between cell phones or other devices
The messages can be stored and viewed later
It is the standard used by most cell phone networks
In 2000, fewer than 20 billion messages were sent, by 2010
that number had grown to 6.1 trillion
3. SMS Uses
Mass Messaging
Alerts and Notifications
Event Interactions
In-store Promotions and
Mobile Couponing
Mobile Marketing Opt-ins
Keyword actions
4. Setting the Stage
SMS allows brands to invite consumers to opt-in to receive
content whether it be a message, coupon code or hyperlinks.
Effective: Open rates for text messages are around 98%
iPhone users are generally more open to receiving SMS
campaigns
Timely: Most texts are viewed within 15 minutes and
responded to within the hour
Content is King: consumers opt-in because they expect
unique, valuable or exclusive content
5. Creating a SMS Campaign
Goals: determine what you want your
campaign to accomplish – Increase traffic,
social media engagement, sales
Secure a short code: the four to six digit
number customers will text to ‘opt-in’ and
receive your branded message
Designate a keyword: the brief message
customers send to the short code
Audience andTimeline:Who is the
campaign for?When is the best time to
make them aware of the offer?
6. SMS Case Study: Dominos
Goal: grow local Domino’s Facebook
group, sell pizzas
Audience: students at sporting events
Message (delivered in arena): “49er Fans
get 50% OFF ALL MENU PRICE PIZZAS &
Bread SidesAll dayTODAY for playoffs!
Coupon Code (FACE50)”
Coupon codes and FB metrics made it
possible to measure effectiveness
Effectiveness: Each message reached 500
students resulting in 125 orders. FB group
collected nearly 2,000 fansCase Study by EZtexting
7. Due Diligence
Essential practices for running a legal SMS marketing campaign:
Must Have Permission – customers must “opt-in” before being
contacted by SMS.Can be done through use of keywords, in-store
signup etc.
Opt-out Available – the customer must be allowed to discontinue
messaging at any time. Placing a keyword like “No” or “Stop” is
recommended.
IdentifyYourself – the recipient must be able to distinguish who is
sending the message and why.
Keep it Short – don’t forget you only have 160 characters
8. Texting Laws: Do not break
Telephone Consumer Protection Act (TCPA): regulate texts
using auto-dialers. Customers must give consent to receive
text -> Opt-in
Applies to all numbers, regardless of Do-Not-Call list
CAN-SPAM Act: defines commercial messages as those that
primarily advertise or promote a commercial product or
good.
Sender must be clearly identified
Opt-out must be free and easily accessible
