The document discusses various ways that SMS marketing can be used effectively and provides examples of both successful SMS marketing campaigns and mistakes to avoid. It notes that SMS has high open and response rates compared to other channels. Specific tips covered include using SMS to provide value to customers, build relationships over time through transactional and automated messages, reduce customer friction, and gamify the experience. The document also highlights the importance of compliance, testing campaigns, and respecting customers.

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5 Ways to Use
SMS Marketing
Judd Wheeler
3Cinteractive

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Read Rate
98%
22%
29%
12%
0%
20%
40%
60%
80%
100%
SMS Email Twitter Faceook
Frost and Sullivan (2011)

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(SlickText)(Nokia)
150 <5 sec
number of times a day the average
person looks at phone
often time it takes for SMS messages
to be read upon receipt

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Effective
(Mailchipm)(TextBoard)
19% 4.2%
SMS click-thru email click-thru

7. Timeliness
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Oxygen8
90% / 90read in 3 min / ave time read (sec)

8. Timely
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160(+) 25
characters max words

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33% 1.3x
Email list gone Change phone number

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ROI
Permission

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MMA
CarriersFCC / TCPA

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Protect & Trust

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Growth

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Anatomy of a Text
Marketing
• Call to Action / Offer
• Opt-out
Transactional
• Information

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Short Code
Long Code34343
866-443-5505

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How to Choose a Provider
•Security
•Volume
•Compliance
• Complex Workflow
• Integrations
• Relationships

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Opt-in Opt-out
Thank you for your text. You have
successfully subscribed to our
mailing list. To opt-out, reply
STOP.
Can send one follow up – non marketing
• Confirm
• Hook
• How Often

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Safe Hours

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Cost of Unsubscribe
Starting
Database
Unsubscribe
Rate
Redemption
Rate
Revenue /
Redemption
Cost of
Sales Gross Profit
Unsubscribe
Impact
1,000,000 0% 25% $20 10% $ 4,500,000
1,000,000 1% 25% $20 10% $ 4,455,000 $ (45,000)
1,000,000 2% 25% $20 10% $ 4,410,000 $ (90,000)
1,000,000 3% 25% $20 10% $ 4,365,000 $ (135,000)
1,000,000 4% 25% $20 10% $ 4,320,000 $ (180,000)
1,000,000 5% 25% $20 10% $ 4,275,000 $ (225,000)

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Cost of Unsubscribe
Database
Before
Content Sent
Unsubscribe
Rate
Redemption
Rate
Revenue /
Redemption
Cost of
Sales Gross Profit
Unsubscribe
Impact
1,000,000 1% 25% $20 10% $ 4,455,000 $ (45,000)
990,000 1% 25% $20 10% $ 4,410,450 $ (89,550)
980,100 1% 25% $20 10% $ 4,366,346 $ (133,655)
970,299 1% 25% $20 10% $ 4,322,682 $ (177,318)
960,596 1% 25% $20 10% $ 4,279,455 $ (220,545)
950,990 1% 25% $20 10% $ 4,236,661 $ (263,339)

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Cost of Unsubscribe
Database
Before
Content Sent
Unsubscribe
Rate
Redemption
Rate
Revenue /
Redemption
Cost of
Sales Gross Profit
Unsubscribe
Impact
1,000,000 2% 25% $20 10% $ 4,410,000 $ (90,000)
980,000 2% 25% $20 10% $ 4,321,800 $ (178,200)
960,400 2% 25% $20 10% $ 4,235,364 $ (264,636)
941,192 2% 25% $20 10% $ 4,150,657 $ (349,343)
922,368 2% 25% $20 10% $ 4,067,644 $ (432,356)
903,921 2% 25% $20 10% $ 3,986,291 $ (513,709)

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1: Provide Value
•12 days of deals
•Offers
•Inventory Updates

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2: Build Relationship
•Get to know
•Keep updated on schedule

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3: Transactional
•Payment confirmation
•Payment reminder
•Expiration

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4: Reduce Friction
•Card on File
•Charitable giving
•Loyalty sign up
•App download

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5: Automation
•Hours/location
•Bus
•Special date offers

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BONUS: Gamification

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#Fail: Cancer Research (downside of shared)
•SMS keyword changed from BEAT to DONATE
•Resulted in donations directed to the children’s
charity, UNICEF
•Smartphone auto-correct “helping” texters with
their spelling
•BEAT to BEAR

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#Fail: Forget the “QUOTES”
• San Manuel Indian Bingo & Casino: LA Dodgers game
TEXT “SPRING” TO 99158

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#Fail: Don’t Use NUMB3RS
Text “NOR002” to 41411

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What’s Next?
OTT (Over the Top)
RCS (Rich Communication System)

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Summary
•Your customers are mobile
•Respect your customers
•Provide value
•TEST

35. Judd Wheeler
jwheeler@3c.com
3Cinteractive
Demo: Text SMS to 34343
Demo Compliance Language:
By texting SMS to 34343, 3C will send you text messages providing
information and examples about its products and services. Message and data
rates may apply. You will receive recurring messages in connection with your
choice selections. See http://www.3csms.mobi/3Cdemo/ for terms and
conditions and http://www.3C.com/privacy/ for privacy policy.