Wednesday, January 30, 2013
Today’s tip is similar to yesterday’s use case, and it provides another great opportunity to build your subscriber base. The difference is the channel in which you deliver your communications—instead of email, you send an SMS message!
If you’re looking to transform your mobile messaging program, launch an outbound (mobile-terminated or “MT”) SMS messaging program. This type of program is the first step in delivering targeted, timely, and contextually relevant marketing communications to a subscriber list via text message.
Companies or organizations looking to launch a mobile campaign that complements other commercial marketing communications will find an SMS opt-in campaign essential. It provides a quick and easy way for subscribers to sign up to receive text messages and facilitates long-term relationship growth.
HOW TO PUT IT IN ACTION:
Before you launch your consumer opt-in campaign, establish a solid plan. This type of campaign content should relate closely to what you’re promoting across other channels—but make sure there’s value in opting in via SMS. Subscribers aren’t interested in recycled content or batch-and-blast messages. Make the content targeted and personalized for maximum engagement.
Execution should look something like this:
Step 1: Create an SMS opt-in keyword on your short code (e.g., “JOIN” on 12345).
Step 2: Promote the keyword and short code in your store, on your website, and on traditional marketing materials: “Text JOIN to 12345 to learn about special sales and events at your local store.”
Step 3: A consumer texts in to the campaign.
Step 4: The consumer is then prompted to confirm their subscription (via a double opt-in) by replying with a response, such as “YES.”
According to ExactTarget’s 2012 Channel Preference Survey, 5% of consumers prefer to receive permission-based promotions via text. But seven times that many prefer to receive personal communications via text. You have the data to segment and deliver targeted, personalized communications via email—why not apply your data principles to SMS?
For more guidance on building a world-class mobile program, check out our new whitepaper 4 Stages of a Smart Mobile Strategy.