Text Message Campaigns

There’s no doubt that today’s consumers are mobile. They’re constantly on-the-go, sending and receiving communications of all types, and they’ve come to expect that information be (literally) in-hand at all times. Consumers in the UK and around the globe are no longer sitting at their computers searching for information—instead, they expect information to be available all around them. At the same time, they expect that information to be relevant to their lives.

The hyper-connected consumer expects brands of all sizes and industries to start meeting them where they are. It also provides new...

There’s no doubt that today’s consumers are mobile. They’re constantly on-the-go, sending and receiving communications of all types, and they’ve come to expect that information be (literally) in-hand at all times. Consumers are no longer sitting at their computers searching for information—instead, they expect information to be available all around them. At the same time, they expect that information to be relevant to their lives.

It was no suprise to us that Australians are leading the world in their adoption of technology and in partiular how they connect with brands on mobile devices. The...

Once you've got your mobile program up and running, you want customers to feel engaged and have an opportunity to interact with your brand on the spot. And as your mobile efforts mature, it’s critical to provide relevant and dynamic information that keeps subscribers wanting more.

Here are some ideas to help spark real-time customer engagement in your second three months.

Increase real-time mobile interactions. Mobile isn’t just about gaining email opt-ins anymore, so it’s important to continue growing your program in other ways. Consider creating a mobile voting campaign or text-in survey to...

When you’re just starting to put your mobile strategy into action, email is probably your bread and butter for reaching customers. At this stage, using mobile to beef up your email list is a good first step—but there’s plenty more you can do to get your mobile program off the ground!

Here are some ideas to help jump-start your mobile efforts during the first few months.

Grow your email opt-in list via mobile. If gaining email opt-ins is your goal, then create plenty of opt-in opportunities via text message—like, “Text JOIN and youremail@address.com to 12345 to subscribe to our program”—or add an...

For the past three years, ExactTarget's SUBSCRIBERS, FANS & FOLLOWERS research series has taken an in-depth look at consumer preferences and behaviors as they relate to email, mobile, and social channels. In Marketers From Mars, the 20th report in that series, we turn the tables and look at ourselves: marketers.

As marketers, it’s our job to be on the cutting edge. We were most likely the first among our friends to have smartphones. We were the first to tweet, pin, like, follow, and have a business page on Facebook. We Skype, not Keek. We Google Hangout, not FaceTime. We are the early adopters...

50 years ago we only had a few media outlets: print, television, radio, and maybe one or two others. Now it seems we have a new media outlet everyday. Case in point: just the other day Twitter released Vine.

Vine, for those of you late to the party, is a 6 second video loop. Imagine Instagram for video, meets Twitter. Twitter calls it, “The best way to see and share life in motion." The 6 second lenth is the key here. Sally Hogshead states that with the increased volume of content these days, we only have 9 seconds to reach someone with our message. Putting constraints on the length of video...

STRATEGY OVERVIEW
Regardless of whether you decide to implement SMS into your cross-channel marketing mix, mobile adoption affects other elements of your campaigns—especially email. And, there’s a lot to consider when building mobile-friendly email campaigns:

• Knowing your audience. Sure, more and more people are using mobile. But are your subscribers?
• Optimizing content and design for context. It’s best to think about the environment your email is being viewed in, not the specific device being used or email client sending the message. For example, mobile users are more likely to be...

I would like to think we all agree on the ability for the mobile environment to affect marketing strategy. It is a fact of nature, the nature of change. It is a solid fact that the majority of consumers don't leave home without their mobile devices (whether a tablet, mobile phone, or smartphone). Yet mobile is still a relatively young marketing channel. How can you step up your game to gain more mobile customers and interactions?

Promote your mobile program through other channels! You’ve invested resources to improve your mobile presence—whether with a responsive website, mobile-optimized...

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!

STRATEGY OVERVIEW:
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...

There’s no doubt that today’s consumers are mobile. They’re constantly on-the-go, sending and receiving communications of all types, and they’ve come to expect that information be (literally) in-hand at all times. This week I’ll be providing tips and detailed instructions to build a mobile program that complements your cross-channel strategy and promotes consumer engagement.

These tips might seem simple, but remember – powerful mobile marketing doesn’t have to be complex!

STRATEGY OVERVIEW:
Using SMS to grow your email subscriber list allows you to gain permission from consumers at the most...

Today’s retail landscape is more challenging than ever. Data is everywhere—from Point-of-Sale (POS) to email, Twitter, and Foursquare—but it’s only useful if retailers can find a way to connect the dots and communicate with each customer as an individual.

Managing all this data and using it to create a unified, 360-degree view of each customer may seem like a daunting task. But this week I’m sharing three quick wins retailers can implement immediately to solve your most pressing interactive marketing challenges.

Challenge #3: Disconnected online and offline experiences

Quick Win #3: Capture...

At Connections this year we recognized over 30 companies as finalists for our Power of One Awards. The marketing team from Blinds.com, a leading retailer in the window blinds and shade business, was recognized as a finalist for their "Entice and Engage" campaign that generated 175% growth to their email list. Featured below is a summary of how Blinds.com went about achieving these phenomenal business results.

THE BLINDS.COM STORY

The Blinds.com team wanted to grow their email list with engaged prospects that could be reached across a number of platforms—not just email. The team knew that...

This week, I'm presenting a series of posts that reveal some of the top things consumers want from marketers—backed by solid, statistical data—plus real, actionable recommendations to help you improve your cross-channel marketing program.

Check out Part 1, Part 2, and Part 3 of this series, then read on for today's tip!

TIP #4: Consumers want to interact across multiple channels

Let’s face it—email, mobile, and media social belong together! Consumers don’t limit their interactions to one channel, and neither should your marketing.

According to our 2012 Channel Preference Survey:

• 91% of consumers...

Over the next several weeks, we will be sharing predictions on the future of marketing from 25 industry thought leaders. These predictions have been compiled in our new whitepaper, Inspired Marketing Predictions for 2013. Today, our own R.J. Talyor shares his thoughts.

Mobile ROI Takes Hold

2013 will be the year of the mobile return on investment (ROI). Marketers have already invested the resources into experimenting with mobile. In 2013, they’ll use data to prove what works, and what doesn’t.

No matter the sophistication level of a mobile program, marketers can calculate its ROI. And the good...

In case you hadn’t heard, ExactTarget launched the Orange Partner Network to our partners at Connections 2012. The Orange Partner Network includes three partner programs with which companies can participate – the HubExchange Partner Program, the Channel Partner Program (which includes our referral network), and the Services Partner Program. 

Happy Birthday to SMS! On this day 20 years ago, Neil Papworth sent the phrase “Merry Christmas” from his computer to the Orbitel 901 handset of Vodafone’s Richard Jarvis, and so began the great SMS race.

According to the Wall Street Journal, “In the developing world, where smartphone penetration is low, SMS remains a key technology, enabling mobile money transfers, the sending of alerts on weather and planting advice for farmers, and distribution of health information for consumers. Globally, SMS traffic is continuing to grow and stood at 7.4 trillion messages in 2011, up 44% from the year...

Online retailer eBags sells bags and accessories from some of the most premium and popular brands, such as JanSport, Samsonite, The North Face, and Eagle Creek. As eBags owns no brick-and-mortar stores, it relies entirely on engaging with customers through its digital channels, including email, mobile, social, and the web.

Back in July when back-to-school season was in full swing, the etailer was looking for ways to generate buzz around the eBags brand and drive sales. In an effort to engage with customers across channels, eBags partnered with Jansport to create its “Bag an iPad” campaign using...

It isn't a mystery that email list growth is important. The majority of companies are investing money in the development of campaigns and strategy that heavily rely on email. This 

 In an ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS report released earlier this year, 66% of consumers say they’ve made a purchase as a result of receiving an email. Despite the growth of mobile and social channels, email is the channel consumers choose when it comes to driving revenue and ongoing engagement with brands.

1. Make a list of your five most common customer touchpoints and audit each to ensure you’re...

The email marketing scene is more competitive than ever. So how do you cut through the clutter and make your messages stand out in the inbox? The first step is with great email design.

Strategic planning and testing are crucial components of great design. Your design should make it easy for readers to understand and act on your call-to-action, ultimately resulting in the highest conversion rate for your marketing campaigns.

Here are a few ways to maximize your subscriber response with design:

1. Design for mobile.ExactTarget research has shown that more than half of consumers (53%) use a...