Revealed: The One Thing That’s Stuffing Your SMS Marketing
When it comes to SMS marketing, the biggest mistake marketers make is thinking in isolation. In this article, Wasif Kasim, sales and marketing manager – Salmat’s MessageNet reveals the one thing you need to know about SMS marketing if you are ever to reach its full potential in building customer engagement with your brand.
Marketers know how to write the optimum SMS message. They know how to measure the results of an SMS campaign. And they’ve no doubt heard that a massive 98 per cent of text messages are read by recipients. But there’s still something missing from their campaign. The one thing with the power to transform it from a simple SMS campaign into an almighty lead generating, customer engagement, loyalty building machine.
The answer is impressively simple: integrate your SMS campaign into your other marketing channels.
Rather than using SMS as an isolated tool, marketing efforts will be amplified if SMS marketing is built into as many inbound campaign channels as possible. Print, social, email, outdoor, in-store, letterbox; whatever the channel, SMS delivers a simple and cost-effective yet explosive way to build a subscriber database and get closer to customers.
As an added coup, by integrating SMS into other channels, marketers can drop opt-out rates to an all time low. According to research, the average opt out rate is around 3.7 per cent for every thousand text messages sent. Where does yours sit?
Fortunately, integrating SMS into the rest of a marketing strategy is easier than you think. To get you started, here are five examples of how SMS creates the perfect match:
SMS + email
Leverage email marketing campaigns to give subscribers a reason to join your SMS list and engage with a brand in new ways. Take this Best Buy campaign in the US. In the lead up to the busiest sales period known to man, Best Buy emailed its customers encouraging them to text HOLIDAY to get the latest Black Friday, Cyber Week and holiday deals. Not only did this ramp up their database just before the big seasonal push, but the timely message gave customers a powerful reason to interact with the brand through another channel.
SMS + outdoor
Integrate SMS with an outdoor campaign and target customers in precisely the right spot. The trick here is simple and seamless execution, as Spotify Australia’s recent “text to listen” outdoor campaign demonstrated. This campaign not only won the OMA Creative Collection award for best creative execution, it remains a legendary example of how SMS marketing can work on every level. Eye-catching posters invited city commuters to text a number to receive instant access, on their smartphone, to chart-topping music. The results were staggering – read all about how Spotify got it right.
SMS + Facebook
If a Facebook page is thriving, use the fan base to grow an SMS subscriber base. Pizza Hut did exactly that when it posted a picture to its Facebook timeline, inviting more than 10 millions fans to text HUT to get free cheese sticks with their next order. Combining SMS with a free offer is one thing, but adding Facebook to the mix is pure genius.
Just as with Spotify’s outdoor campaign above, the process was seamless. Once fans texted the number, they were asked for their postcode and sent a link to the online order form – optimised for mobile, of course. This made it easy for Facebook fans to experience the instant benefits of SMS subscription, meaning they are more likely to remain opted-in.
SMS + shop-front
Include SMS in shop front banners so it is the first thing people see when they enter a store. Generating SMS subscribers is as easy as tying in the call-to-action with a great discount, like this one by Bed Bath and Beyond. Lead with the discount and you are not only giving them a great reason to subscribe for more SMS offers, you also encourage a purchase right there and then.
SMS + restaurant table talkers
Drive SMS subscribes and repeat visits by adding SMS promo to your table talkers. Restaurant diners are a captive audience – especially because people always have their mobile phones out while waiting for their food. Tempt them with a tasty offer (free dessert, 2 for 1 drinks, 10 per cent off) and make it simple, so customers can text quickly while their date is in the bathroom.
SMS + letterbox
Generating new leads for business can be as simple as adding an SMS campaign to your letterbox flyer. Salmat created this campaign for Stroke Foundation, which combined SMS and letterbox like a dream. Because this combination uses the lowest cost channels to market, it is an extremely cost effective and targeted way to reach consumers. An added option is to encourage people to text in their email address, meaning you acquire emails and mobile subscribers at the same time. Two birds, one stone.
Put it all together
To get maximum subscriptions for your SMS database, marketers should be putting campaigns on every channel they can – a social media networks, a website, email signature, email campaigns, direct mail, table talkers, point of sale, outdoor campaign and so on. It might be tempting to limit SMS marketing to digital channels but this is only limiting the number of eyes who see it. Wherever a customers’ eyes are, that’s where an SMS campaign needs to be.
Be inspired by Taco Bell, who launched an SMS messaging campaign across radio, television and print. Customers were invited to text TBIC to receive a free Frutista Freeze with any food purchase. To manage the promotion and encourage immediate action from customers, Taco Bell used expiry dates in the text message offer. As a result, the brand reaped over 13,000 SMS subscribers within just five weeks, with 93 per cent of those still subscribed at the end of the campaign.
If that’s not reason enough to integrate SMS across all marketing channels, we don’t know what is.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.