Using SMSMobile Communication: Section 1

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

SMS Uses

Mass Messaging

Alerts and Notifications

Event Interactions

In-store Promotions and Mobile Couponing

Mobile Marketing Opt-ins

Keyword actions

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

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 and Timeline: Who is the campaign for? When is the best time to make them aware of the offer?

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 Sides All day TODAY 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

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.

Identify Yourself – 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

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

Section 1 Complete!

Next Section: Push Notifications