SMS Marketing – 4 of the UK’s Best Ever Campaigns
SMS marketing is known to reach customers and generate results, but what are the secrets to a successful campaign that will deliver ROI? In this article, we look at some of the UK’s most successful ever SMS marketing campaigns of recent years and have a look under the surface to see just why they were such a success.
1. Orange Wednesdays
Orange Wednesdays was possibly the UK’s single best-known SMS Marketing campaign of all time. Even people who had never had anything to do with the network were familiar with the famous two-for-one Orange Wednesdays cinema promotion. The beauty of the campaign lay in its remarkable simplicity from a customer perspective – “text film to 241” to receive a voucher for two cinema tickets for the price of one at a cinema of your choice.
Over a period of ten years, it is believed that an incredible 23.5 million free tickets had been issued, responsible for an additional three million cinema trips a year. Not only did the campaign offer serious value to the customer, it also supported an industry that was facing greater challenges than ever before as a result of new technologies and their effect on audience behaviours. The simple use of a keyword and shortcode made it possible for customers to participate in just seconds.
So what was the ROI for Orange as a company? Quite simply, it was a great selling factor to attract and retain customers to the network.
After coming to an end in 2015, the Orange Wednesdays campaign was replaced by Meerkat Movies, sponsored by Compare the Market.
2. Aer Lingus
A few years ago, the flag carrier airline of Ireland and the second-largest airline in Ireland, found itself facing a challenge – how to promptly inform customers of last minute delays, cancellations and other issues affecting their journeys.
For many years, the company had relied solely on email. The problem was, a majority of passengers did not check their email once they had begun their journey to reach a flight. The result was a customer services nightmare as passengers often only became aware of problems when they arrived to check in, at which point the relationship was immediately damaged. The company chose to make the switch to SMS – and saw immediate improvements.
After the initial success of the switch to SMS communications, the company began texting travellers with more general information such as when they should arrive at the airport.
The end result benefited the company in many ways – firstly, customer satisfaction was significantly increased. The number of late check-ins was also greatly reduced, and ‘real-time’ communications meant that the company could reduce their outgoings from providing accommodation and other services to passengers in the event of delays or disruption.
The Aer Lingus campaign is a great example of the benefits of using SMS messaging as a customer relations tool and achieving considerable ROI as a result.
3. Paddy Power
In 2010, the Irish betting giant Paddy Power felt it could do more to increase its growth. It was decided that increasing engagement and revenues was essential to the company’s long-term growth strategy. One channel that was identified as offering great ROI opportunities was SMS marketing.
The company launched a campaign offering customers free bets via SMS. Almost immediately, the company saw response rates in the region of 15%.
As a result of the free bets by SMS campaign, the company has seen a steady increase in year-on-year growth of around 30% and a 300% growth in customers placing mobile bets. In fact, 31% of the company’s online customers now place their bets by mobile.
The amazing ROI achieved by the Paddy Power campaign is all down to how easy it made the experience for customers and is a great example of a company observing the market and responding to changing customer behaviours.
4. Pizza Hut
It would be impossible to conclude this article without looking at the example of Pizza Hut UK. In 2013, the popular pizza outlet ran an advanced SMS marketing campaign using a technique known as geofencing.
If you’ve never heard of geofencing, it is a location specific method of communication that uses GPS technology to create a virtual geographical boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.
For Pizza Hut, this meant that when customers were within a half-mile of any Pizza Hut location, they would receive an SMS promotion on their mobile phone. Marketing doesn’t get much better than that!
The Pizza Hut campaign ran for 15 months and proved to be 4.4 times more effective than TV advertisements, 2.6 times more effective than online adverts and, overall, 142% more efficient in increasing incremental sales than other channels.
The final word
Whether it’s increased sales, increased engagement, improved customer relations or any other measurable that is at the heart of your current or future marketing strategy, SMS marketing continues to offer incredible opportunities at low prices. If you haven’t already started using SMS Marketing, there is no better time than now to start.
Fastsms is the UK’s leading business SMS platform, offering bulk messaging packages at some of the most competitive prices available. We offer our customers maximum flexibility, with message sending via email clients, our cloud-based app or even via our API integration that is supported by most popular CMS systems.
To speak to a member of our team now and learn how we can help you to succeed in SMS Marketing, call us on 0800 954 5305.
One of the greatest advantages of SMS marketing is how fast it is. You might be thinking I'm talking about the almost instantaneous delivery rates, or how quick it is to write a message and send it to your entire list - but this time we're talking about how fast you can get results.
In Hotel Impossible, Anthony Melchiorri saves struggling hotels. It turns out some of the advice he gives them could make you a lot more money. It’s all about marketing and knowing where to get the best ROI. Read the blog to see if you’re spending in the right places.
The first thing to remember is that legally, you must give the customer the chance to both opt-in and opt-out of your SMS campaign - but the good news is people are happy to opt-in - 49% of them according to a 2014 survey. So all you need to do is stay compliant and follow some basic guidelines to grow your list.
Businesses with limited staff or budgets might ask themselves whether they should use email or SMS marketing. Both are relatively low cost. Both offer the ability to reach many people at the same time, yet provide personal interaction. Both have a long history of being used for marketing.
You’ve decided to try out SMS marketing. But you’re stuck on that first step of choosing the offer for your initial opt in campaign. Don’t worry, if you know the story of Goldilocks then you’ll understand just what to do after reading this blog.
With its out-of-the-box functionality, powerful designs and endless opportunities for customisation, it is no surprise that Shopify has become one of the most popular platforms for online stores. However, the key to success for any online store is getting customers to visit your website - and SMS Marketing is a simple and highly effective way to do this. Read on to learn how you can take advantage of SMS Marketing to help build your Shopify business and increase your profits.
The other day I received a text message promising me ten days of deals. All I had to do was reply “DEALS” to the shortcode each day and they would send me a coupon for their service. This was great I thought, because my kids had been asking about the company for a while. A deal was just what I needed to get me to let my kids have their way...
In a world where your competition can be found in just a few seconds, instilling brand loyalty in customers is a greater challenge than ever. One way to proactively reach out to customers is via SMS. The personal nature of SMS messages, combined with high read rates, gives you the opportunity to develop relationships with each customer.
The year of mobile marketing is finally here. You’ve heard it before, but it’s clear it has finally arrived. In fact, it may have arrived last year so if you haven’t joined yet you might be late to the party. Don’t worry, there’s still time. Here are 3 reasons SMS needs to be an integral part of your mobile strategy going forward.