One Great SMS Marketing Opt In Campaign Example
In my last blog I shared how getting my movie tickets delivered to me via SMS made going to the cinema with my family easier than it’s ever been. But something else happened when I got those tickets delivered via text message. I signed up to the company’s SMS marketing list too.
I wanted to share the process with you because it was so easy, so seamless for me as a consumer, that it makes a great example for others to follow.
It all started off by offering me the chance to get my tickets via SMS. Once I clicked that option, the “fine print” showed up just above the submit button. I unfortunately didn’t take a screenshot, but it basically said that by selecting SMS delivery I was agreeing to receive electronic communications. Though it made me pause to read it, it was worded in such a way that it wasn’t scary. It was the same type of notice you get when you enter your email address when you make an order online.
It was only a second or two before I received my tickets via text message. But about five minutes later I got another text from the company. This one was sent via a different shortcode than the tickets, but started clearly with the company’s name all in caps. I knew exactly who the text was from before I even opened it to read it (I saw it on my notifications).
Once I did read it, I found they had sent me a note letting me know I was “almost” signed up for text alerts. In order to completely sign up I needed to reply with a simple “Y”. They also let me know I’d receive a maximum of 5 messages per month and told me to reply “HELP” if I had questions.
In hindsight, I’m curious what would have happened if I replied “HELP”. My guess is it would have provided a phone number I could call for assistance, or perhaps offer to have someone call me. Either way would provide great customer service.
Instead I replied with the requested “Y” and received another messages confirming I was now signed up. The second message reminded me again what I signed up for (special offers) and they repeated their promise not to send more than 5 per month. Then at the end, the message said to reply “STOP” to cancel my subscription.
From beginning to end the process was clear, simple, and instilled confidence. Here’s a summary of what they did to achieve that result:
- Asked for a double opt-in
- Clearly identified themselves
- Made the reply needed to sign up as short as possible: Y
- Offered other options if someone needed help (reply “HELP”)
- Sent a confirmation message letting me know I was successful and reminding me of the details
- Provided a simple way to opt out
One other thing they did, that isn’t necessary but I think helps them manage their marketing better is the use of two different shortcodes. One for sending the tickets, and another for their marketing. It wouldn’t have made any difference to me if they used the same number, as long as the messages identified the company clearly (which they both did). But when they manage their lists for marketing, it could become confusing if someone opted to get tickets sent via text message, but then opted out of the marketing list.
If that person returned later on to get tickets via SMS again, they might not receive them because they would be blacklisted against that shortcode (because they hadn’t confirmed, or maybe even opted out of the marketing list).
So if you’re putting something like this process into place, think carefully about how you use the lists and how customers might use the SMS services you offer. Multiple shortcodes may be a bit out of reach for many companies, but you could use a combination of a shortcode and virtual mobile numbers to do the same thing. Just be sure the processes work the way you intend them. You don’t want to make it too hard for your customers to buy from you, and you don’t want to send messages to those who have opted out.
So there you have it. One great example of an opt in campaign.
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Most car dealerships and garages already have almost everything in place to start an effective SMS marketing campaign. When customers go into a car garage to have a service or a MOT done, they almost always give the dealership their mobile phone number. The reason for this is simple: if a customer is bringing their car in to get checked and they don't want to wait around for any work to be carried out, they'll simply head into town or run a few errands, until the garage gives them a call on their mobile to let them know the work has been done. That means most garages will have a healthy amount of mobile numbers already in their database, but quite often a garage will overlook the potential that their database of contacts presents.
Mobile marketing offers an unprecedented access to your customers virtually any time, anywhere. This is particularly true for SMS marketing because it is “always on”. Customers don’t have to be surfing the web, or using an app to receive messages. Instead, they see the marketing messages right alongside ones from their friends and family.
No matter what the task is, any campaign can be boosted by SMS marketing. It's great for businesses and charities but could be especially utilised for the creative industry. From the largest scale (mainstream TV shows, Hollywood blockbusters) to low budget independents, there is an SMS campaign to fit all needs and perform a vital profile-boosting function.
In a previous blog post I shared how getting my movie tickets delivered to me via SMS made going to the cinema with my family easier than it’s ever been. I signed up to the company’s SMS marketing list too and I want to share the process with you because it was so easy, so seamless for me as a consumer, that it makes a great example for others to follow.
Whether it's a cinema, theatre or concert hall, your entertainment venue is missing a trick if it's not utilising SMS marketing to get those bums on seats. We take an in-depth look at how all kinds of entertainment venues can really make the most of SMS marketing.
As old as SMS messaging is (going on 25), is it surprising to know that for non-profits and political campaigns it’s just now catching on? It might be, but if you think about it maybe it isn’t surprising. Until the last few years, people have been very reticent to hand out their personal mobile number. Now though, they’re more willing – if they care about the source of the messages.
My family doesn’t go to the cinema often, but when we do, I dread the ticket line. So I almost always purchase my tickets online if we plan to go during a busy time, or for a newly released movie. Paying for the tickets is always easy, but getting them at the cinema can be problematic. Enter SMS.