Proof SMS Messaging Gets Results: Giveaways and Contests
Sometimes referred to as “Text to Win” campaigns, SMS giveaways are much like their counterparts you’ve used or seen on email or social media. They help raise awareness, grow opt-ins, increase traffic, even start the ever elusive “buzz” about your products or company. It’s arguable that SMS versions, however, have some advantages over other channels when your target audience is mostly on mobile devices.
The real question is though, how do these types of campaigns fare? Do they get results? I’ve rounded up some examples from around the web to show how well they can do.
Gathering Opt-Ins
While SMS contests and giveaways can have many objectives (some I mentioned in the introduction), getting opt-ins for your mobile marketing campaigns is one of the most common. The good news is it can be used for that purpose, but don’t expect everyone to stay on your list.
Here are some sample numbers for companies that used a double opt-in format in their giveaways. That means the customer would text a message to enter the giveaway, then they would receive a reply asking them to agree to future marketing messages (note, many of these are from the US and Canada where double opt-ins are common and often required. This isn’t necessarily the case in the UK). Here are the percentages of giveaway entrants that also opted in to their SMS marketing:
- 30% for a cinema company
- 57% for a fast food company
- 46% for a candy company
- 18% for a car company
- 60% for a resort
- 44% for a wellness centre
In a non-retail example, a Canadian university grew their opt-in list using a giveaway. Over the course of the short campaign they got 700 opt-ins. Around 300 of those occurred in one day during an educational fair. The students who opted in received information about visiting and attending the university. There was no information saying how many of that 700 ended up attending, but they were quite happy with the opt-in number. I can only assume it led to more students going to their school.
Those are pretty good numbers for growing a list through a giveaway. It may not be the best option for everyone if growing a list is the only objective. But there are additional benefits to running these types of campaigns that are harder to measure, like brand awareness.
Different Types of Campaigns
Simple giveaways and contests are fairly common. But I found an example where companies used an SMS giveaway to keep people coming back to their content.
Here’s how it worked. The brand had a daily TV show. Each day at a certain time they would flash a keyword on the screen. People could then text that keyword to a shortcode for a chance to win a sizeable prize.
Because they used a different keyword every day, people had to come back and watch their show. This obviously increased their viewership and they received around 300,000 entries.
I’ve seen this type of contest using the web before. You find the special word on a TV show, radio ad, or on the web, then type it into a special form on a website to be entered for the draw. But implementing it via SMS seems so much easier! It’s a great idea for any business that wants to keep people coming back on a regular basis. The giveaway can’t go on forever of course, but by the end of it some people will probably stick around, and depending on your business, you could see other benefits during the contest (like a bump in sales perhaps).
SMS Advantages
Contests and giveaways are common marketing methods that utilise many different channels. SMS messaging has one advantage though: it’s hard to fool. Because each entry must come from a mobile number, you know exactly where each one originated. The process is much more resilient in the face of malicious fake entries that often occur in other channels. For example, it’s common to have automated bots that repeatedly fill out web forms.
Now you know that SMS is a great channel for your contests and giveaways. There are many benefits beyond opt-ins, repeat business, and security that I mentioned here. If you want to see more about how SMS messaging is great for business, come back for the next blog for some results on how it can improve sales.
Related Articles
How to send the perfect SMS marketing message
Why SMS is the Biggest Missed Opportunity for Marketing to Millennials
With the continued rise of different and more diverse technologies in the social and mobile web, it would be easy to dismiss the potential benefits of SMS marketing - and that’s exactly the reason you shouldn’t. An SMS is the unexpected visit of a familiar friend, and there’s one demographic that embraces an old trusted ally in this new, noisy digital world more than anyone else: the millennials.
9 Reasons to use SMS Marketing in 2018 [Infographic]
6 Top Tips for Successful SMS Marketing
SMS marketing has come a long way since its introduction to mainstream marketing back in the early 2000’s. As well as dramatic changes in technology, there have also been sweeping changes to the laws governing this powerful and popular form of marketing. With its low cost, high ROI and tremendous versatility, it can now benefit almost every sector. But all this aside, the fundamental rules for successful campaigns remain largely unchanged. So just what are the big do’s and dont’s of SMS marketing? Read this article for six top tips from our team that will help you unlock the key to SMS success
SMS vs. Instant Message App Marketing
It seems there's a new messaging app popping up every month. It's hard to keep track of them all, but it's also hard to ignore them if you're looking to use mobile marketing. When you've got limited marketing resources, should you spend them advertising on the latest IM app, or go with SMS marketing?
How to Avoid Failing at SMS Marketing
For many businesses it's often a knee-jerk reaction to create an app, or to run mobile ads, or to start an SMS list. But without really understanding what it’s all about, you can waste a lot of time and money before realising what you actually need to do.
How Social Media and SMS Messaging Work Together
Social media platforms pop up so frequently it's hard to keep track. And if you're doing any mobile marketing, it can really create some confusion about what to do and which platform to do it on. This blog isn't about choosing a social platform, but it does address how focusing on social and SMS marketing together - but differently – can lead to greater success in your mobile marketing.
Build Brand Loyalty with SMS Messaging
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.
3 Reasons Why SMS is The Key to Your Mobile Marketing
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.
Always Follow Through on Your SMS Marketing Promises
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...