Why would COACH, or any brand, use SMS to drive an Email list?

I read an article in Mobile Marketer today that outlined how luxury brand Coach is using an SMS campaign to opt users into their email database. This feels illogical to me. The customer is two steps away from receiving the valuable content they desire. First, send a text. Then, you’ll get a confirmation text. And finally, an email will appear in your spam-filled email box which you’ll promptly unsubscribe from because all you really wanted was to enter their sweepstake for a $500 gift card.

This feels similar to the QR code conundrum. First, see the code and figure out which scanning app you need to download (if you have the right kind of phone to do this in the first place). Then scan the code and wait for a response to be sent to your mobile device.

Brand marketers should simplify and use MMS. Imagine this scenario: First, send a text. Then, receive a video of Gwyneth Paltrow walking down the red carpet carrying this Summer’s hot new must-have Coach bag for which you are now eligble to WIN because you sent the word COACH to their short code.

Clean and elegant…just like Coach handbags. 🙂 tz


About Mogreet
With all of the clutter and confusion about mobile marketing and MMS message marketing on the internet, this blog is to help you with news and tips in mobile marketing. About Mogreet We help brands & agencies communicate via mobile messaging - in vibrant video, images, & audio MMS. Text MMS to 21534 for a live MMS demo. Msg&Data rates may apply.

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