16 Tips for Driving Sales, Engagement and Loyalty with SMS/MMS messaging

Last week Mogreet, Charlotte Russe and the Mobile Marketing Association held a webinar to discuss the return on investment (ROI) of text message marketing.

Below are several highlighted points from that event.  If you have any questions on how high the ROI can be, or how to maximize a SMS/MMS marketing program, we strongly recommend you listen to the webinar replay.

If you don’t have time to listen but want a high level overview of how Charlotte Russe activates the hundreds of thousands of customers in their text message database, the slides are embedded at the end of this post.

Now on with the 16 webinar highlights!

  1. Text message marketing speaks to consumers at all parts of the purchase funnel.  It can raise awareness, drive consideration, encourage purchase, fuel advocacy (especially if you include social sharing links!) and of course build loyalty.
  2. Did you know?  SMS/MMS builds relationships but it also drives immediate response
  3. Building a database is the marketer’s first challenge.  Promote it as much as you can!  Websites, email signatures, and in store signage
  4. In store signage + compelling offer of value to your consumer, drives MMS/SMS database opt-ins and fights showrooming
  5. The difference between SMS and MMS?  MMS messages include fully branded multimedia
  6. Why SMS/MMS?  Customers are mobile-centric, no education is required, 98% of today’s phones can receive texts and texts are usually opened within 3 minutes of receiving them
  7. When looking at mobile budget allocation, Charlotte Russe notes it is not expensive to use SMS/MMS especially considering the successful ROI
  8. Did you know? Coca-Cola allocates 70% of their mobile marketing budget to SMS/MMS marketing
  9. Charlotte Russe chose SMS/MMS because it was the number one tool used by their customers
  10. Charlotte Russe uses a mix of SMS and MMS. They see an average of 3x the redemption rate with MMS vs SMS
  11. When comparing text marketing and QR codes, Charlotte Russe saw a 10x increase in opt-ins to their SMS/MMS program over QR code scans.
  12. You don’t need Wi-Fi to view rich content from MMS messages; MMS supports video, audio and more.  There are no extra fees for the customer to receive MMS
  13. If you make sure that every message you send is valuable to your customer, you will see a much lower opt-out rate of your database
  14. Consider creating unique content, don’t rely on repurpose existing content or offers that consumer can find elsewhere
  15. MMS/SMS has 10% the click thru rate compared to apps (3.6%)
  16. What not to do with SMS/MMS? Don’t spam, don’t be irrelevant, be clear about frequency and timing and don’t forget legal information

One last note, before you start your SMS/MMS program please make sure your mobile vendor can process mobile video (ask for a live demo, don’t just look at something already on their phones!), and that they adhere to the text message rules created by MMA and CTIA.  If they do not, you could be in legal water for spam messaging!

View the slideshow below or download the webinar slideshow for even more tips, tricks, suggestions and examples of how you can drive sales, engagement and ROI with text message marketing.

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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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