E-mail, text and social media marketing represent some of the most efficient and cost-effective means of advertising today. The influx of internet-ready portable devices has expanded the internet and increased the possibilities for advertisers. However, privacy concerns have prompted authorities to implement laws and regulations limiting the use of e-mail addresses and phone numbers. Unwarranted e-mails are marked as spam by servers and may impact negatively on business. So, given the power of the internet and the stringent marketing rules governing it, how does a business leverage this power to create legitimate e-mail lists and drive customers and profits its way? SMS marketing may have the solution.
SMS campaigns represent a simple yet powerful marketing campaign for any business. Over 86% of consumers send a text message every week, with 30% of the 320 million wireless service subscribers having interacted with a brand via SMS. Since sending an e-mail requires that the sender must have permission to send the e-mail to the recipient beforehand, SMS campaigns represent the best way in which to obtain this consent. Unlike e-mail marketing where someone can send e-mail to anyone and risk being marked as spam, sending an SMS requires the receiver to first opt-in or accept texts. This reduces the instances of messages being marked as spam and having the desired marketing effect.
One way that SMS campaigns can be leveraged to build an e-mail list is by incorporating a promotion into the SMS campaign. Initially the subscriber is asked to text in a specific keyword in order to receive a discount or a promotional code. Once they reply, this will represent their decision to opt-in for any future texts from your company and that you are free to continue with the advertising message. You may then send a message asking them to reply with their e-mail address to receive their promotional code or any other promotional material as appropriate. When properly implemented and managed, such an SMS campaign can result in valuable e-mail capture and help you build a legitimate e-mail list.
Another way to encourage opt-ins is by implementing mobile text-to-win or mobile sweepstakes. The basic idea behind these types of campaigns is that people generally love free giveaways and gifts depending on how legitimate the offer appears. For a business that attracts referrals, the text-to-win strategy works extremely well especially because of the ease of texting and the high number of text-savvy individuals. A basic text-to-win campaign would begin by creating the call to action to promote your campaign – simply asking participants to text in a KEYWORD to a SHORT CODE. a text with a keyword that represents your industry and business niche with a prompt to reply to win. Once the user replies, a follow-up text is sent prompting the user to reply with relevant details, such as their email address. Once you receive a reply with this information, you can then proceed to carry the draw and pick out the winner. Other methods that can be used to get emails for your email database include text-to-vote and text-4-info which provide good platforms to engage subscribers.
It is important to remember to send an email as soon after receiving feedback from the subscriber to maintain engagement. Maintaining a clean e-mail database is almost as crucial as hunting for one. Therefore, it is important to remember to send regular emails and promotions to keep subscribers engaged and to ensure good ROI for your business.