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Executive Summary

There is no denying mobile’s dominance. comScore found that the average American adult spends 2 hours, 51 minutes on their smartphones every day. And eMarketer expanded that report to include tablets and found the total time spent by mobile users is 4 hours, 5 minutes per day. Mobile now accounts for 65% of total digital media consumption. While the majority of our mobile time is spent in social networks, In formate reported that the average American smartphone user goes through 32 texts and 6phone calls per day, accounting for a total of 26 minutes and 21minutes, respectively. An even closer look by eMarketer shows we spend 10% of our time interacting with email on mobile devices compared with 22% of our time texting.

The Importance of SMS Marketing

89% of consumers want to receive text messages from their favorite brands. Yet only 48% of businesses have adopted SMS as a way to reach their customers2. The most cited reason for the low adoption rate is that brands simply don’t know how to get started.

THIS GUIDE PROVIDES DETAILS YOU NEED TO KNOW WHEN CONSIDERING ADDING AN SMS PROGRAM TOYOUR MARKETING MIX, INCLUDING MOBILE ACQUISITION TACTICS, WEEKLY BROADCAST MESSAGE EXAMPLES, AND TRANSACTIONAL AND TRIGGERED MESSAGES.

When done correctly, SMS will increase engagement and revenue. And the fact that it is delivered directly to your customer’s most personal device provides new opportunities for marketers. For example, you can use SMS to re-engage subscribers who have become disengaged with email or you can reward your most loyal customers with exclusive offers. With Listrak’s SMS platform, you will be able to segment specific target audiences to create highly personalized messages while coordinating SMS with your email, paid social and other channels. Best of all, because you are sending to a targeted list, your carrier CPM rates will be much lower. You’ll spend less but will drive even more revenue.

IT TAKES SHOPPERS 90 MINUTES TO OPEN AN EMAIL BUT ONLY 90SECONDS TO OPEN A TEXT MESSAGE– AND SHOPPERS DON’T HAVE TO BE ONLINE TO READ YOUR MESSAGES.

Methodology

We monitored the SMS marketing programs of over 100 brands for eight months. The messages in this guide are the real messages we received.Please note that regulations may have changed or may not have been followed. Be sure to follow all regulations when sending SMS messages for consent, carrier approval, rules, and legal language required in messages to avoid fines or cancellation.

Mobile’s Influence in the Cross-Channel Path to Purchase

REACH CUSTOMERS IN THEIR FAVORITE CHANNEL AND ON THEIR PREFERRED DEVICE

Mobile’s Influence on your Marketing KPIs

ADDING A NEW TOUCHPOINT GREATLY IMPACTS REVENUE AS WELL AS MANY OTHER KEY PERFORMANCE INDICATORS

TEXT-TO-JOIN ACQUISITION& SMS KEYWORD CAMPAIGNS

In-store Signage

Engage customers as they’re shopping

In-store Signage

Instant SMS coupon delivery streamlines checkout process while still acquiring both email and mobile number.

Sweepstakes / Text-To-Win

Acquire both email addresses and mobile numbers through compelling contests, in-store or online.

In-Store Signage / Receipt

Keep the conversation going after the sale by promoting your SMS campaigns on your receipts.

Listrak unifies customer data across multiple channels, providing a 360˚ profile and ensuring all data points can be used to personalize future cross-channel campaigns.

Direct Mail

Never miss an opportunity to engage customers via email and SMS.

Acquire Mobile Numbers Across Your Website

PROMOTE SMS IN POP-UP, HEADER, FOOTER, ACCOUNT CREATION PAGE AND CHECKOUT PAGE TO MAXIMIZE EXPOSURE.

Instead of collecting mobile numbers, promote your keyword and short code and let the subscribers initiate the conversation.This will save resources as there is potentially no API involved and it takes away the double opt-in if done correctly.

Acquire Mobile Numbers Across Your Website

Be sure to follow all regulations regarding legal requirements to remain compliant.

Email Welcome Series

TAKE ADVANTAGE OF THE HIGH ENGAGEMENT RATE AND PROMOTE YOUR SMS CAMPAIGNS INYOUR WELCOME MESSAGES.

Email Campaigns

CONTINUE TO PROMOTE YOUR SMS PROGRAMS IN ALL EMAIL CAMPAIGNS.

Email Campaigns

DON’T JUST DUPLICATE MESSAGES IN EMAIL AND SMS. USE SMS TO ADD URGENCY AND EXCLUSIVITY TO MESSAGE.

SMS should enhance email messages, not duplicate it. If running a sale, promote your sale daily in email messages but use SMS to offer mobile subscribers early access and to send a reminder a few hours before the sale ends.

A Complementary Email & SMS Campaign

UTILIZE BOTH EMAIL AND SMS MESSAGING TO TARGET CUSTOMERS WITH TIMELY AND RELEVANT MESSAGES.

BROADCAST SMS MESSAGES

New Arrivals

Share your most important merchandise or product related news via SMS.

Flash Sales

Use broadcast SMS sparingly - save it for your time-sensitive offers to create urgency.

Brand-Specific Alerts

Deliver your most important messages directly to your customer’s most personal device every week.

Follow all guide lines for legal requirements in messages, including capitalizing specific keywords. And, remember, these requirements count towards your 160 character limit.

Important Corporate Alerts

Promote apps, contests, social networks - all of your important news can be delivered via SMS!

Weekly Alerts

Keep engagement going through weekly SMS notifications.

Seasonal Updates

Boost engagement and drive sales during peak shopping seasons.

Holiday Alerts

Boost engagement and drive sales during peak days of the year.

Black Friday/Cyber Monday

Boost engagement and drive sales during the busiest shopping days of the year.

Loyalty

Personalize messages to specific customer segments for even greater engagement.

Other Great Ideas!

You should send at least 3-4 SMS messages per month. Here are some additional campaign ideas to keep customers engaged.

TRANSACTIONAL & TRIGGERED SMS MESSAGES

Welcome SMS

Seize the opportunity to collect additional subscriber data!

Order Updates

Transactional messages related directly to customer purchases.

Event-Triggered Messages

Birthday Wishes, Appointment Reminders, Account Updates – Trigger all kinds of personal messages with Listrak’s SMS platform.

HOW LISTRAK CAN HELP YOU GET STARTED

Getting Started

There is a lot to know before you implement an SMS marketing program. SMS is highly regulated and each carrier can have its own rules. If you don’t remain compliant, you will be fined and your program may be shut down. To make it even more challenging, the regulations are constantly changing so it can be difficult to remain current. Visit the CTIA – The WirelessAssociation, or CWTA if you’re in Canada, for more details.

Carriers not only have their own rules, but they also have their own CPM fees and approval processes and timelines. You need a good understanding of how the carriers work in order to avoid unexpectedly high costs and/or delays.

LISTRAK CAN HELP. WE PROVIDE THE NECESSARY DOCUMENTS AND COMPLIANCE GUIDANCE REQUIRED TO ACHIEVE CARRIER APPROVAL AND CAMPAIGN SET-UP.

We also provide a dedicated short code for an elevated level of security, control and customer experience. We can even help write your SMS copy to ensure compliance within the 160character limit in the U.S. and 140 character limit in Canada while promoting the right brand, message and CTA.

Solution Highlights

Broadcast & Triggered SMS

We also provide a dedicated short code for an elevated level of security, control and customer experience. We can even help write your SMS copy to ensure compliance within the 160 character limit in the U.S. and 140 character limit in Canada while promoting the right brand, message and CTA.

Compose, preview and schedule SMS campaigns right in Listrak’s application – no need to login or manage 3rd party software

- Create targeted campaigns – filter by keyword, purchase behavior, or profile field, such as postal code or birthday.

- Time zone optimization based on area code.

- Flexible event-triggered API.

- Shorten and track URLs.

- Dedicated short codes.

- Dynamic coupon pools.

- Real-Time engagement and revenue reporting and analytics.

Tracking & Compliance

Listrak gives you the tools you need to run successful SMS campaigns.

- SMS reporting includes short code level subscriptions, message volume, broadcast campaign metrics, and keyword opt-in metrics

- Revenue attribution and reporting

- Additional contact management is available

- Google Analytics campaign reporting is quick and easy

- Dynamic coupon pools

- Our experts will help you navigate through the compliance and carrier approval process during implementation and beyond

Implementation Timeline

Typically 17-18 Weeks to Completion

Text LOOKBOOK to 50202

TO RECEIVE LISTRAK ALERTS

FUELED BY AI, MACHINE LEARNING AND PREDICTIVE ANALYTICS, LISTRAK HELPS UNLOCK THE POWER OF CUSTOMER DATA TO CREATE PERSONALIZED, 1:1 INTERACTIONS.

METHODOLOGY

We monitored the SMS marketing programs of over 100 brands for eight months. The messages in this guide are the real messages we received.Please note that regulations may have changed or may not have been followed. Be sure to follow all regulations when sending SMS messages for consent, carrier approval, rules, and legal language required in messages to avoid fines or cancellation.