Monthly Archives: February 2015

SMS Best Practices: Ongoing Mobile Promotions

by Dan Slavin

ongoing mobile promotionsOngoing Mobile Promotions to Keep Consumers Engaged

Written by: Dan Slavin

Once a retailer has started to sign-up consumers to their SMS marketing list, it’s important to keep those consumers engaged with meaningful content. Content may include important announcements, invitations to events, or promotions and offers, to name a few. Following are some ongoing mobile promotion best practices CodeBroker retailer customers use to connect with consumers to drive engagement and incremental revenue.

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SMS Best Practices: Building Mobile Marketing Lists

by Dan Slavin

mobile marketing listMobile Marketing Lists: Building Successful Lists Quickly

Written by: Dan Slavin

CodeBroker’s retailer customers have found that their most engaged customers are those that belong to their SMS marketing programs. Using SMS best practices as outlined in this document, these retailers have been able to quickly and efficiently build their mobile marketing lists to drive significant incremental revenue. Our customers realize sign-up rates north of 10,000 new members per day – and some of our customers have signed up more than 25,000 subscribers per day for an extended period of time.

The following Best Practices assume that you already have a shortcode and are working with an SMS provider such as CodeBroker. If you are not sure of how to start engaging with consumers using SMS, please click Short Codes: Working With a Service Provider.

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7 Strategies for Improving Mobile Coupon Redemption Rates

by Victor Flueras

couponsAs smartphone use continues to soar, the landscape for promotions and offers is shifting. Despite the push to digitize coupons and phase out printed materials, mobile coupon redemption rates remain surprisingly low. According to a 2015 report by CodeBroker, a shopper-marketing platform, redemption rates for coupons delivered via email sit at just 2.7%.

Rather than returning to printed coupons or direct mailers, marketers are getting savvier in the way they distribute mobile coupons to increase redemption rates and optimize the ROI of their campaigns. Here are seven strategies that marketers should consider.

1. Offer channel-specific promotions. “Deliver different content to consumers who sign-up to a retailer’s SMS or email marketing lists. This practice creates a sense of exclusivity for each of the channels the retailer uses to deliver offers. Engaged customers tend to sign-up for multiple marketing channels because they know they’ll receive different coupons. This drives both engagement and redemptions.” (Sue LeClaire, CodeBroker)

2. Get the timing right. “Unlike traditional mail and even email, SMS coupon advertisers can choose exactly when they want people to receive their coupons. Take advantage of this by sending when the offer is most appealing, and by tailoring the language to the situation. For example, at 5pm on a weekday, a marketer could send a promotion that says: “Too tired to cook? Pick up a large 2 topping pizza for $9.99 ($5 off!) on the way home tonight! Call 310-555-1212 to order, and mention this txt.” (Dan Kamins, TextMarks)

3. Keep ‘em coming. “The retailer should have a content plan ensuring that mobile coupons are delivered to consumers on a regular basis. Our retail customers experience fairly consistent redemption rates when they establish an offer delivery cadence. Redemption rates for retailers that deliver the occasional mobile coupon vary greatly from promotion to promotion.” (Sue LeClaire, CodeBroker)

4. Include an element of surprise. “The merchants we work with at Pirq are able to leverage a feature of our service called VIP Deals. After a customer makes a purchase and receives a “punch” on their phone, a VIP Deal will instantly appear on their screen. The customer wasn’t expecting this offer, so there’s an element of surprise. We work with each business owner to ensure their VIP Deal offer is enticing to customers. Merchant can update the offer at any time to test which offers move the needle and generate the most revenue.” (Keegan Hall, Pirq)

5. Use SMS to promote the largest discounts. “Provide more aggressive discounts with SMS than you do with other channels. Offers that buyers perceive as providing the most value, such as Buy One Get One Free, are much more likely to be redeemed. Save smaller discounts for email and other less effective channels.” (Dan Kamins, TextMarks)

6. Rely on data to make offers relevant. “Local businesses targeting mobile consumers via appealing emails and SMS messages with special offers see great returns on foot traffic back in the door. To make it relevant, the offer should be personalized based on existing customer data. Therefore, local businesses should start with marketing to their existing customer base. The last step of achieving marketing success by adding credibility is asking consumers to share the offer with their friends and family, so don’t forget to leverage the power of word-of-mouth.” (Stuart Wall, Signpost)

7. Take advantage of surprise and delight. “When surprise, delight and instant gratification are combined through a single offer, our merchants typically see a large lift in revenue. Here’s a good example: a customer visits a coffee shop and gets a VIP Deal for “20% off any pastry, valid today only.” The customer is surprised (not expecting the special offer), delighted (it’s a relevant offer with enough of a discount to get them to act), and the offer can be used at that moment. So, if the coffee shop owner get even a small percentage of their customers to redeem the offer, that translates into a significant amount of incremental revenue over weeks, months and years.” (Keegan Hall, Pirq)

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Baby Boomers Are Mobile Too

by Dan Slavin

baby boomersBaby Boomers and Above Respond to Text Messages

(as in Mobile Devices not Walkers)

Too many times retailers discount Baby Boomers in their mobile strategy. The Holy Grail seems to be Millenials. And while Millenials do have purchase power and are tech-savvy, Baby Boomers have the disposable income and the resources to buy goods and services – not to mention they are far more tech savvy than we give them credit. A case in point, my mother.

My mother is 78 years old. She has been retired for 15 years. In the last 15 years she has embraced technology like a 14-year-old with a new iPhone. Every conversation begins with the latest gadget or app she’s either researching or purchased. Thankfully she has unlimited text messaging on her plan because she burns through them like water at a four-alarm fire. In addition to Facebook, texting is her go-to app to stay in contact with everyone – her bridge friends, knitting group, grandchildren, and the White House when she has bone to pick with Congress. In addition, she shops online, researches large purchases online, and has numerous retail apps on her mobile device that she regularly checks for information and offers.

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