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Five Tips for A Successful Mobile Coupon Strategy

By Jeff Weiner

Consumer demand for mobile coupons is on the rise. When we surveyed 1,204 U.S. consumers for our 2018 Mobile Coupon Survey, nearly half said they prefer mobile coupons to paper.

Mobile coupons create a sense of urgency, helping retailers to drive short-term spikes in revenue, and they give marketers new opportunities to collect data, track usage, and target the right customers. But how do you build a successful mobile coupon strategy? Here are five tips based on our research.

1. Send coupons in text messages

Interestingly, 57% of consumers prefer to receive a mobile coupon in a text message – accessible via a link.

2. Use mobile coupons as a sign-up incentive

Welcome coupons are effective as incentives to encourage customers to sign up for marketing lists and loyalty programs. More than two-thirds of consumers are more likely to join a list when an instant coupon is on offer.

3. Advertise mobile coupons in store

You might think online ads or even Facebook would be the best way to advertise mobile coupons, but in-store signage tops the list by a large margin. If customers are already in your store, there’s a much higher chance that they’ll be responsive to a coupon offer.

4. Employ on-demand coupons

Time and time again we’ve seen the effectiveness of on-demand coupons. More than three quarters of consumers said they were likely or very likely to redeem a mobile coupon that they requested – with 60% saying they would redeem a coupon they receive via text message within one week.

5. Employ high-value, single-use coupons

Given the choice, consumers overwhelmingly prefer higher-value coupons that they can use only once, versus lower-value coupons that they can use multiple times.
For a more detailed look at what U.S. consumers really want from mobile coupons, you can read the complete 2018 Mobile Coupon Survey.

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New Research Provides Insights into Mobile Engagement Preferences

By Dan Slavin

I’m pleased to announce the availability of CodeBroker’s latest research: Consumer Mobile Engagement Research Results. You can get it here on our Resources web page.

For the past two years, our team here at CodeBroker has conducted a wide range of consumer research, on topics such as loyalty programs, text message marketing, and mobile coupons. What make this new research so interesting is that it addresses mobile engagement more broadly across all of these topic areas.

In our latest research, we surveyed 1,500 shoppers to gain insights into their preferred way to receive mobile offers, coupons and loyalty info from retailers. The research gives the answers, and you may be surprised by some of the results – particularly on the feedback relating to the use of mobile apps.

We continue to learn that every consumer has his or her preferred way to be engaged via mobile – SMS, wallet, app, email – and when a retailer uses a consumer’s preferred mobile channel, that consumer is more likely to make a purchase and stay engaged.

Some of the highlights:

Text messages are almost even with email as the preferred way consumers want to receive promotional messages, coupons and offers from retailers.

When signing up to a retailers SMS marketing list, 75% of research participants are willing to provide their name and address in exchange for a mobile coupon. This is great news for marketers who are looking to build higher-quality SMS marketing lists.

Mobile apps are not the preferred way for most consumers to access their loyalty program rewards information from their phones.

This is just a preview. There’s a great deal of insights on mobile engagement in this research report – you can access it here on our website Resources page.

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Build a High-Quality SMS Subscriber List with Double-Qualification

By Dan Slavin

For retailers and marketers to take full advantage of SMS marketing, plans must start with building quality SMS subscriber lists. This is the starting point to delivering more personalized text message marketing promotions and building an effective bridge between text lists and CRM systems.

Quality vs Quantity

For several years now, SMS marketers have been content to gather as many phone numbers as possible, without regard to building quality contact records behind the phone numbers. The process was straightforward; text a keyword and get added to the list. This made sign-ups easy, for consumers, marketers got lots of phone numbers but, again, without regard to list quality.

Today, marketers are recognizing the value of quality over quantity when it comes to building their SMS lists.

Double-Qualifying Prospects

The solution lies in a two-step process that collects data from those who opt-in to an SMS list. And it’s a simple process. Once an opt-in text is sent in by the consumer, a text is sent back immediately with a link to a sign-up page, where marketers can collect name and address – and even other info. The information gathered during sign-up can be added to a CRM system to give marketers more data on each subscriber, resulting in a higher quality list that is far superior to a mere phone number.

Marketers may at first be reluctant to adding a second step to the SMS list sign-up process, feeling it may be a barrier resulting in fewer sign-ups. The fact is that consumers have become used to verifying sign-ups and, appreciate the secondary authentication to prove their identity. In the case of retailers using CodeBroker’s SmartJoin SMS List Sign-Up solution, we’ve been able to achieve a 90% SMS list sign-up completion rate due to the fact that CodeBroker’s proprietary SmartJoin can pre-populate the sign-up form with the consumer’s mobile number received in the initial opt-in request, eliminating the need for any further confirmation. This high sign-up completion rate combined with the far superior quality of subscribers is proving valuable to retailers.

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A New Imperative When Building SMS Subscriber Lists…Quality

By Dan Slavin

In our conversations with SMS marketing pros, we’re seeing more and more emphasis on quality when capturing new SMS list sign-ups.

What’s been the norm for much too long, is that retailers and brands have been somewhat content to simply get someone to opt-in to their SMS subscriber list by capturing just a phone number.

I’m old enough to remember the days when we marketers were overjoyed to simply capture an email address. But then, as we started to use CRM systems, we no longer were content with just an email address. We wanted to know the human being behind that email address: name, company, job title, and more.

Well, the same is happening now with SMS subscriber lists. There’s way too much competition out there, and to simply capture an anonymous phone number is no longer enough when trying to grow a quality SMS subscriber list. And, it’s also a huge lost opportunity.

I’m pleased to say, that CodeBroker’s retail clients have been at the forefront of SMS marketing list quality for years through the use of our SmartJoin intelligent list capture, which is part of CodeBroker’s text message marketing platform.

Here’s how the “old” way works – and then we’ll take a look at how SMS list capture works with SmartJoin:

The Old Way

  • The consumer sees a promo and texts a keyword into a short code
  • She gets back a text message to opt-in
  • She replies with a “Y” and they’re on your list

It’s quick. It’s easy. But all you get is an anonymous phone number.

The New Way

  • The consumer sees a promo and texts a keyword into a short code
  • She gets back a text message with a link
  • She clicks the link, which opens a form
  • She fills out and submits the form

That’s it. With this short process, CodeBroker’s SmartJoin solution enables a secure double opt-in so no further confirmation is required. Although it takes the consumer a little bit longer, the quality of each record is leaps and bounds better. And by connecting the data to your CRM, you now have a much more powerful engine for your sms marketing programs.

By collecting demographic information during text message marketing list sign-up, you can add the record to your CRM system for a powerful marketing tool – way beyond sending text message marketing promos to anonymous phone numbers. You can target your text messages more granularly based on the information you collect. You can send personalized text messages; product offers based on purchase history; discounts based on the consumer’s preferences, and so on.

I encourage you to think “Quality” when looking to grow your SMS subscriber list. Quality records can help you drive more effective text message marketing programs and much higher ROI.

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Are You Seeking a New SMS Marketing Solution?

By Jeff Weiner, CodeBroker

If the answer is yes, then you’ll be interested in what we hear from other retailer and brand marketers who are searching for a new SMS marketing solution.

Every potential new client with whom we speak tells us the same thing – that evaluating SMS marketing solutions definitely is not easy. The reason…there are so many text message marketing solutions out there and, on the surface, they can be hard to differentiate.

In this post, I thought I’d share five of the most important criteria we hear from marketers who are looking to bring a new text marketing solution into their organizations. For the complete list, along with some helpful tips, I invite you to download this paper: How to Evaluate SMS Marketing Solutions.

1. Ease of use

Marketers want a self-serve SMS marketing solution so they can quickly implement campaigns in response to market conditions. But, in order to do this, they want a solution that, first and foremost, is easy to use. According to the mobile marketers with whom we work, ease-of-use comes down to two factors: 1) an intuitive interface, and 2) strong vendor support should they need assistance.

2. An SMS marketing vendor that can grow your SMS subscriber list fast while ensuring list quality

Many SMS marketing vendors will tell you that they can help you to quickly grow your SMS subscriber list but, more often than not, the quality of the list suffers. Most sms marketing solutions have a list sign-up process that goes like this:

  • User texts in a keyword
  • User receives a text message to confirm
  • User replies by texting back a “Y”
  • User receives a message back confirming their opt-in

And the user is now on the list. The only problem is that all the marketer has only a phone number, with no demographic data whatsoever. It’s like just an email address.

Marketers now realize that they need more than just a phone number that opted in. Marketers want to collect demographic info, such as name, zipcode, and other info that will help make their marketing more effective. And they want a more robust sign-up process that, not only facilitates the ability to quickly build SMS marketing lists, but also has demographic capture as part of the process – with an easy-to-use form that the recipient fills out during the opt-in process.

3. Tight integration with a mobile coupon solution

CodeBroker’s customers have found that mobile coupons tied to an SMS campaign are a highly effective way to improve customer engagement and to drive purchases. According to a recent research report, mobile coupons delivered via text message drive high levels of purchases and urgency, with 25% planned redemption within three days, and 60% planned redemption within one week.

4. Works with your marketing infrastructure

It’s mission critical for marketers to have an SMS solution that has APIs to enable the system to easily share data with your other systems – CRM, loyalty, analytics, and websites – with minimal IT support.

5. A true partner that helps you become successful

With many SMS marketing solutions, marketers are on their own. Many solutions are quite technical, or the marketer may be new to text message marketing and, for these reasons, marketers tell us that they want an SMS marketing vendor who will help make them successful.

From project support, to advice on best practices, to proactively ensuring TCPA and CTIA compliance, marketers increasingly are looking for an SMS marketing solution that is more than a software product…but one that also includes expert help to ensure what CodeBroker calls SMSuccess.

We at CodeBroker always encourage marketers to take a hands-on approach when assessing a new SMS marketing solution – to get their “hands dirty” with the system before making a decision.

If you’re in the process of looking for a new SMS marketing solution, I invite you to download How to Evaluate SMS Marketing Solutions for more help, including a helpful vendor checklist.

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