Articles on Text Message Marketing and Mobile Coupon Marketing

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Coupon Software Opens New Use-Cases for Marketers

Coupon software and smartphones have opened a new world of marketing applications that weren’t possible with traditional paper coupons. Businesses are using coupon software for use cases that go beyond delivering merely a discount. Here are five innovative coupon use cases made possible through coupon software.

1. Personalization

Coupon software is helping marketers enhance their personalization program by delivering single-use coupons and offer codes, enabling marketers to deliver the high-discount offers that work – without the risk of coupons being used more than once or being shared. Coupon software that generates single-use coupons also helps marketers to attribute redemptions accurately, and conduct valid a/b tests, further enhancing personalization.

2. Mobile Loyalty Programs

Mobile loyalty programs have arrived, with more and more consumers preferring to participate in mobile loyalty programs over traditional loyalty programs. Companies are now using coupon software to deliver loyalty cards, rewards certificates, and loyalty offers.

3. Digital Offer Wallet

Coupon software is used by companies to deploy a digital offer wallet across multiple digital channels, giving customers an easy way to organize, track and instantly access all of a retailer’s of brand’s offers in one convenient place.

4. On-demand SMS Coupons

What better way to drive a purchase than by offering a mobile coupon to a consumer as she shops. Using coupon software, the shopper can send a text to a retailer’s short code to receive an SMS coupon while still in the store.

5. Grow SMS Subscriber Lists

Coupon software is used to deliver SMS coupons to customers who sign-up to their SMS marketing list. Mobile coupon offers have shown to be a great incentives to get customers to sign up for an SMS subscriber list, and provide quality information during sign-up.

There you have it. Coupon software is being used in innovative ways by retailers and brands looking to engage today’s mobile consumers. For further reading, here are links to two research reports that give insights into consumer preferences for receiving and using mobile coupons and for receiving personalized offers.

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Personalization Research Reinforces the Importance of Single-Use Coupons

I’m pleased to announce the availability of the latest research report from CodeBroker: Coupon and Offer Personalization.

In my last blog, I discussed how companies are employing single-use coupons and single-use offer codes to enhance their personalization efforts. This new research explores coupon and offer personalization from the consumer point of view. It includes insights from 1,100 consumers on a wide range of coupon and offer personalization topics, to gain an understanding of consumer behavior and preferences relating to personalized coupons and discount offers for customer acquisition, engagement, and retention.

Here are two eye-opening stats from the research:

  • 88% of the respondents say they are likely to try using high-value digital coupons more than once;,
  • 92% say there are highly likely to share a digital coupon with others.

These two stats reinforce the single-use offer strategies that are being employed by many companies today. It can be risky for retailers to offer higher discount coupons because consumers are likely to try to use them more than once, or share the coupon or offer code with others.

Here are some additional highlights from the research:

  • 90% of respondents will purchase from a retailer that they rarely or never shopped at if they receive a high-discount coupon from that retailer.
  • 92% are you more likely to use a coupon if you have the option to use it either in-store or online?
  • 73% prefer to shop at stores that send you custom discount offers based on your purchase history?

This is just a preview. There’s a great deal of insights on coupon and offer personalization, including comments from the respondents. You can access the full report here on our website Resources page.

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Single-Use Coupons and Offer Codes Enhance Personalization

Many of our clients are employing single-use coupons and single-use offer codes to improve their personalization efforts. In this post, I’ll share some of the dynamics behind this, and how these company’s personalization efforts are benefitting from single-use coupons and offer codes.

Marketing automation and analytics software are helping marketers make personalization a reality. The challenge for many companies, however, is in maintaining the integrity of the personalization effort when a personalized “offer” is sent to a customer. This is where the personalization effort can break down because coupons and offers often get used by consumers more than once, they get shared online (or even go viral) which, of course, isn’t in retailers’ best interest because marketers can’t:

  • Attribute redemptions accurately
  • Conduct valid a/b tests, and, most importantly
  • Maintain the veracity of the personalization program for that customer

For personalization to work effectively, marketers want to ensure that offers and coupons get used only once, and that they don’t get shared online.

So, to address this problem, many of CodeBroker’ clients are employing single-use coupons and single-use offer codes. The single-use model gives marketers the ability to deliver millions of personalized, single-use coupons and offer codes daily through all of channels: print, email, text, web, mobile app, and mobile wallet. It ensures that the customer always receives the same barcode regardless of the number of times, or channels in which, she requests the coupon. Once the coupon is used, it expires simultaneously and is marked as redeemed, across all channels, and it’s impossible for a customer to obtain a second copy of the coupon unless allowed by the retailer.

With single-use coupons and offers, companies can employ personalized, higher-value coupons and offer codes to which consumers respond, without the risk of them being used more than once or going viral. And they can accurately measure redemptions and a/b tests to gain solid insights into their personalization effort for each customer.

For more information on this topic, I invite you to read the new whitepaper that explains offer personalization and security in further detail.

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Personalized Offers Improve Acquisition, Engagement & Retention

Marketing automation and sophisticated analytics are making personalization a reality for retail marketers. Successful marketing personalization requires, what the Harvard Business Review calls, “integrating the three D’s: data discovery, automated decision making, and content distribution.” For personalization to work effectively, each of these need to be tightly synchronized.

The missing link, however, is in the content distribution phase – specifically in the area of “Offer Personalization.”

The reason? A security component is missing from two key areas associated with offers:

1. Offer Distribution and 2. Offer Redemption.

Marketers can conduct good analysis to match the right offer to the right segment. But without the security to ensure that the offer is used solely by the intended recipient – and only used once – then then entire personalization effort can break down.

  1. Customers can redeem an offer more than once.
  2. Individuals can access an offer that was not meant for them – or the offer may even go viral.
  3. Marketers can’t track and attribute accurately to measure the offer’s true effectiveness.

Distribution and Redemption Security

CodeBroker clients are employing single-use coupons to address the offer distribution and redemption security dilemma, to ensure that:

  • A consumer can only obtain an offer that is meant for her, and receives an offer only once, even if she tries to obtain it multiple times.
  • The consumer can redeem the coupon or offer only one time.
  • The POS system can validate/accept/redeem single-use offers at high speed, in real-time.

CMOs who once could not deploy single-use coupons are now leveraging them, and seeing a 30% to 50% increase in offer redemption across the marketing lifecycle (customer acquisition, engagement, and retention.)

By adding a security component to offer distribution and redemption, marketers can take personalization to a higher level by offering deep discounts and personalized promotions in a secure, risk-free manner, and measure results more accurately, for a complete personalization workflow.

For more on the topic, here’s a new CMO report that digs deeper into how retailers are using single-use coupons and promo codes to deliver personalized offers at scale in a secure manner.

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Make an Offer Consumers Can’t Refuse with a MyOffers Wallet

For retailers and marketers looking to build loyalty and retention programs for mobile consumers, a MyOffers wallet gives them a sustainable engagement strategy.

By Joe Pappalardo

The growing impact of digital channels, especially mobile commerce, is resulting in new consumer cultures. It is up to retailers to recognize these developing trends and fine tune their strategies in order to continue to thrive.

MyOffers is a new way for retailers to provide consumers with a single place to go to access all of their offers, rewards (and sometimes gift cards). What makes MyOffers special is that consumers can access it 24 x 7, on demand, via their favorite mobile channel (email, text, web, mobile app, or mobile wallet). Perhaps best of all, once a consumer has registered with MyOffers, she does not need to remember a username/password to access her information (unless she is logging in from the web). As a result, MyOffers is making inroads with consumers and marketers thanks to leading retailers like Macy’s and Kohls, who are early adopters of this solution.

Today’s consumers are fickle, and loyalty is a quickly withering concept. Winning and engaging the digital consumer requires understanding which preferences matter and which platforms deliver greater choice and convenience. MyOffers enables retailers and marketers to woo and engage the mobile consumer with one-click ease.

Drive incremental spends by combining convenience and personalization

At a time when omnichannel and multichannel programs are replacing traditional programs, several research studies have demonstrated a strong correlation between personalization and customer satisfaction. MyOffers lets marketers provide personalized offers and discounts to consumers and use their existing communications solutions to deliver MyOffers via text, email, app, or mobile wallet. The same studies mentioned above have also shown that personalized offers can entice a customer who has not made a purchase recently to take advantage of a generous coupon offer.

Used by major retailers

Macy’s and Kohls have seen the upside of their MyOffers solutions over the last couple of years. Their MyOffers programs provide consumers with a single place to go to retrieve/access all of their offers and rewards, leading to long-term loyalty and driving improved purchase behavior and higher sales.

  • MyOffers makes it easy for customers to locate their coupon offers and rewards from their phones or desktop and access them from different channels;
  • MyOffers users can be among the first few privileged recipients of new coupon offers, information on new discounted products and special retail events;
  • Users receive personalized offers and;
  • Retailers can update, remove, or swap offers for the latest, most timely deals.

Drive in-store revenue and strengthen mobile reach with increased customer loyalty

MyOffers is designed with the aim to boost customer engagement and retention for your brand. For retailers and marketers wanting to mobilize loyalty and reward initiatives, manage and push special offers, coupons and loyalty cards directly to their target consumer’s mobile phone, MyOffers makes it possible to hit two birds with one stone – incentivize customer urgency and increase shopping frequency with personalized benefits.

Affordable marketing for ambitious retailers and digital-savvy marketers

The MyOffers solution can be accessed on-demand, 24 x 7, without requiring consumers to log in, from a range of digital channels including text message, mobile app, email, and mobile wallets. It allows marketers and retailers to continue innovating on the consumer experience and empowers retailers to design differentiated value propositions and personalized promotions.

Mobile devices truly changed the game by enabling personalized communications between retailers and customers. However, complex and expensive mobile engagement platforms remain elusive for all but a few of the nations’ largest retailers. MyOffers from CodeBroker alleviates these barriers and helps retailers to take advantage of the growing opportunity in mobile-led consumer engagement. By giving retailers and pragmatic marketers new capabilities to improve customer engagement/customer experience, MyOffers opens up a new way to drive revenues and engagement.

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5 Reasons Why Retail Marketers Love Text Message Marketing

The mobile phone is a powerful avenue for retailers to reach a consumer because it’s an “always-on” marketing vehicle – an extension of the consumer’s identity. And, coupled with text message marketing, mobile gives retailers unprecedented power to reach consumers with personalized messages at scale, and to drive engagement like never before.

Here are five reasons why retail marketers really do love text message marketing.

#1. Customers on your SMS marketing list want to be there.

What’s better than a customer who asks you to market to them? That’s the beauty of text message marketing. The consumer must opt-in to your SMS marketing list. Since it’s 100% permission based, consumers who sign-up really want to start a dialog – they want to hear from you, and they love when you text them a deal, such as a mobile coupon.

#2. Text message marketing messages are almost always read – and right away.

Ninety seven percent of people read a text message within the first three minutes of receiving it. There are no other marketing channels with an open rate that even comes close. In addition, CodeBroker has observed that 20% to 50% of consumers click on a link in an SMS message to access a mobile coupon. Some retailers have experienced click-through rates as high as 72%.

#3. Text message marketing drives purchase urgency.

Mobile coupons delivered via text message help retailers solve two key business challenges: 1) creating urgency, and 2) driving short-term spikes in revenue. According to CodeBroker’s recent mobile coupon consumer research, mobile coupons delivered via text message are a highly effective way for marketers to rapidly move the needle. As we learned from the research, 25% of consumers plan to redeem a coupon they receive via text within three days; 60% plan to use the coupon within one week.

#4. Text message marketing allows retailers to be hyper-responsive to market conditions.

Retail is as competitive as it gets, and marketers always need effective ways to respond to the market conditions of the moment – and one of the best ways is by using text message promotions because they can be executed very rapidly. For example, CodeBroker’s customers often offer single-use coupons to move specific inventory, or to deliver contingency offers that are triggered at the last minute to drive store traffic.

#5. Marketers can track engagement in real time.

Marketers can track if the recipient has clicked a link within a text message. This can be especially powerful for optimizing campaigns. In addition, when combined with an offer such as a mobile coupon, marketers can see if the offer was redeemed, and at which location, for visibility into the complete path to purchase.

Retailers’ love affair with text message marketing is alive and well. And text marketing is being used in a range of mobile marketing use cases, from providing members with access to loyalty programs, to promoting and deliver coupons and offers, to inviting customers to an event at their local store.

If you’re looking into a new text message marketing solution, here’s a link to a helpful resource: How To Evaluate SMS Marketing Solutions.

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Mobile Engagement and Millennials – Give Them What They Want

Millennials have altered the way we engage consumers and they value brands that give them convenience and flexibility, often over the brand itself. By giving them what they want, we can engage them more effectively than by sticking to traditional approaches.

If you are targeting millennials, you know that you must do so with an aggressive mobile engagement strategy. Mobile usage is much higher among millennials than other customer segments – in the double digits according to most studies. What we’ve found, working with retailers across the country, is that millennials not only respond better to mobile engagement, but they have preferred ways to engage with brands over mobile.

The most successful mobile marketing programs occur when we use the mobile channels that millennials prefer most. Here are some insights from CodeBroker’s ongoing research into some of the more effective ways to engage millennials over mobile.

Mobile Coupons and Offers

Like any customer segment, millennials respond to mobile coupons and special offers. We segmented our popular Mobile Coupon Research Report by millennials, and we see that:

  • Fifty eight percent of millennials prefer mobile coupons over paper coupons.
  • The number one way millennials prefer to access and use mobile coupons is via a link in a text message (41%). A little more than one-quarter prefer to access and use mobile coupons through a mobile app; while 12% prefer to use a mobile wallet.

Mobile Loyalty Programs

Most retailers and brands have made their loyalty programs available through a mobile app. This is a great start, as we found through our research that shows that:

  • Only 11% of millennials actively engage with all the loyalty programs to which they are members. However, 97% say that they would actively engage with loyalty programs if they could access their rewards information from their smartphones.

Where many mobile loyalty programs are falling short is that millennials (like all segments) have a range of preferences for accessing and engaging with loyalty programs via mobile. Mobile app is just one of them.

  • Twenty eight percent of millennials want to access mobile loyalty programs via a text link on their smartphone – not through a mobile app.

Reaching millennials can be a challenge for marketers using traditional methods. But once you build their trust, they will respond to your brand with ongoing loyalty. And one of the best ways to do so, is by engaging with them in the way that they want.

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Single-Use Mobile Coupons Are Being Embraced by Retailers

By Jeff Weiner

Retailers are seizing on the use of single-use mobile coupons, and moving away from using generic promo codes due to the fact that these “coupons” are really unlimited offers that customers can reuse, to the detriment of retailers.

There are several benefits of using single-use mobile coupons:

  • Improve the marketing department’s personalization efforts.
  • Eliminate coupons and offers from going viral.
  • Enable A/B offer testing to identify (versus guess) which offers drive the best returns.
  • Attribution of redemptions to individuals and segments.
  • Customers prefer single-use coupons with a high-value offer (see the research).

To provide true single-use mobile coupons, there needs to be an integrated security model that ensures:

  • The customer always receives the same mobile coupon regardless of the number of times and channels in which she requests the coupon.
  • The coupon expires simultaneously, and is marked as redeemed, across all channels to prevent re-use.
  • That it is impossible for a consumer to obtain a second copy of the coupon unless specifically allowed by the retailer.

So, what are the characteristics of a true single-use mobile coupon? It must:

1. Contain a unique code, to track the offer from issuance through redemption and expiration.

2. Be delivered to a specific device and/or individual, to allow the retailer to track all coupons the customer has received.

3. Support simultaneous multi-channel delivery, redemption and expiration. Simultaneous expiration ensures the coupon cannot be used more than once, eliminating coupon fraud.

Retailers benefit significantly from deploying single-use mobile coupons. CodeBroker customers routinely see up to 50% redemption for on-demand coupons, significantly higher than paper-based coupons. Effective offers are helping retailers build brand loyalty with their customers, increasing their lifetime value. With single-use coupons, retailers are also able to track the entire purchase funnel – from delivery through redemption – creating a comprehensive picture of consumer purchase behavior. And finally, CodeBroker customers have realized significant savings by reducing print spend when delivering offers via a text message marketing program.

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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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Retailers Use Text for Many Use Cases

By Dan Slavin

Text message marketing has evolved from a standalone marketing tactic to a key component of many mobile marketing use cases. More and more consumers prefer the easy access that a simple link in a text message gives them, leading marketers to use text message marketing software in innovative ways. Here are a few of the top text message marketing use cases that we at CodeBroker are seeing with our retail clients.

To deliver mobile coupons

Nearly half of consumers prefer to receive mobile coupons rather than paper coupons. And 85% of consumers say they’ll redeem a coupon that they receive via a link in a text message within one week. We’re seeing more and more retailers take advantage of this shift to mobile coupons.

To improve mobile loyalty program engagement

Most retailers and brands now make their loyalty programs available through their mobile app. This is a great step in the right direction to appeal to consumers who want to engage with loyalty programs from their smartphones. What loyalty program leaders have learned, however, is that more of their members prefer to access their rewards information from a link in a text message rather than through an app.

For more control over mobile wallet promotions

Consumers love Apple Wallet and Google Pay, but they present limitations for marketers because consumers have complete control over what goes in their wallet. Marketers can’t directly push new offers or rewards into them, limiting marketer’s promotional opportunities.

CodeBroker’s clients have overcome this obstacle with the MyOffers Mobile Wallet, which can be added with one click right into a consumer’s Apple and Google Pay walets. This gives marketers the ability to send new offers, or update existing offers. Consumer can be informed of updates via various methods, including text messages.

These are just three examples – there are many more. Consumers respond well to text message promotions, as well as text using text as an access point for a range of use cases. I encourage you to consider ways to incorporate text message marketing into your communications mix and, if you’re like other retailers who have, I expect that you’ll see great results.

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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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Mobile Coupons for the Holidays!

By Dan Slavin

According to the National Retail Federation, purchases during the holiday season account for 20% of all retail purchases. In November and December 2017, the NRF reports that those purchases equaled $691.9 billion.

It’s no secret that this is the most important time of year for retailers, and we’ve learned that deals are more important to consumers than ever – with 75% stating that sales and promotions are very or extremely important to them, according to the NRF.

With smartphones playing an ever-growing role in shopping, CodeBroker definitely sees an uptick in mobile coupon promotions this time of year. This is no surprise, when you consider three interesting stats:

    • Nearly half of today’s consumers prefer mobile coupons versus traditional paper coupons according to CodeBroker’s 2018 Mobile Coupon Consumer Research Report.
    • According to Google, 76% of mobile shoppers change their minds about which retailer/brand to buy from after searching online. By getting a mobile coupon onto a shopper’s phone, retailers have a better chance to usurp the search engine shopper.
    • With all the promotional messages out there during the holidays, creating urgency is key to getting shoppers to act – and this is where mobile coupons really excel. As we learned from the CodeBroker 2018 Mobile Coupon Consumer Research Report, 25% of consumers redeem a coupon they receive via text message within three days, while 60% do so within a week.

These stats really hammer home the value of using mobile coupons – particularly during the holiday shopping season. By delivering mobile coupons to consumers via text message, you can drive more sales during this very important time of year.

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