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minute point and 98 per cent of all text messages are read**. Why didn’t I fi nd the Papa John’s text
intrusive like an email? Well, fi rstly, unlike most emails it’s a very short message – I can decide instantly if I want it or not. Secondly, I know they’ve got my number because I’ve bought from them before and therefore they’ve targeted me because they know I’m interested. Thirdly, I know it’s easier to unsubscribe – I just text ‘stop’ in a reply and no more text. It’s not as diffi cult as clicking on ‘unsubscribe’ and entering my email address etc. I only ever unsubscribe when it’s ambulance chasers or PPI claims – in other words, where somebody has bought my number from a list. If I get a text from a business that I’ve bought from previously then I won’t unsubscribe because I will probably be interested again. Your customers will diff erentiate in the same way. The price of SMS text marketing is around 4-6p per SMS unit, so it’s more expensive than email but considerably less than a mailing campaign. It generates the best response out of the three options too.
TOP TEXT TIPS
To get the most out of text marketing there are some easy tips to improve your response rate. ● Target specifi c customers with specifi c
“Text marketing is simple, it’s instant, it’s cost eff ective and there are plenty of
companies to help.” Ian Laverty Intelligent Mobile
messages/properties;
● Link it to mobile optimised content (such as your mobile website) – this gives customers the chance to choose to see more information if they’re interested;
● Use an SMS service that will manage your ‘stop’ (unsubscribes) for you;
● Use a service that lets you see who has opened your message and who has opened the link to your mobile website – that gives you the ability to follow up genuine interest rather than waiting for them to contact you.
Follow these simple guidelines and you can
get some impressive results. We send out around a quarter of a million text messages per month on behalf of our property sector clients and we typically see a response rate of
over fi ve per cent (i.e. click-through to mobile optimised content). We also know from consumer behaviour that once a customer is browsing on a mobile site they are more likely to commit to an action (email for a viewing, call to speak to someone) because the functionality is there in their hand instantly – this is what we call action oriented browsing. Text marketing is really very simple, it is
instant, it is cost eff ective and there are plenty of companies who can help you. The right message that gets delivered to the right people with an appropriate call to action to encourage an enquiry is all there is to it. *source: emailcentreUK ** source: MobileSquared/Mobile Marketer
Ian Laverty is Director at Intelligent Mobile.
www.intelligentmobile.com ●
Feature
- Mobile Websites - Tablet Websites - Facebook Apps - QR Code Solutions - SMS Marketing - SEO & SEM - Consultancy
More than half of home-movers have used a mobile device when searching for a property- Rightmove Consumer Confidence Survery Q1 2012
T: 08707607030 E:
info@intelligentmobile.com
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TheNegotiator ● July 2012 ● 19
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