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Opt It is the premiere provider of text messaging for brands and businesses.
May 2, 2011 by Jessica Zorawski
An interesting new study done by the University of Pennsylvania shows how consumers value their favorite communication mediums, including email, texting, cell phone calls, and Facebook.
The study divided students into groups and out of the 4 communication mediums listed above, asked them which of those tools they would go without for a week. Once the student chose, he or she were banned from using it for a week. Next, the study participant was asked how much, in monetary value, he or she would like to be compensated for the ban.
“The survey of 84 students ages 18 to 22 found that they thought $44 would be “fair compensation” for going without Facebook for a week — compared with $99 for email, $85 for texting and $73 for cellphone calls. One tool — instant messaging — was identified as less valuable, coming in at $27 for a week.” (Wall Street Journal, How Long Could You Go Without Facebook?)
The reason for this was that students said that they only communicated with acquaintances on Facebook, while texting and email was used for connecting with closer friends and family. For students, email is clearly most important as they work on papers and projects in groups and they need to be able to send large files. However, as a communication tool, it’s clear that texting still reigns, shown here by its compensation value of $85.
by Jessica Zorawski
On April 17th 2011, co-founders Brian Stafford and Michael Lamb were interviewed live on-air on RSS Rays. They spoke about why all business should be using text message marketing. Read on for a summary of the interview.
Why text message marketing? Text messaging is the best way to reach out to your customer base because 98 percent of the population has the ability to receive a text message. Permission is a big aspect in text message marketing, as all people on your list need to opt in, and people ask to receive your messages. The mobile phone is the most important thing we carry with us, and very little spam is sent to the devices, since the carriers make sure it is a clean market space. Open rates are at 90-98 percent and you can almost ensure recipients will read messages because once a mobile phone buzzes or rings, people check it.
For what kind of business does this make more sense for? Anyone trying to reach their customers in real time; such as a restaurant with supplies expiring or a retailer who needs to get rid of the winter collection to make room for spring merchandise. During a slow time, such a business might send a text to rev up sales in slow period or to get in customers within hours.
How do businesses get people to give permission to send them text messages? The way to start is to pick a text message vendor that has a short code approved by all carriers to deliver the messages into the networks. Then the business must define what it is trying to accomplish. Once this is clear, marketers can put together signage, offers or value propositions that will inspire customers to send a text to allow that group to deliver text messages to them. A great thing about Opt It’s system is that we have taken those best practices and built it into our software. Opt It knows the laws, like how customers should remove themselves, the charges that coincide with these messages, all information the business owner needs to know so that they can create offers that are most valuable to them and their customers.
How often should a business send text messages? This depends on content being sent out and the business itself. Retailers and restaurants typically see success by sending 1-2 texts a week, other businesses can send more as long as the offer is clear and upfront and fits into the daily life of their customers.
What makes Opt It different from others? Opt It’s experience inside the text message marketing space is immense. With almost 7 years under our belts, we are some of the most experienced and have seen much growth and change happen within the industry. Opt It has a deep understanding on how to use the tool to drive business results. We’ve built a strong text message platform from the ground up and are able to offer it to our customers, along with our effective service offerings, at a great price.
Click on the following link to listen to the entire show: RSS Ray Free Podcast: Why Your Business Should Be Using Text Message Marketing
April 25, 2011 by Jessica Zorawski
BabyCenter, a website dedicated to all steps in the process of motherhood, knows and understands the needs, lifestyle, and likes of mothers in the US. They recently conducted a study on mothers and their mobile devices, and received surprising results
The study, called the 21st Century Mobile Mom® Report, which studied 5,000 moms, reports that 50 percent of moms are addicted to their mobile devices and that adaptation of their mobile device has risen 64 percent over the past 2 years.
In the mobile marketing world, we think it’s pretty exciting that motherhood has actually been named a trigger for mobile phone adaptation! More than half of the moms surveyed admitted they purchased their particular device as a direct result of motherhood. As a woman transitions into motherhood, the way that she uses a phone changes as well. A woman without children favors her calendar while a mother finds her camera the most important feature of her phone.
The most interesting thing is that 62 percent of moms change brands at the onset of motherhood. This is a key time to communicate with moms and provide them with relevant information about your product offering. Since it is clear that moms love and worship their mobile device, reaching them on their mobile phone is a great way to communicate. For instance, reach out to a new mom about things like nutrition facts if you are a restaurant, or safety facts is you sell baby products.
Also, 46 percent of moms reported that they want information just as they are shopping. This means that you now know the ideal time of the day to communicate your marketing message. You’re likely aware of the time when you see the largest number of mothers at your business location. Plan your messages to go out just as you know the highest percentage of moms will be there, or if possible, send individual messages to moms that you can see walking in or near a certain product. You might even consider offering a keyword that moms can text in next to products that they will inevitably stop by, like baby food or a stroller, to receive additional information on nutrition or safety facts.
April 19, 2011 by Brian Stafford
Want 25 percent off your next order of Street Moda footwear? Just sign up for their SMS list and the discount is yours.
Street Moda has had tremendous success in using an introductory offer to grow their text list. Once a customer opts-in to their SMS list, they receive an immediate offer of 25 percent off their next purchase by using a coupon code at the checkout. This code is trackable in the Street Moda system, allowing them to measure redemption rates, as well as time-to-redemption rates.
In addition to this welcome offer, Street Moda is sending out a variety of different offers to their member list with discounts and promotions. These promotions can be based on each customer’s individual interests (for example, a message to gals might include the word “high heels”, whereas guys would be more interested in seeing a discount on their next pair of Converse). They are able to send these promotions based on individual or group preferences by using sub-keywords.
“Our SMS list is a great way to receive our most exclusive deals because there aren’t many of them. We don’t bombard your message inbox like some companies, you’ll get two a month maximum and trust me, they’re worth it,” said Matt Kubancik, Founder and President of Street Moda.
Again, all offers and promotions include a code that can be used at checkout through their ecommerce system to give their most loyal customers, the members of their SMS list, an extra added benefit, and simultaneously help them understand their customers preferences all at the same time.
April 18, 2011 by Jessica Zorawski
A recent article on Mobile Marketer discusses common SMS marketing mistakes, and gives a few suggestions on how to avoid them. From our years of experience, we have a few more insights to add to the list, to ensure that our users have all the education, hints, and advice they need to guarantee success.
The first point that the article addresses is what we in the industry call a “call-to-action”, referring to the statement made in your advertising that is supposed to result in an action from the consumer. The article urges the reader to make this call-to-action prevalent, but doesn’t explain this important advice in detail. Let’s take a look at IHOP’s hit slogan from 2004, “Come hungry. Leave happy”. There is a clear action statement here, which says, “ Come to our restaurant, eat, and you will leave happy.” For a marketing campaign to be successful this same slogan should be used across all forms of marketing, from billboard, to TV, to a text message that enters one’s inbox. This unity across all platforms increases the effect it has on the consumer, since it has a greater chance of residing in one’s memory.
Along these lines, we like to stress that you should be using your text message marketing platform to help gage the usage of other marketing mediums. You can repeat the same slogan but just have a different keyword for TV, billboard, and radio. With these varied keywords, you’ll be able to see which form of advertising is the most successful, so that next time, you know how best to invest your marketing dollars. This is one of the greatest benefits of having a text message marketing campaign, one we highly suggest you take advantage of to monitor the interaction that your target market has with you advertising mediums.
The next point that the article mentions is the current perception of some that a text message marketing campaign is a onetime communication tool for events, in lieu of a long term marketing medium. Many companies are missing out by not seeing text message marketing as a long term marketing strategic communication tool. The best part about mobile is that it allows you to converse with your customers the way that they converse in real life. A TV commercial and a billboard don’t allow for conversation, whereas sending a text message saying “How was your last experience at our store? Anything we can improve on?” gives you much more insight as to what your consumer is really thinking, something that marketers are continually trying to track.
Another mistake that companies make is to choose a text message marketing campaign based on price. We believe that you should choose your text message marketing provider based on the quality of their database and software, and the budget for your text message marketing campaign should be based on its ability to reach your customer. The great thing about Opt It’s software is that you can keep an extremely close eye on the interaction your consumer’s is having with the system, so you can measure its effectiveness much better than any other marketing form, justifying its price and proving its value in your marketing mix.
The next point is a clear rule of thumb we often stress to our customers- don’t send a text message each day, it’s simply too much. Daily messages result in annoyed customers, a marketing message with a decreasing value and ultimately, people opting out of your list. We recommend sending 4-6 general messages a month. If there is a need for more, make sure they’re delivered to a more targeted list that clearly understands and/or wants more messages.
Lastly, anything that you use to brand yourself, from a TV ad to a 160- character message, must align with your overall tone. If you are a luxury brand, you should not shorten words or use text talk like “G2G but c u there” to fit into one text message. Read the message outloud to imagine what it sounds like to your customers to make sure the intended tone is clearly transferred.
We hope you’ll take these points into consideration for your text campaign. If you do, we’re sure you will be able to see the clear benefits of them very shortly.
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