using text (sms) message marketing

MARKETPLACE 2016 POWERPOINT TEMPLATE

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5 Ways to Use SMS Marketing

Judd Wheeler 3Cinteractive

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Read Rate 98%

22% 29%

12%

0%

20%

40%

60%

80%

100%

SMS Email Twitter FaceookFrost and Sullivan (2011)

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150 <5 sec number of times a day the average

person looks at phone often time it takes for SMS messages

to be read upon receipt

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Effective

(Mailchipm) (TextBoard)

19% 4.2% SMS click-thru email click-thru

Timeliness

MARKETPLACE 2016 Oxygen8

90% / 90 read in 3 min / ave time read (sec)

Timely

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160(+) 25 characters max words

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33% 1.3x Email list gone Change phone number

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ROI

Permission

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MMA

Carriers FCC / TCPA

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Protect & Trust

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Growth

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Anatomy of a Text

Marketing • Call to Action / Offer • Opt-out

Transactional • Information

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Short Code Long Code 34343

866-443-5505

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How to Choose a Provider

•Security

•Volume

•Compliance

• Complex Workflow

• Integrations

• Relationships

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Opt-in Opt-out Thank you for your text. You have successfully subscribed to our mailing list. To opt-out, reply STOP. Can send one follow up – non marketing

• Confirm • Hook • How Often

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Safe Hours

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Cost of Unsubscribe Starting

Database Unsubscribe

Rate Redemption

Rate Revenue /

Redemption Cost of Sales Gross Profit

Unsubscribe Impact

1,000,000 0% 25% $20 10% $ 4,500,000

1,000,000 1% 25% $20 10% $ 4,455,000 $ (45,000)

1,000,000 2% 25% $20 10% $ 4,410,000 $ (90,000)

1,000,000 3% 25% $20 10% $ 4,365,000 $ (135,000)

1,000,000 4% 25% $20 10% $ 4,320,000 $ (180,000)

1,000,000 5% 25% $20 10% $ 4,275,000 $ (225,000)

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Cost of Unsubscribe Database

Before Content Sent

Unsubscribe Rate

Redemption Rate

Revenue / Redemption

Cost of Sales Gross Profit

Unsubscribe Impact

1,000,000 1% 25% $20 10% $ 4,455,000 $ (45,000)

990,000 1% 25% $20 10% $ 4,410,450 $ (89,550)

980,100 1% 25% $20 10% $ 4,366,346 $ (133,655)

970,299 1% 25% $20 10% $ 4,322,682 $ (177,318)

960,596 1% 25% $20 10% $ 4,279,455 $ (220,545)

950,990 1% 25% $20 10% $ 4,236,661 $ (263,339)

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Cost of Unsubscribe Database

Before Content Sent

Unsubscribe Rate

Redemption Rate

Revenue / Redemption

Cost of Sales Gross Profit

Unsubscribe Impact

1,000,000 2% 25% $20 10% $ 4,410,000 $ (90,000)

980,000 2% 25% $20 10% $ 4,321,800 $ (178,200)

960,400 2% 25% $20 10% $ 4,235,364 $ (264,636)

941,192 2% 25% $20 10% $ 4,150,657 $ (349,343)

922,368 2% 25% $20 10% $ 4,067,644 $ (432,356)

903,921 2% 25% $20 10% $ 3,986,291 $ (513,709)

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1: Provide Value

•12 days of deals

•Offers

• Inventory Updates

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2: Build Relationship

•Get to know

•Keep updated on schedule

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3: Transactional

•Payment confirmation

•Payment reminder

•Expiration

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4: Reduce Friction

• Card on File

• Charitable giving

• Loyalty sign up

• App download

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5: Automation

•Hours/location

•Bus

•Special date offers

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BONUS: Gamification

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#Fail: Cancer Research (downside of shared)

•SMS keyword changed from BEAT to DONATE • Resulted in donations directed to the children’s

charity, UNICEF •Smartphone auto-correct “helping” texters with their spelling • BEAT to BEAR

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#Fail: Forget the “QUOTES”

• San Manuel Indian Bingo & Casino: LA Dodgers game

TEXT “SPRING” TO 99158

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#Fail: Don’t Use NUMB3RS

Text “NOR002” to 41411

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What’s Next?

OTT (Over the Top) RCS (Rich Communication System)

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Summary

• Your customers are mobile

• Respect your customers

• Provide value

• TEST

Judd Wheeler jwheeler@3c.com 3Cinteractive

Demo: Text SMS to 34343 Demo Compliance Language: By texting SMS to 34343, 3C will send you text messages providing information and examples about its products and services. Message and data rates may apply. You will receive recurring messages in connection with your choice selections. See http://www.3csms.mobi/3Cdemo/ for terms and conditions and http://www.3C.com/privacy/ for privacy policy.