How To Make An Excellent SMS Call To Action
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Transcript of How To Make An Excellent SMS Call To Action
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Ge#ng it Right* in Mobile
Kane Russell, VP of Marke,ngWaterfall Mobile
* How To Create an Excellent SMS Call To Ac,on
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Waterfall Mobile and the Msgme Platform
Waterfall Mobile๏ Founded August 2005๏ Offices in SFO (HQ), NYC & Aus=n๏ Backed by Vista Equity Partners ๏ Cross-‐channel mobile & social CRM via SMS,
MMS, QR Codes, IVR, Facebook & TwiRer
๏ Free trial: www.msgme.com๏ API suite: developer.msgme.com๏ Custom applica=on development๏ Short code provisioning, cer=fica=on
& audit management
Msgme
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Growth of digital marketing in the U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652$4,995
$4,217$3,453
$2,760$2,119
$1,590$2,468$2,262$2,066$1,875$1,694$1,510
Email marke,ngSocial media marke,ngMobile marke,ng
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)
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How to create an excellent call to ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific strategy
5. Takeaways
Objectives for today’s webinar
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Call to action: Armani
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Failure to comply with the regula,ons set forth by CTIA, the Mobile Marke,ng Associa,on and carriers can result in suspension of a short code and monetary fines.
Compliance
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1. The phrase “Message and Data Rates May Apply” presented one line above or below the call-‐to-‐ac,on
2. The frequency of messages sent per month clearly adver,sed (e.g. 10 messages will be sent per month)
3. Opt-‐out instruc,ons (e.g. Text STOP to unsubscribe)
4. Help instruc,ons (e.g. Text HELP for help)
5. List of supported carriers easily accessible.
• 1-‐4 equivalent info needed in opt-‐in confirm message
Basic components of compliance
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Call to action: Creative Recreation
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• Subscrip,on campaigns need all components of CTA compliance
• Sweepstakes campaigns need a URL to the official rules
• Premium content campaigns need to be double opt-‐in
*Check if you don’t know
Compliance depends on campaign type
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Rules change all the time
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How to create an excellent call to ac,on:
1. Compliance
2. Incen/ves
3. Clarity
4. Mobile-‐specific strategy
5. Takeaways
Objectives for today’s webinar
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Call to action: Toyota
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• Mobile phone is a very personal medium
• Technology for technology sake does not appeal to the majority of consumers
• Clear incen,ves a_ract new consumers
• Nothing new
Calls to action need incentives
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Incentives can be monetary
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Key factors to focus on:
• Access
• Time
• Privilege
• Interest
Incentives can be non-‐monetary
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Incentives/participation correlation
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Incentives sweet spot
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How to create an excellent call to ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific strategy
5. Takeaways
Objectives for today’s webinar
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Call to action: Johnny Rockets
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• Aside from incen,ves, user error and confusion are the biggest reasons calls to ac,on fail to engage consumers
The importance of clarity
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Highlight the key SMS components
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Avoid burying the CTA
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Make sure people don’t have to guess
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• Oversimplify user commands (e.g. quota,on marks, similar characters)
• Avoid phrases that would fall vic,m to autocorrect
• Include SMS CTA across mul,ple pieces of marke,ng collateral
Creating clarity
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How to create an excellent call to ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific strategy
5. Takeaways
Objectives for today’s webinar
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SMS CTAs require the use of cell phones
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• Using an SMS CTA in an area without cell phone service
• Using SMS to link to a non-‐mobile site
• Using SMS as a way to link to a website -‐ and that’s it
• Failing to capture metadata for targe,ng
Some common mistakes
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Remember: SMS is interactive and immediate
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How to create an excellent call to ac,on:
1. Compliance
2. Incen,ves
3. Clarity
4. Mobile-‐specific strategy
5. Takeaways
Objectives for today’s webinar
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Best practice: SMS is mobile glue
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Best practice: cross-‐channel
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Best practice: SMS requires a secret sauce
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CTA Case study: BARTCampaign Overview:
• Plan: BART wanted to engage new riders through emerging media channel
• Strategy: text-‐to-‐win campaign promoted during “Try BART Week” geared toward encouraging new riders
Results:
• BART Chief Communica,ons Officer, Linton Johnson:
(Full case study can be downloaded from www.msgme.com)
You couldn’t buy that much good press or goodwill from customers ... Nearly every day that week we were in the news and that contributed to the healthy increase in ridership. Our goal now is to keep those customers, and it looks good - ridership was up vs. last year.”
“
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Quick note on QR codes
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Effective CTAs need four ingredients and a secret sauce
1. Compliance
2. Incentives
3. Clarity
4. Mobile Strategy
* Brand Strategy
Key Takeaways
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You make the call -‐ WildHorsePreservation.org
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You make the call -‐ V
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You make the call -‐ State Farm
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You make the call -‐ Taco Bell
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You make the call -‐ MGM
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For more informa,on visit www.msgme.com
Or contact us directly: marke,[email protected]
More industry informa,on available on our blog @ blog.msgme.com
View our CTA gallery @ h_p://artoghecta.com/
Any Questions?