SMS, or text messaging, allows brands to invite consumers to opt-in to receive promotional content via short text messages of up to 160 characters. Effective SMS campaigns have open rates of around 98% and are viewed within 15 minutes. Campaigns should have clear goals and provide unique, valuable content to incentivize consumers to opt-in. A case study of a Domino's SMS campaign found it was able to reach 500 students at a sporting event, resulting in 125 orders and nearly 2,000 new Facebook fans. Legal SMS campaigns require opt-in consent and must provide an easy opt-out method to comply with regulations.

1. Using SMS
Mobile Communication: Section 1

2. What is SMS?
 Short Message Service (SMS), commonly referred to as
“texting”, is a way to send messages up to 160 characters
between cell phones or other devices
 The messages can be stored and viewed later
 It is the standard used by most cell phone networks
 In 2000, fewer than 20 billion messages were sent, by 2010
that number had grown to 6.1 trillion

3. SMS Uses
 Mass Messaging
 Alerts and Notifications
 Event Interactions
 In-store Promotions and
Mobile Couponing
 Mobile Marketing Opt-ins
 Keyword actions

4. Setting the Stage
SMS allows brands to invite consumers to opt-in to receive
content whether it be a message, coupon code or hyperlinks.
 Effective: Open rates for text messages are around 98%
 iPhone users are generally more open to receiving SMS
campaigns
 Timely: Most texts are viewed within 15 minutes and
responded to within the hour
 Content is King: consumers opt-in because they expect
unique, valuable or exclusive content

5. Creating a SMS Campaign
 Goals: determine what you want your
campaign to accomplish – Increase traffic,
social media engagement, sales
 Secure a short code: the four to six digit
number customers will text to ‘opt-in’ and
receive your branded message
 Designate a keyword: the brief message
customers send to the short code
 Audience andTimeline:Who is the
campaign for?When is the best time to
make them aware of the offer?

6. SMS Case Study: Dominos
 Goal: grow local Domino’s Facebook
group, sell pizzas
 Audience: students at sporting events
 Message (delivered in arena): “49er Fans
get 50% OFF ALL MENU PRICE PIZZAS &
Bread SidesAll dayTODAY for playoffs!
Coupon Code (FACE50)”
 Coupon codes and FB metrics made it
possible to measure effectiveness
 Effectiveness: Each message reached 500
students resulting in 125 orders. FB group
collected nearly 2,000 fansCase Study by EZtexting

7. Due Diligence
Essential practices for running a legal SMS marketing campaign:
 Must Have Permission – customers must “opt-in” before being
contacted by SMS.Can be done through use of keywords, in-store
signup etc.
 Opt-out Available – the customer must be allowed to discontinue
messaging at any time. Placing a keyword like “No” or “Stop” is
recommended.
 IdentifyYourself – the recipient must be able to distinguish who is
sending the message and why.
 Keep it Short – don’t forget you only have 160 characters

8. Texting Laws: Do not break
 Telephone Consumer Protection Act (TCPA): regulate texts
using auto-dialers. Customers must give consent to receive
text -> Opt-in
 Applies to all numbers, regardless of Do-Not-Call list
 CAN-SPAM Act: defines commercial messages as those that
primarily advertise or promote a commercial product or
good.
 Sender must be clearly identified
 Opt-out must be free and easily accessible

9. Section 1 Complete!
Next Section: Push Notifications