The fools way to get better results from SMS marketing campaigns is to push for more subscribers, it’s a valid strategy but the intelligent man can do much better.

If you currently manage a 4% response rate (4% of people who get the SMS take advantage of your promotion), a better approach is to think about the 96% who didn’t take advantage, how can we motivate these people?

For example, if you send 1,000 SMS promoting your new range of designer sunglasses, a 1% response rate is equivalent to 10 sales. At £100 a pair your 10 sales could be worth £1,000.

So, let’s think about increasing that 1% to 2% and getting another £1,000 without increasing your database of subscribers.

1. Divide up your database

First thing to do is stop sending to all 1,000 people in one SMS broadcast.

Split the database into smaller units of 250. It doesn’t matter where or how you split your data, do it completely at random, but split it down into smaller chunks.

If you’re sending via textburst make 4 groups of contacts. That way we have 4 defined groups to test with and monitor the results.

By using smaller chunks of data you can test more variables and see what has the greatest effect.

2. Send at different intervals

For this test use the same message, but send it at different times. Different times of day, different times of the week, different times in the month.

It depends a little on what you’re promoting but instead of sending 1,000 SMS once a month, send 250 SMS once a week.

If you’re sending SMS once a week, try sending once a day.

Then watch the results closely. Do you get better results if you send on a particular day, or perhaps during a particular week?

If you get really poor results at certain times, stop sending at those times. If you’ve worked out the perfect week then try and work out the perfect day.

And don’t stop testing, different days, different times, you get the point.

3. Change the copy

I’ll assume you’re beginning to get the feel for the best time to send a text message. Now let’s try different copy in the message.

Following on from my Sunglasses example, let’s assume the original copy is:

“The new designer range of sunglasses is now in stock, get down to Sunglasses world and check em out.”

Some variants you could try are:

“Check out the new Designer Sunglasses range at Sunglasses World”

“Just in, New Designer Sunglasses at Sunglasses World, get them before the sun goes down!”

“Come to Sunglasses world this weekend and try our new Designer Sunglasses range”

I strongly recommend you read this article on How to Write Bulk SMS.

Your objective is to drop the messages that get the worst response. Then tweak the messages that get the best response, even a single word can make the difference.

It’s an iterative process that doesn’t stop, just keep dropping the ones that do the worst, and tweaking the ones that do the best.

In summary

Keep changing things, keep it fresh, keep trying different combinations of message content and times. Things change, people change, so too should your SMS Marketing.

A number of our customers have a large focus on students so it’s worth posting a link to this article on eMarketer.

A recent survey of undergraduate students not only shows 62% own a device with mobile web access but the increase from 2009’s 51% is staggering. Pretty soon they will all have some kind of smart phone.

How things have changed, the best I could manage at Uni was 10p a and trek to the phone box.

We did a successful brochure request via SMS a few years back for Salford Uni but since then it seems things have changed.

So what does this all mean?

Bulk SMS is already pretty big in the student community. But if you deal with, interact with, provide services to students then mobile optimised websites and apps for the iphone and android should be high on the list.

In this case I’m warning charities away from Premium Rate (reversed billed) text messaging to collect donations. For clarity this isn’t about normal every day, free to the recipient messaging.

A changing market

There have been some ground-breaking changes to the premium rate market in the last year in regard to how much of the money charged to a mobile user the network operators will share with the charities.

More revenue

We have seen 100% of the revenue passed to the charities in massive high profile campaigns such as red nose day.

We have also seen increased amounts of revenue passed down to charities if they use specific “charity” short codes. But the use of these codes is currently limited by very expensive setup costs. But let’s not get too excited about additional percentage revenue. Some of the networks still retain nearly 25% of the donation. Don’t forget, this is the donation the consumer made to your charity.

Tighter regulation

Then there’s the regulation, Phonepayplus are tightening up their rules, you ought to be getting prior approval for premium rate services to ensure you comply with the regulations. Even if an SMS supplier will do this for free don’t underestimate the time you’ll spend on this part alone. The last thing you want as a charity is a regulatory fine and being named and shamed on their publicly available list of adjudications. If you want to avoid this then you’d better be involved.

Will it be successful?

So let’s say you paid the setup fees for a specialist charity code to get a higher share of the revenue. Or perhaps even you chose not to pay for the additional revenue and you’re receiving what can be as little as 35% of the donation. Then is it really going to be worth it or are you better diverting your fund raising energies to other areas?

Clearly you need to work on a case by case basis and calculate the likelihood of success, but I can’t help but feel it’s a massive risk.

Please, prove me wrong

I’d love to hear of some really successful campaigns that are not by one of the big national/ international charities, and if you know then send it through and prove me wrong.

But for now, I’m not convinced.

Everyone’s got a TV as well, but it’s not always switched on. And even when it is switched on they might not be watching the channel your expensive advert is on.

2. Everyone’s got a mobile

And everyone has got a radio, but again it’s not always switched on. And even if it is on they might not be listening to the station your expensive advert is on.

3. Everyone’s got a mobile

They also have computers, but some only at work and we’re not at work 24/7 (well, most people anyway). And some only have a computer at home, and we’re not at home 24/7. And again, even when we are at home or at work, we might be watching TV or listening to the radio, and not watching the computer.

4. Everyone’s got a mobile

Sorry to sound repetitive, but are you with me now? Everyone has got a mobile, it’s always switched on, and it doesn’t have different channels. They are always messing with it, and if they’re not messing with it it’s in their pocket or on their desk. So when you decide to send your message out to them they are there, ready and waiting…for you.

Oh, and if they have a smart phone, which is after all, just a mini computer. They probably listen to the radio on it, watch TV and video on it, read the news on it, check the scores on it, check facebook, twitter, linkedin, shop on it, take photos on it, read maps, and on and on and hence why you need to be thinking about mobile.

Simples!

A blog about Mobile, Advertising and Social media. Its creator Murat Mutlu is also a user experience designer so logically (and thankfully) we get a nice looking easy to navigate site. Murat has worked in agencies with a whole host of well known brands and his credentials and experience help to produce and informative yet fun read.

If nothing else you should get up to speed with this kettle that tweets, or “twettle” concept. It’s already creating quite a buzz.

Run by Ewan Macleod a daily serving of news and opinion. Originally the site was SMS Text News but as the market changed so too did their focus. There is regular content about all aspects of the mobile industry but what we like most is unbiased opinion, and it comes in bucket loads.

Today they have over 250,000 readers, and well worth tuning into.

It’s far from the prettiest of sites but as a relative newcomer it’s worthy of mention and certainly a visit.

The site is created and run by Daniel Nordberg who is head of business development at Sony Ericsson and a board member of the European branch of the Mobile Marketing Association. So while he may not be the best graphic designer he’s certainly well connected in the industry and carries an inherent interest in market growth.

He posts successful and creative examples of mobile marketing campaigns. There is a good site index down the right hand side making it easy for you to find campaigns in your particular area of interest.

Not masses of opinion but a great source of inspiration.

Here’s a popular site with a global attitude. They cover all things mobile including campaigns, strategies, company reviews, news, tips and interviews.

Although there is a lot of big company news, Microsoft, Apple, AT&T etc there is also a good helping of small business information and success stories.

The picture is completed with a newsletter and links to free guides such as “Mobile Marketing Industry Glossary” Text Marketing to Cell Phone users” and “Mobile Web Developers Guide”

Another basic site that carries some great content. There is plenty of advertising but thankfully the simplistic design places the content firmly as the centre of attention.

There are stacks of updates containing, opinion, news, company wins, and campaigns in a scrollable format.

American based news and blog site dedicated to the mobile industry. Clearly it has a focus on USA based campaigns but you’ll find a whole range of articles and news in an easy to navigate format.

They also have daily news alert which some may find useful.

The only downside is the excess of online advertising detracts from the content, but I guess you’ve got to fund yourself somehow.

Part of the well known Techcrunch site this blog covers hardware software and services of the mobile industry.

This site does tend to have a large focus on hardware and in particular, smart phones. But many of you will find this useful to keep abreast of the ever changing handset market. Perhaps relevant to look at new features and functionality that you can leverage for mobile campaigns.

No prizes for originality on the name, but there is no doubt, it is what it says it is.

What we like is accompanying the news and campaigns are a series of Mobile Marketing tips and tutorials covering in the main, SMS & proximity marketing.

This kind of resource is great for clients doing some research of what can be achieved with mobile.

Summary

So there you have it 8 great mobile marketing blogs…

wait…

did I not say 10….

the truth is we struggled beyond 8 so have 2 remaining spots, so leave your suggestions below and we’ll have a look, see if we can fill the final 2.

Volvo

Their advert offered a brochure if you texted in. So I did.

I got a response, to which I replied with my address and postcode, they confirmed back by text, ”your brochure will be with you in a matter of days”.

It never arrived!

What did arrive was phone calls offering me test drives.

Being honest, not delivering the brochure isn’t a good start to my investigations, and following up with phone calls is a tad inconsistent with my chosen medium (SMS), but not the end of the world.

And far from Seat’s problems that I’ll detail below…

Kia

Next up was: KIA to 64118 and a response from 84118

“Welcome to the World of 7 Year Warranty from Kia. For a free Kia brochure, pls text your TITLE, FIRST NAME, SURNAME, HOUSE NO. & POSTCODE. Privacy:”

Why did the response come from a different number? Why do they need so much information, thought this was supposed to be easy? Oh forget it, I’m not interested in a 7 year warranty anymore!

Here’s my suggestion:

“Welcome to the home of the 7 Year Warranty from Kia. For a free brochure, reply with your NAME, HOUSE NO. & POSTCODE. Privacy:”

I’ve changed “World” to “Home”. This was to align correctly with their corporate message on their website, which seems logical.

Changed “pls text” to “reply with” because it’s instructional rather than a request and actually informs the consumer where to text to.

I also think just name, house no. and postcode, is fine for a mailing address. Consumers have only got 160 characters to reply with.

As for the response coming back from the same number you texted into. This ensures the consumer instantly recognises the source of the new message. And for smartphone users the two messages show consecutively in the same thread.

In truth I don’t think this is a bad example but can’t help but feel a little more thought could have improved brand consistency and increased the number who took up the brochure request.

Citroen C3

I then texted: NEWC3 to 64118 and, pleasingly received a response from the same shortcode.

“Thanks. For a New C3 brochure or test drive reply with your FULL NAME, HOUSE NO. & POSTCODE. We don’t spam.”

Great, this one’s consistent, and shorter!

But read on, it gets ugly…..

Seat Ibiza Cherub

I saw this great advert (see it here) and I texted: CHERUB to 84118.

The response I got was:

“Info in post. 4 a test drive rply TRIAL. Nearest: Citroen Manchester South, Cross St, M33 7JR, 01619690214. Others: 0800262262. 4 no news rply STOP”

What?

Citroen?

In the post?

I didn’t give them my address?

I requested info on a Seat Ibiza not a Citroen.

Again, why did it come from 64118 when I texted 84118?

This made no sense until I realised, this was on the same night I texted in for the Citroen C3 above. But crucially I didn’t send in my postcode or house number for the C3.

84118 and 64118 are the same service and they got mixed up what came from where.

When I texted ”CHERUB” to 84118 they thought I’d replied with my address and postcode for the Citroen.

They mixed up their shortcodes, keywords, and two very large car brands.

The service must have recognised my mobile number from the Citroen enquiry and bam “info in the post”!

My verdict: What can you say, I’ve not even got into the message structure and content, but promoting a competitors brand, I bet this wasn’t part of the brief!

Alfa Romeo

And finally, I watched an advert for an Alpha Romeo Mito.

Poised, mobile in hand, I waited for the shortcode and keyword.

But alas, it did not arrive.

They don’t use shortcodes on their adverts.

And this, I believe, is the biggest mistake of all.

The new definition is:

“A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

According to the MMA the crux of the new definition lies in two key parts:

1. The “set of practices” now includes “activities, institutions, processes, industry players, standards, advertising and media, promotions, direct response, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
2. To “engage” now means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, and be present at time of consumers expressed need.” Additionally, engagement can now be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).

Did you get that?

You can read the official article here

Here’s a few pointers…

Do

Think about interactivity and engagement rather than one way communication. Aim to create experiences and applications that people will find useful. One of the reasons applications are successful is they do something, rather than say something. This can be a different way of thinking for traditional marketers.

Don’t

Spam your customers. Think about what your customers would like, think carefully about the experiences that are relevant to them and will add value. Then target specifically rather than blanket message your whole database, quality is much better than quantity.

Do

Use timing to your advantage. Think carefully about the time of the year, the time of day, what is your audience doing now and what you are offering? If you want to drive a young audience to a night club then sending a message on a Friday is likely to achieve better results than a Monday.

Don’t

Believe that SMS is yesterday’s technology. Simple SMS campaigns are used very creatively to generate huge response. Research has shown that over 70% of people say SMS is the most important feature on their phone and SMS will account for 83% of all messaging revenues until 2013. You can’t ignore the fact that large forward thinking brands such as Kelloggs, Walkers, Heineken, Maltesers all use SMS in their campaigns.

Do

Think about response messaging rather than just one way messaging. For example by all car manufacturers offer consumers the change to receive a brochure just by texting a relevant word to a 5 digit shortcode. Not only does this provide a communication channel for viewers of the advert but the manufacturers collect valuable data. They can also measure the success of the adverts using the same data.

Don’t

Think of mobile in isolation. Today’s consumers interact with brands at multiple touchpoints. The most successful campaigns are integrated with other complimentary channels such as web, TV, radio, and press. Think about where consumers will view your message and what mechanism they are most likely to use to interact the brand, and ultimately, what you’ll do with the data you collect.

Do

Always always offer your mobile audience a way of opting out of receiving messages, such as sending the word “stop” to a shortcode or providing a customer services number. Not only will you avoid any complaints but you’ll ensure you database contains only those consumers who are interested in your product or service.

Of all these components, the technical capability of your chosen mobile partner is probably the most over looked. Mobile platforms vary across the industry; some smaller (and frighteningly not so small) mobile companies have nothing more than a couple of severs under the desk; larger and more technically orientated mobile marketing agencies may have their platform across multiple hosting sites, fully redundant functionality and 24/7 monitoring.

With big brand campaigns running into the millions of pounds, and mobile often at the core, it is worrying me how few brands or lead agencies actually undertake any form of technical due diligence on the chosen mobile partner. As Mobile Marketing moves beyond SMS to MMS, vouchering and WAP sites and Mobile Agencies start to stretch their technical capabilities it is important to ask some key questions to your chosen mobile partner:

• How secure is the mobile service?
• How reliable is the mobile service?
• Who actually owns the technology?
• What are the capacity and message throughput rates?
• What level of technical support and service monitoring is provided?

Just look at ITV, GMTV and the impact the recent scandals have had. It frightens me, that even in today’s nervy climate, how many brands are still running illegal competitions. For the avoidance of any legal action I will not mention names; however I recently read a very high circulation magazine that was running what some may see as an illegal competition. One of the major problems promoters face is the sheer volume of regulations and regulatory bodies.

In the UK alone you have advice, guidance and regulation from PhonePayPlus, ISP, CAP, ASA, OFCOM, Vodafone Code of Practice, Gambling Commission, The Information Commissioner and EU legislation. All cover slightly different areas, often overlapping and often conflicting, the result is a patchwork and somewhat confusing regulatory landscape. Rules can be different in Northern Ireland and then, if like a lot of FMCG brands, you operate in both the UK and ROI you also have to consider RegTel and the various other Irish bodies.

Add this to having to meet brand guidelines and you can see the potential minefield. When running a campaign, everyone’s reputation is on the line from the brand to the brand manager, the agencies and the account directors and managers and finally service providers. I don’t intend for this blog to put you off running campaigns, far from it, all I am suggesting is that you ensure you have the appropriate experience and compliance procedures in the supply chain to ensure you don’t end up as the lead story on the Ten O’clock News. I like to compare it to scuba diving, which in principle and practice is quite easy, however get it even slightly wrong and the results can be disastrous.

Which is why most people go diving with experienced professionals!