With automatic spam detectors and an increasing reliance on alternatives like WhatsApp, it’s easy for brands to assume that SMS marketing is dead in the water. Even if you send that stuff out, who could possibly read it?
Quite a few people according to a recent Forbes survey which uncovered that SMS has an average open rate of around 98% and a subsequent click-through rate of roughly 19%. To put that into context, email open rates rarely breach the 25% mark, meaning that there’s very much a place for text in modern marketing campaigns.
If you don’t believe us, then keep on reading for 10 fantastic examples of the best text campaigns we’ve seen in recent years.
Nike
Nobody puts Nike in a corner. Certainly not SMS campaigns which have consistently hit the mark. This iconic sports brand has enjoyed more than 400% revenue increases off the back of mass SMS campaigns that have included customized ‘notify me prompts’, as well as messages that have served to keep customers informed about limited-edition releases, personalised offers, and more. That’s a sure example of Nike showing us to ‘Just do it’, SMS style.
Starbucks
Starbucks is consistently hitting top spots for its unique marketing efforts (name on the cup, anyone?), and SMS is no exception. In fact, Starbucks is the best example we’ve seen of how text can work in correlation with other marketing channels thanks to emails that prompted consumers to text ‘HAPPY’ to opt into SMS in the lead-up to Frappuccino Happy Hour. This is a stellar example of subtle but effective SMS compliance that also allowed Starbucks to foster immediate, effective consumer relationships with both a new and existing crowd.
IKEA
IKEA of flat-packed furniture fame has also succeeded on the SMS front, and these guys have gone above and beyond basic brand updates. IKEA’s texts instead focus on offering valuable design inspo and DIY tips, all using numbers collected via in-store screens. IKEA is also providing a first-hand look at great SMS customized targeting, with messages and offers tailored towards different territories at all times.
Anthropologie
Anthropologie’s luxury fashions are a cut above the rest, and it seems their SMS campaigns are, too. Instead of fancy gimmicks or smart campaigns, Anthropologie is going right down the middle with solid text marketing that includes holiday sales discounts and new product drops, all with the benefit of a 10% discount for anyone who signs up.
Domino’s
Do you know how your mouth starts watering whenever you see an ad for Domino’s Pizza? Well, try getting an SMS from your favourite pizza takeout in the middle of the day. It’s as frustratingly tempting as it sounds, and Domino’s certainly know how to text dirty (or, in other words, well). Language choices, alone, are designed to lead the way to pizza delivery, while segmentation techniques also work to ensure tailored local discounts that no one could resist.
HBO
Text messages? From HBO? Yes, really. The leading entertainment network that brought you hit shows including Game of Thrones and The Sopranos also knows a thing or two about marketing, and SMS plays a big part in that. While other studios remain completely behind the scenes, HBO has built its brand via techniques like text message updates for new shows, and the SMS show teasers that notably built hype during the leadup to the last season of Game of Thrones and Gossip Girl. Video sneak peeks alone have earned these guys more than 70,000 subscribers for individual campaigns.
Sakuraco
Japanese snack subscription, Sakuraco, has implemented something we love to see – experimental text marketing! Far from simply marching ahead, these guys have used SMS as a way to A/B test offers to a UK audience, such as whether percentage or cash-off offers land best. This is a great way to not only drive sales but also make the most of the direct audience that, let’s be honest, you can only really get via text.
FLOWERBX
Last-minute gift purchases are always stressful, but flower delivery brand, FLOWERBX, has been using geo-targeted SMS to reduce that burden a little. Their ‘final call’ messages in the leadup to shipping cut-offs around Valentine’s Day were tailored depending on the time zones of individual customers. This is great personalisation, and it also served to provide in-pocket immediacy that would have seen panicked customers instantly clicking ‘buy’.
David’s Bridal
Bridal wear brand, David’s Bridal might not be as recognisable as some names on this list, but its innovative approach to SMS is still well worth a mention. Forget promotional text messages that float out to the ether – David’s Bridal is all about two-way communication. And it’s frankly genius. Far from just going in for the sale, this brand’s in-house bot SMS offerings stand in for social media by actively encouraging responses that build each client’s data profile. SMS prompts serve to get a feel for what each customer is looking for, and make it way more likely that David’s Bridal can deliver.
Beautylish
Of all the brands we’ve discussed, San Francisco-based beauty retailer, Beautlish, is probably doing the most with SMS right now. These guys really are ticking all of the text boxes, with interactive personalised message marketing that prioritises pure promotion, real-time delivery alerts, and conversation/feedback. All of which serves to ensure smooth shopping processes that significantly increase customer satisfaction and drive sales.
Takeaway: The Text Message Low-Down
If you thought text message marketing was a no-go, then think again. This is a marketing method that’s only just coming into its own, and it’s gaining momentum at a pretty fast pace. Hence why some of the best brands in the world are currently putting it to good use.
From advertising product discounts to just getting a feel for what your customers like, you shouldn’t just ask for email addresses anymore – you also want to get their number! Simply make sure that you’re always working within SMS compliance guidelines, and that you’re implementing methods including geo-targeting and personalisation to make this technique work.
