Comparing SMS responses Across Different Media

General Conclusions

Opening SMS as an inbound marketing channel makes your company accessible to the widest audience, which in turn generates an increase in the response rates of your current advertising mediums.

Introduction

• SMS Response channel was used on a number of advertising campaigns
• SMS is placed alongside a unique contact centre number
• Requirement to further understand the effect of SMS across a range of media
• Tested SMS vs Contact Centre:
• DM
• Ambient
• Press

Results

• Tens of thousands of responses managed via SMS
• Tens of thousands of validated postal addresses were collected by SMS in press and ambient format
• 99% of all respondent’s address data was validated automatically
• In press nearly 40% of respondents chose to respond by SMS, 25% ambient and only 5% by DM
• People who responded by SMS are more affluent and younger (43 years against 54 for phone)
• Over 20% of respondents signed up to receive further information text alerts or e-mails
• Over 50% of responses were outside of traditional contact centre hours (8am-8pm)
• Overall 50% more consumers chose to respond by SMS

Summary

• SMS is a universal medium
• Large volumes from a wide group of consumers, e.g. in press advertising over 25% of respondents were older than 55!
• SMS response works best in broadcast media, e.g. TV, Radio, Press and Outdoor
• SMS produced an incremental increase in overall response levels
• The demographics of the SMS respondents contrasts greatly with phone respondents
• Managing response via SMS produces considerable cost savings
• Unlike other automated solutions (IVR & Touch Tone), SMS is welcomed by consumers

Key Conclusions

• Consumers would rather send an SMS in response to advertising than phone a contact centre
• A large proportion of advertising is consumed outside of contact centre hours 
• Managing responses via SMS offers considerable cost savings
• Handle response spikes without lost conversations
• Accurate measurement of response rates without unique phone numbers
• Further analysis using media expenditure (including TV spot costs) will allow more effective media planning for future campaigns

Poster Vs Press

Objectives

Test the responsiveness of Outdoor vs Press media using SMS.

Methodology

• Use similar creative in 6-sheet posters and regional press.
• Track exact response figures using unique keyword

Media Spend

• 6-sheet posters are 3 times more expensive than regional press

Results

• Thousands of responses were received allowing for robust analysis
• Volumes were almost identical across both media - however higher media spend on posters
• The types of respondents varied considerably for each medium. Poster respondents were significantly younger (average age 30 against 47 for press), more affluent and came from a far wider range of Mosaic groups
• In total, over 40% of responses were outside of standard contact centre hours 8am-8pm

Key Conclusions

• SMS is now a universal medium
• The average age of press respondents was 47 and included a wide range of Mosaic groups
• Posters, while primarily a brand awareness tool, deliver significant response rates when using SMS
• giving consumers the option to discreetly respond, on impulse, 24 hours a day changes the nature of Outdoor advertising
• The cost of eliciting a response from 18-25 years olds and consumers earning 30-40k per annum was almost equal between press and poster

Demonstration

If you haven’t yet seen how simple, quick and effective txt2mail is, simply text the word EMAIL followed by your email address to 82540. For example:
EMAIL joe.bloggs@mppglobal.com.

Further Information

To request more information text EMAIL followed by your email address to 82540! Alternatively, you can call 0870 099 2118 to discuss your business requirements.