Optimizing Customer Opt-Ins; Preparing for Customer Interaction via SMS/Text Messaging

7/8/09

SMS/text messaging is no longer a communication channel reserved for teenage gossip and abbreviated conversations. Text messaging is proving to be an extremely valuable marketing channel and helping an increasing number of companies turn customer interactions into revenue generating transactions.

As companies attempt to augment their current customer communication strategies to fully leverage the hottest customer communication channel available, they're quickly recognizing there's a good deal of preparation that needs to take place prior to sending out the first message.

One guideline that some businesses tend to overlook when preparing to enter the mobile playing field is the requirement that business-to-consumer text messaging is dependent upon the customer Opting-In to receive messages. This means companies need to acquire current and potential customers' permission to communicate with them via text messaging. And they have to do it in a way separate from an outbound text message to customers asking if they would like to receive future text messages.

There are two main ways to gain customer Opt-Ins:

Drive an inbound text message from the consumer in response to an advertised incentive (see below for recommended channels to convey the call-to-action, as well as sample incentives)
Incorporate Opt-In language into customer agreement contracts -- immediately securing customers' Opt-Ins at contract acceptance, and without an inbound text message from the customer

No matter which way you secure customer Opt-Ins, it must be in a clearly auditable manner.

Since consumers are already subject to thousands of advertisements via a wide array of communication channels each day, there are countless opportunities to integrate an incented Opt-In offer within current advertising materials. Here are a few examples:

Direct Mail/ Print Materials (statements, direct mail advertisements, magazines, etc.)
Email
Point of Sale
Events (concerts, sporting events, etc.)
Out-of-Home Advertising (billboards, signs, etc.)
Broadcast Advertising (TV & radio commercials, on air mentions, etc.)
Web Advertising (messaging on banner ads or included within website content)

Beyond simply delivering the message to customers is the importance of a strong call to action. There must be perceived value in receiving text communications from your organization in order to compel the consumer to grant your organization access to send messages directly to their mobile device. Some example incentives that can be offered as a way to gain a customer's Opt-In include:

Mobile coupons sent directly to the customer's mobile device (numerical discount codes)
Entries into sweepstakes or contests
Inclusion in an exclusive VIP group that is always first-to-know about new offers and sales

SMS/text messaging is quickly becoming one of, if not the most preferred customer communication channel available for direct, concise communications. Thanks to the brief (maximum 160 characters in length, including spaces), one-to-one nature of text messages, customers place a good deal of consideration around which companies to allow access onto their personal mobile device.

If you're considering adding text messaging to your customer communication mix, here are three important factors to keep in mind:

Build your Opt-In list NOW!!!
Always give the recipient a clear path to Opt-Out
Bring value to each message (don't overwhelm customers with pointless messages; provide them with information and offers that build customer loyalty)

Evidence of companies' adoption of SMS/text messaging as a major channel for customer communication is already being witnessed within consumers' daily activities. As possibly the most direct customer interaction channel available today, the battle to gain customer Opt-Ins has already begun. Those companies considering SMS/text messaging need to begin preparing now, or risk finding themselves on the outside of an Opt'ed-In world.

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