Mobile Email Marketing Case Study

Dan Flanegan

CEO,

Brand Anywhere

Tuesday, March 17, 2009

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Mixing Email & Mobile

Goals

Execution

Results

Implementation

Recommendations & Suggestions

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Goals – 3 Questions to Answer

Determine subscriber preference

Email, mobile or both?

Build a viable mobile database

Can generate a significant active subscriber base?

Deliver value to the consumer

Does it do what email cannot?

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Execution – As Simple As Possible

Email creative is in line with current campaigns

Email promotion can stand alone

SMS call to action is secondary messaging

SMS opt-in keeps users in the experience

SMS confirmation is immediate

SMS confirmation is not overwhelming

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Execution – The Email

Compelling offer

Stands alone

Mobile opt-in is

additive

Mobile opt-in can be

tested on some or

all emails

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Execution – The Call to Action

SMS call to action is simple

Clearly communicates benefits

Exclusivity (or VIP status)

Promotions

Immediate and personal

Easy sign-up by clicking a link, not texting

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Execution – The Opt-In Page

More benefits

Low barrier to entry

Mobile number only

One click submit

HELP & STOP

command language

Fine print for wireless

carriers

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Execution – The SMS

Brand name in the

first line of the msg

Reinforce benefits

Repeat STOP &

HELP commands

Keep it short and

simple!

160 characters is a

blessing in disguise

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Results

A big success!

Not a case of one or the other

Preference? - Subscribers want both

60% mobile opt-in rate from email

Viable Database? YES!!!

SMS opt-out rates are below 3%

Delivering value? – Might argue more value than

email (immediate, intimate, portable)

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Implementation – Easier Than You’re Told

Talk to multiple mobile service providers

Don’t lease your own short code – Go shared!

Make sure they support web opt-in

Support for testing multiple media measurement

Email, Web, Print, Out of home, Broadcast

Understand costs if you do get BIG!

Keep it simple don’t fall for “the sexy”

Embrace utilitarian!

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Recommendations & Suggestions

Promote with a mobile sweepstakes entry

30% to 50% of entries will opt-in consistently

Message 2 to 3 times a month at most

Consistent messaging will drive down opt-outs

You have a shared or dedicated code… use it!

Test web, print, broadcast and out of home

Measure with unique keywords and source IDs

Use mobile to bridge the gap to email

Text in an email address, or deliver promotional

codes that can only be redeemed online!

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Credits/Thank You

Big Thanks to:

Curtis Rapp, SVP Sales & Marketing, Air2Web

Dan Flanegan, CEO Brand Anywhere

1-760-500-3609

dan@brandanywhere.com