One of the most common questions we get here at http://www.tatango.com from brands using SMS marketing is what should they be sending their customers? We've created this free SMS marketing webinar to answer this question. Watch a recorded version of the webinar here: http://get.tatango.com/webinar-sms-advertising If you're interested in reading more about how to create the perfect SMS promotions to send to your customers, be sure to download our free guide on this topic here: http://get.tatango.com/guide-sms-messaging Also, check out our free template to sending perfect SMS promotions here: http://get.tatango.com/sms-coupon-template

1. © 2014 Tatango, Inc. All rights reserved.
Creating Effective SMS Promotions

2. © 2014 Tatango, Inc. All rights reserved.
Presenters
Derek Johnson - Tatango - @thederekjohnson
Derek Johnson is the founder and CEO of Tatango. He’s been
helping businesses with their SMS marketing strategies for the
last seven years.

3. © 2014 Tatango, Inc. All rights reserved.
Table of Contents
● Messaging Objectives
● Offer Types
● When to Send
● Longer Isn’t Better
● Who’s There?
● Structuring the SMS Message
● Get Me Outta Here!
● Link It Up
● Can You Hear Me Now?
● Personalization
● Expiration Date
● Redemption Instructions

4. © 2014 Tatango, Inc. All rights reserved.
Messaging Objectives

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Offer Types

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Price-Based Offers
● BOGO (Buy-One-Get-One)
o 68% consumer preference
o “Holds the most value”

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Price-Based Offers
● % Off
o 22% consumer preference
o “Wasn’t mentally as appealing”

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Price-Based Offers
● Free with Purchase
o 6% consumer preference
o “For items that held little value”

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When to Send
Not Too Early, Not Too Late

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TCPA Restrictions
● No sending before 8 A.M in subscriber’s own time zone.
● No sending after 9 P.M. in subscriber’s own time zone.

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Now That’s Fast!

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Avoiding Rush Hour

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Weekdays VS Weekends
● Retail
o Weekend Opt-Out Rate - 8.5%
o Weekday Opt-Out Rate - 1.8%
● Restaurants
o Weekend Opt-Out Rate - 4.75%
o Weekday Opt-Out Rate - 1.85%

14. © 2014 Tatango, Inc. All rights reserved.
Longer Isn’t Better

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Who’s There?
● “Chipotle: Save 50% off your next purchase...”
● “Save 50% off your next purchase at Chipotle...”

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Structuring the SMS Message

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Get Me Outta Here!
● STOP, END, CANCEL, UNSUBSCRIBE, or QUIT
● The CTIA actually says that "recurring programs must promote opt-out
instructions at regular intervals in content or service messages, at least
once per month."

18. © 2014 Tatango, Inc. All rights reserved.
Link It Up
32% of brands use SMS marketing to drive website traffic.
● Make sure to tell customers why they’d want to click on the link in the text
message.
● Make sure wherever you’re linking to is mobile optimized, which means it
looks good on a mobile phone.
● If you’re going to use a link shortener, we recommend bit.ly, as most
mobile phone operating systems recognize these shortened links, where
other shortened links may not be recognized as actual hyperlinks, meaning
the customer can’t click on them.

19. © 2014 Tatango, Inc. All rights reserved.
Can You Hear Me Now?
● Before you send a text message promotion
to your SMS subscribers asking them to
click-to-call, we recommend using a service
like LogMyCalls (www.logmycalls.com)

20. © 2014 Tatango, Inc. All rights reserved.
Personalization
● e-tailing Group and MyBuys found that
46% of consumers would be more likely
to buy from retailers who personalized
their experience with that brand.
● 66% of consumers expected a more
personalized experience if they were
part of a loyalty program.

21. © 2014 Tatango, Inc. All rights reserved.
Expiration Date

22. © 2014 Tatango, Inc. All rights reserved.
Redemption Instructions

23. Questions?
Derek Johnson
CEO
Tatango
@thederekjohnson
derek@tatango.com
© 2014 Tatango, Inc. All rights reserved.