driving response by sms

Background

XYZdirect were briefed to develop a mobile response mechanic for a Direct Mail pack. The benefits of receiving responses digital are 2 fold:

• Digitally received information can be populated directly into a database for future marketing
• Digitally received information can be used immediately to continue the dialogue with the prospect, delivering cost efficiencies and a succinct "conversation"

	Objective: Objective: To drive sign ups to the Monthly email newsletter "insights".

Strategy
XYZdirect used in bound SMS as a response mechanic on the Direct Mail pack. This made response simple, quick and cost effective.

Respondents where asked to simply SMS their email address to a unique number to register for the newsletter.

On receipt of the email address an email message was immediately sent to the address to continue the dialogue and request the respondent provide further details. This request was incentivised via a prize draw promotion.