Case Study: Growing Your Marketable Audience through SMS

The Challenge

A national QSR wanted to grow their marketing list while implementing a new channel to supplement email marketing.

The Solution

The chain deployed an SMS program in May 2015 and promoted it in-store with POP advertising.  With a 98% open rate and a 45% response rate, SMS messages have become a critical communication channel for consumers and an increasingly valuable opportunity for marketers. There are an estimated 7.4 billion global mobile subscriptions and the average mobile phone user checks their phone 150 times a day. More than just the opportunity to engage customers, adding SMS gives marketers another set of interactions to provide data on the behavior and preferences of guests and an opportunity to grow their contactable lists.

The Results

In the 18 months since the implementation of the SMS program, the client grew their total list of contactable addresses by 244,895, with SMS contributing 150,575.

Over the last six months of evaluation (when the SMS list first reached the size of the email list at the beginning of SMS implementation) SMS list growth continued to outpace email list growth.