Hi, I'm Derek Johnson with tatango.com, and today I am talking about opt-in incentives.
How to set up a text messaging campaign to properly distribute opt-in incentives to new
customers and make sure those customers that try to abuse the opt-in incentive, cannot.
So I'm gonna show you how we set up text messaging campaigns at Tatango.
Now, one of the key components to text message marketing is offering an opt-in incentive.
By offering some sort of incentive like an offer, a promotion, or a coupon for new subscribers,
it's going to be really the best way to grow your SMS subscriber database.
But, you wanna make sure that those small amount of customers that will try to abuse
the opt-in incentive, can't.
And I'm gonna show you how we, here at Tatango, set up text message marketing campaigns for
our clients to make sure that those small amount of customers cannot abuse an opt-in
incentive.
So first off, what I'm gonna do is I'm gonna opt-in as a consumer.
I'm going to text a keyword to a short code.
I'm going to receive the double opt-in message, which requires me to reply, "Yes," to formally
opt-in to the text messaging campaign.
And once I reply, "Yes," then I'm opted-in to the text message marketing campaign.
Then...
So first off, I'm gonna receive a confirmation message, which I like to call the legal confirmation
message.
It's a bunch of just legal stuff.
Then immediately after the initial opt-in, that's very important, the initial opt-in,
so the first time the consumer is opting-in, I want to send my opt-in incentive.
I don't wanna send this one minute later or 24 hours later.
I wanna send this immediately.
If you're promising it to the customers, you don't wanna delay what you're supposed to
send them because they'll think the system is broken and there's an issue.
So as you can read here, it says, "Thanks for joining our mobile club.
Use the code," and that code, "to receive 20% off in-store, or online."
So a consumer now, can take that code and save 20% off.
And that is part of the reason why they gave up their phone number to the brand.
Is not only to receive future text messages, but they're incentivized because of this one
offer.
After they opted-in, they would get this one good offer.
So what we see though, at Tatango and with our clients, is consumers are smart.
So if you're giving a really good offer, they'll assume that they could text the keyword, "Join5,"
again and get the offer a second time because, essentially, they're joining the campaign
again.
So what you wanna do, as a brand, if I can get this right here, as a brand is when they're
already subscribed to the SMS marketing campaign and they text the keyword again to your SMS
shortcode, you wanna make sure that you have an already subscribed message or a prompt
ready to go.
So, for example, here at Tatango, we use, put the brand name, "You are already subscribed
to this campaign."
So that essentially tells the consumer that, you know, sorry you can't receive, you know,
the text message again, the text message offer, because you're already subscribed to the campaign.
So that's a certain amount of customers will try that, to get that opt-in incentive a second,
third, or fourth time.
Now, a certain percentage of those people will try a different method to get that 20%
off again.
What they'll do is they will go, okay, it says right here, "You are already subscribed
to this campaign," so what they'll think is, well, what if I opt-out of the campaign.
So I reply, "Stop," to that message.
Now, I'm opted-out of the campaign.
Now, I'm going to rejoin the campaign by texting this keyword to the short code again.
Again, the double opt-in message here, reply, "Yes," so I'm not opted-in yet.
I reply, "Yes."
And, again, just like the first time, I receive a confirmation message with a bunch of legal
stuff.
And then immediately after, I receive a different message.
The first message I received was this one, "Thanks for joining our mobile club.
Use the code to receive 20% off in-store, or online."
This message is different though.
This says, "Thanks for rejoining our mobile club.
It looks like you've already received this promotion but stay subscribed for future promotions."
So what we've done here at Tatango is we have a message set up to send after opt-in, but
it's only sent after the initial opt-in.
That was the first message that we saw.
Then this message right here is, again, sent after opt-in but it's sent after non-initial
opt-ins.
So if they opt-in a second time, third, fourth, any amount of times after the initial opt-in,
they're going to receive this message.
So, essentially, these two methods will prevent consumers from abusing the opt-in promotion
that your brand is giving to consumers when they give up their phone number.
But you wanna make sure that the consumer cannot use that coupon or opt-in multiple
times and receive multiple coupons.
And these two methods and strategy are best practices for how to prevent that and make
sure your text message marketing campaign goes off without a hitch.