SMS and Email marketing

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SMS and E-mail marketing

• CaseDirector SA (PTY) Ltd

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The future is now

• By 2007, Campaign management solutions will use
  electronic, customer aware channels to enable
  marketers to react to, redefine and anticipate
  customer needs online and off Gartner
  research 2006.

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Facts

• SMS marketing generates 10 plus response rates.
• Immediate brand in hand
• Targeted Age, gender, postcode.
• Viral customers forward SMS and email.
• Over 36 of SME businesses plan to promote their
  business through SMS in 2006, and over 72 of
  those who have already used this service reported
  a revenue increase. (sourcetextalert.com0
• USA businesses consider SMS most useful in
  reaching the 18-27 age group.
• Reduces campaign costs.
• Increased customer retention.
• No real set-up costs
• Ability to generate response in hours rather than
  weeks.
• Direct customer contact for circa ZAR 0.50!

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SMS marketing examples.

• gtShow this SMS today between 6pm and 8pm and
  receive a glass of white wine or large coca-cola
  FREE at bar Rock, the bar with more!lt - bars and
  nightclubs
• gtForget the washing up!! Book dinner this Tuesday
  or Wednesday and receive a free bottle of wine.
  Oh, and we do the washing up.Perfect Pizzalt -
  restaurants and cafes
• gtSales meeting at 8am sharp tomorrow. Please
  bring last weeks results and this weeks
  forecastcoffee and donuts on me. Sallylt - Sales
  team and office communication
• gt Your cell phone talk plan expires in four days
  time, the latest Nokia is waiting for you, just
  call to pick up.Cellulandlt Retail stores
• gtOur records show that you read Wilbur Smith and
  we just wanted to let you know his new book is
  out on Thursday. Show this SMS and get a special
  edition.lt Retail stores

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Practical example for email marketing

• Sytner (London) a large UK BMW dealership
  developed a vibrant email with the emphasis on
  the new 3 series.
• Sytner received a surprisingly high consumer
  uptake from this email and excellent ROI.
• Target customer base 3500 recipients
• Email open rate 40 unique opens
• Click thru rate 15
• BMW test drives 3 arranged
• No. of vehicles sold 2 cars
• Therefore increased customer retention.
• Increase in vehicle sales
• Enhanced awareness of the dealership
• Expand customer offerings (New/used vehicle
  promotions, dealership events)

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Costs

• A worldwide Gartner survey revealed that across
  Europe and USA a typical direct mailing costs ZAR
  1400 per contact.
• Typical cost of email/SMS marketing is ZAR 0.50
  per targeted contact.

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SMS case studies

• The Hilton Hotel Group has successfully used SMS
  messaging to increase guest numbers to its hotels
  and build customer loyalty. The hotel sent out
  important marketing messages such as specials and
  promotions directly to its members mobile phone
  handsets. SMS allowed the hotel to get the
  messages out instantly and at the most
  appropriate time of day. The use of SMS as a
  direct marketing tool resulted in a 10-25 uptake
  of offers sent out by the hotel and proved to be
  an integral part of its direct marketing and
  loyalty strategy.
• An SMS project in Sweden called e-street signed
  up 2500 cell phone users in the town of Lulea to
  receive SMS messages of special offers from 150
  local companies. After the volunteers were sent
  an SMS for a McDonalds burger offer, 25 of the
  targeted users took up the offer. The McDonalds
  in question broke its turnover records during the
  test period, and it jumped to the top of the
  McDonalds league table in Sweden.

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Recommendation

• Utilise Ezeecontact for the smaller user
• Allow SMSretailsystems to build you a bespoke
  application for corporates with a 50 cost share
  (based on 36 month SMS contract)
• Contact Robbie Stammers (Sales) or Simon Hebe
  (CEO) 021 762 7487