At Tatango, we always advise our clients to advertise their text messaging campaigns in as many places as possible. A good example of a brand that is doing just that is Express, using the SMS short code 397737.
To see more SMS marketing examples from Express, check out their profile on SMS Archives.
Below are some of the many different Express text message advertisements that we’ve found. As you can see, Express commonly uses different SMS keywords for different SMS promotions, or to track opt-ins or engagement from different advertising sources. The one thing that is consistent is their use of their dedicated short code 397737.
Text “START” to 397737
Express is an American fashion retailer that caters mainly to young men and women. In this example, Express advertises the SMS keyword “START” in-store for subscribers to text to opt-in. When subscribers text the keyword “START” to 397737, they receive 15% off their first purchase.
Text “STYLE” to 397737
Advertising SMS keywords for text messaging campaigns in various channels help reach a broad and varied audience. In this example, Express advertises its keyword, “STYLE”, on a disposable card distributed in-store to promote their STYLE campaign. To opt-in, users can text “STYLE” to 397737 to receive three discount options to redeem.
Text “HOTNESS” to 397737
Express not only advertises their SMS campaigns through print media in-store, but also uses digital channels to distribute its offers. In this example, Express uses its Facebook page to promote its keyword “HOTNESS”. To opt-in to Express’s “HOTNESS” text message program, users can text the keyword “HOTNESS” to 397737 to receive 30% off.
Text “FBOFFER” to 397737
Similar to the previous post, Express uses its Facebook page to advertise its keyword campaign, “FBOFFER”. To opt-in to Express’s “FBOFFER” text message program, users can text the keyword “FBOFFER” to 397737 to receive 20% off their next order.
The varied use of keywords makes it clear to Express who opted in from which channel, showing which campaigns are most effective at driving new subscribers to their text message marketing program; for example, it’s obvious that “FBOFFER” came from this Facebook offer.
Text “START” to 397737
In this example, Express uses its Twitter account to advertise its keyword campaign, “START”. To opt-in to Express’s “START” text message program, users can text the keyword “START” to 397737 to receive 15% off their next order.
Text “NEW” to 397737
In this example, Express advertises its keyword, “NEW”, on a disposable card distributed in-store to promote their NEW campaign. To increase sign up incentives, users can text “NEW” to 397737 to receive three discount options to redeem.
Text “GIFTCARD” to 397737
In this example, Express uses its advertising efforts for two objectives: for users to opt-into their SMS program, and for users to link their EXPRESS NEXT account to their apple wallet. To increase incentive, Express offers a $5 bonus reward when subscribers text the keyword “GIFTCARD” to 397737.
Text “APPLY” to 397737
In this example, Express uses its text message program for text message recruiting. Instead of advertising a long URL to their website career page, Express advertises the simple call to action, “text APPLY to 397737”. After texting “APPLY” to the SMS short code 397737, a prospective employee receives a text message with a link directing them to express.com/careers.
Text “HOLIDAY” to 397737
In this example, Express advertises its keyword, “HOLIDAY,” on a printed card distributed in-store to promote their HOLIDAY campaign. To opt-in to Express’s text message program, users can text the keyword “HOLIDAY” to 397737 to receive $40 off a $120 purchase.
Text “EXPRESS” to 397737
In this example, Express used a promotional sign outside its store to advertise its keyword campaign, “EXPRESS.” To subscribe to Express’s text message program, users can text the keyword “EXPRESS” to 397737 to receive 30% off their next order.
Text “TWOFFER” to 397737
Similar to a previous Twitter advertising example, Express used its Twitter account to advertise its keyword campaign “TWOFFER”. To opt-in to Express’s “TWOFFER” text message program, users can text the keyword “TWOFFER” to 397737 to receive 20% off their next order.
Text “JEFF” to 397737
In this example, Express collaborated with GQ to launch a text message polling campaign in which consumers could vote for their favorite entrepreneur for a chance to win a trip to New York City. Users could text “JEFF” to 397737 to vote for Jeff and to opt-in to receive future deals from Express.
Text “NYE” to 397737
In this example, Express uses digital media to advertise its Times Square trip giveaway campaign, “NYE in NYC.” To enter for the giveaway, users can text the keyword “NYE” to 397737. This is a great keyword because it’s short, to-the-point, and easy to recall.
Text “RUNWAY” to 397737
In this example, Express advertises its “Express Fashion Star Sweepstakes” campaign using various digital media outlets. To enter the sweepstakes, users can text the keyword “RUNWAY” to 397737 for a chance to win a 2013 Fiat 500 Turbo plus additional prizes.
Express SMS Terms & Conditions
You may be wondering how Express approaches their SMS terms and conditions disclosures. Below is an example.
By texting “ROCKS” to 397737 you will receive auto-dialed promotional text message alerts and coupons from Express. You may receive SMS or MMS messages. Users on networks that do not support MMS will receive SMS.
Msg & data rates may apply. Up to 12 autodialed messages per month. Consent to get texts not required/not a condition for purchase of goods/services. Text STOP to 397737 to cancel (confirmation text will be sent). For help, text HELP to 397737 or call 888-676-1918.
As you can see, Express commits to sending up to 12 text messages per month, or about one text message every few days. They also show subscribers how to clearly opt out, should they want to stop receiving Express text coupons.
In Summary: Express Text Message Marketing Alerts
Express sets a great example of a brand using various forms of advertising to promote their text messaging campaigns. By differentiating each campaign with unique keywords and call to actions, Express can better understand how each campaign performs and use this data to make better decisions about their future advertising efforts.
Throughout the examples, Express also uses its text message program in different ways. Express uses it for text message recruiting, discounts, polls, and rewards.
To jumpstart your own text message marketing campaigns, contact the text message marketing experts at Tatango.
