How Staples Is Optimizing Their In-Store SMS Advertising
Staples recently launched their new retail SMS marketing campaign, and so far they’ve been doing an amazing job in-store promoting it to their customers. Since Staples is doing such a good job with their in-store SMS advertising, we decided to list all of the reasons as to why they’re doing such a good job, in hopes that you can learn from their success.
The best example of Staples in-store SMS advertising is the following call-to-action found on each credit card reader at their checkout locations. Below the image, we’ve detailed all of the reasons as to why this in-store SMS advertisement has been so successful for Staples.
Below are all of the reasons as to why this in-store SMS advertisement has been so successful for Staples.
Opt-In Incentive: All good SMS advertising has to have an opt-in incentive. Why? Providing customers with an opt-in incentive in your SMS advertising increases opt-ins by 520%. Staples is advertising an opt-in incentive to customers of $5 off their next purchase of $25, which is an amazing opt-in incentive. Want to see how other brands are growing their SMS subscribers by advertising opt-in incentives, download our free guide on growing SMS subscribers.
Great Placement: Did you know that you can expect in-store SMS advertising to have a 2.3 – 3.2% opt-in rate? Yep, it’s true… For more information on average SMS marketing opt-in rates, see this post. Combine those in-store SMS advertising opt-in rates, with the fact that this opt-in incentive is being advertised within inches of customers spending their hard-earned cash at the checkout, and you can imagine that Staples opt-in rates would be much higher than average.
No Bait-N-Switch: There’s always a chance that when offering an opt-in incentive the brand creates a bait-n-switch scenario, which you can learn more about in this video. Staples does a great job in their SMS advertising to not create a bait-n-switch scenario for their customers, as they make it very clear, that by texting JOIN to 555444 to get $5 off their next purchase, the customer is also going to get exclusive SMS offers from Staples sent to their phone.
Keyword Selection: When it comes to SMS keywords, it’s always a good idea to keep them simple. By selecting “JOIN” as their SMS keyword, Staples is making it extremely easy for customers to opt-in. Want to make sure you’re selecting the best SMS keyword for your SMS advertising, make sure you download our free guide on selecting SMS keywords.
Short Code Selection: Staples is using a vanity SMS short code in their SMS advertising, and just like how they selected their SMS keyword, they’re trying to make the opt-in process as easy as possible for the customer. By selecting a vanity short code such as 555444, Staples is assuring that customers won’t have a hard time recalling the short code when entering it into their mobile phone.
Hopefully, you’ve learned something from how Staples has been able to optimize their in-store SMS advertising, and you can take what you’ve learned to optimize your own in-store SMS advertising.