Text Message Marketing Case Studies

Papa Murphy’s Generates 17% SMS Redemption Rates

Wouldn’t it be cool if your text message campaign could see a 17 percent redemption rate on one of your promotions? That’s exactly what happened when Papa Murphy’s launched their text message marketing campaign back in 2010.

What’s even better is that Papa Murphy’s saw a sizable return on all of their text messaging campaigns over the course of six months, resulting in 11, 12, and 13 percent redemption rates. And that was just for the test market!

When Papa Murphy’s launched their text message campaign in Kansas City, the goal was to bring in more customers in more ways. By using the SMS keyword “MYPAPA” to the vanity SMS short code 95323 customers were rewarded with special text message deals up to four times a month.

Papa Murhpy's Text Message Campaign

Text message deals like a $5 Chicken Bacon Artichoke pizza generated redemption rates of more than 9 percent, while deals like a $5.55 taco pizza on Cinco De Mayo (5/5) generated redemption rates of 11.5 percent, and half-off pizzas generated redemption rates north of 12 percent.

But the highest redemption rates Papa Murphy’s saw with their text message marketing campaign was with a $5, 3-topping pizza, which generated a 17.9 percent redemption rate.

In Papa Murphy’s text message test market location, Kansas City, the franchises reported bringing in 16,000 new SMS subscribers in just one year. Papa Murphy’s used strategies like in-store signs, tent pop-ups and an online opt-in to build their text message campaign database, which they now estimate to be more than 100,000 SMS subscribers since they expanded the text message marketing campaign across 26 other states.

Papa Murphy's text message opt-in

Want to learn how your business can generate redemption rates as high as 17% for a single campaign? Contact the experts at Tatango and find out how we can help you supercharge your text messaging campaigns.


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