Text message marketing has 98% open rates and superior conversion rates to email. Are you using it yet? Text message marketing is an easy way to reach your current customers with relevant and timely promotions that will get them coming back to your store again and again. Our guide to text message marketing will: 1. Give you stats comparing text message marketing to other forms of marketing. 2. Show you how you can use text message marketing to increase sales from your greatest asset--your current customers. 3. Give you 6 practical rules to do text message marketing well. 4. Provide examples of real companies that have done text message marketing and the results they've achieved.

1. Email is Dead: A Simple Guide to Text
Message Marketing

2. Experts agree that loyalty is the most
effective and highest return marketing
Customer loyalty is the single most important driver
of growth and profitability.
HARVARD BUSINESS REVIEW
Retailers with loyalty programs, on average,
are 88% more profitable than competitors
who do not.
DELOITTE RESEARCH SURVEY
It is 6 to 7 times more to acquire a new
customer than to retain an existing one.
BAIN & COMPANY

3. Loyalty marketing is more relevant
today than it has ever been
• Your biggest asset is your existing customer base and foot
traffic
• Data shows that loyalty programs can increase customer
visits by 20 percent or more
• With social media, each of your customers can now share
your brand with hundreds of others
• Technology can now automate most of your loyalty
marketing needs
• It’s marketing that’s fun and makes sense!

4. Loyalty marketing ROI is traditionally driven by
increasing visits, spend, and response to promotions
Framework for Calculating Loyalty Return
Participate Reward
in Costs
Promotions
Program
Costs
Spend More
Per Visit
Net
Revenue
Visit Increase
More
Frequently
Customer Behavior Loyalty Marketing Costs
Visit go.fivestars.com/loyaltyguide to learn more

5. How Text Messaging Drives Loyalty
• Brings your best customers in the door immediately
• Customers prefer getting timely messages from places
they already go to, especially places they frequent
• Text message promotions/ads can reach 150X
customers throughout the day, they don’t need PER
to be in front of a TV or computer DAY!
• Good text message campaigns can
compliment your other marketing efforts
# of times
people
91% of people keep their phones within 3 feet look at
of themselves 24/7 their cell
phones

6. Text message marketing is one of the most
effective ways to distribute promotions
14%
Text Marketing vs. Email Marketing Text CTR
• Average Text Click Through Rate = 14.06%
• Average Text Conversion Rate = 8.22%
• Average Email Click Through Rate = 6.64%
• Average Email Conversion Rate = 1.73%
8%
Text message marketing Text CR
provides the highest ROI of 6%
any other mobile marketing Email CTR
tools... So let’s run through
some rules of thumb for
successful campaigns! 1%
Email CR

7. Text Marketing: Rules of Thumb
Rule #1: Write thoughtfully
• You only have 140 characters:
Make them count!
• Always check spelling and grammar.
98%
of text
03:00
MIN
Visit Haagen-Dazs Palo messages
are opened
Alto for your Valentine’s within 3 MINUTES.
Day cake; order before
Feb 10th & get 14% off! • Use abbreviations when
Call 650-555-5555 today! necessary, but don’t over do it.
Reply STOP to • Don’t text like your tween
unsubscribe cousin. GR8 THX BYE!
• Make sure to include a call to
action!!!

8. Text Marketing: Rules of Thumb
Rule #2: Send offers and reminders
Mobile Coupons/Promotions Sales Reminders
Mokutanya Charcoal Grill Stop by Elle Boutique on
1155 California Dr: $0.50 Burlingame Ave for our
Oysters from 6pm-8pm semi-annual jean sale!
only! No limit & while Show this text for an extra
supplies last, show us 10% off purchase!
this text! Reply STOP Reply STOP to
to unsubscribe unsubscribe
Special Events
Tacomania Tacos & Beer
Grand Opening! 5292
Monterey Rd: Show this
text TODAY & get a free
32% of U.S. mobile
customers prefer
drink w/your 1/2 price offers by text
tacos! Reply STOP to
Over mobile web (21%), apps (11%), or voicemail (8%)
unsubscribe

9. Text Marketing: Rules of Thumb
Rule #3: Schedule texts
• Schedule and send your text messages at optimal times for maximum effect
Dinner Special Two Week
6pm-8pm Jean Sale
Mokutanya Charcoal Grill
1155 California Dr: $0.50
Stop by Elle Boutique on
Burlingame Ave for our
TEXT
Oysters from 6pm-8pm
only! No limit & while
semi-annual jean sale!
Show this text for an extra
ME
supplies last, show us
this text! Reply STOP
10% off purchase!
Reply STOP to L8R!
to unsubscribe unsubscribe
Text sent: 4:30pm Text sent: 11:00am
on the day of on first Saturday
dinner special during sale
• Don’t send more than one text a week to prevent
opt outs from too frequent messages

10. Text Marketing: Rules of Thumb
Rule #4: Build your online presence
Long day at the office? Like us on Facebook at
Saba Cafe Caters! Visit facebook.com/danvilleflam
www.sabacaferwc.com ebroiler
today to make your and receive 15 % off your
order. Use code 123 for entire order through
1 Free Soda Ltr! Reply Feb 9th! Reply STOP
STOP to unsubscribe to unsubscribe
• Use text promotions to encourage visitors to your website
• Request Facebook likes and Twitter followers via text
• Send text to help promote social media posts or specials

11. Text Marketing: Rules of Thumb
Rule #5: Prompt customers in store
• Post in your store front
signage to promote opt-ins
TEXT • Train your employees to ask
every customer at check out to
“SIGN UP” join your texting service
TO
• If you offer the FiveStars
55555 Card to your customers, they
are automatically signed up for
TO GET BOTH your loyalty program
STARTED! and your text promotions!

12. Text Marketing: Rules of Thumb
Some rules are meant to be broken...
These are all general rules of thumb, but every business is
different, so feel free to cater to your customers’ wants and needs.
... but laws are not.
Federal Communication Customer has to
Commission
give written
• Basic guidelines here: consent to receive
http://goo.gl/0tfSF
texts, also must
• Telephone Consumer have opt out
Protection Act here:
http://goo.gl/b22am option in message
**If you use FiveStars, we handle this for you :)

13. Text Marketing: Rules of Thumb
Four questions to ask before you send a text!
1. Are you only sending texts to people who have opted in?
2. Do you have your text terms/policies displayed anywhere
(online or in store) that opt-ins are promoted?
3. Do you have an opt out option in the text?
4. Are your opt-out requests honored no later than 3 days?
If you answered YES to all 4,
your texts are good to go!

14. Text Message Success Story
One of our Client Success Managers
Soulman’s in
convinced Jim, a FiveStars business owner
Richardson’s “Valentine’s
in Texas, to send out a Valentine’s Day text
Day” Special! Buy 2 plates
message to their customer base using our
& 2 drinks. You’ll get 20%
Merchant Toolkit.
off AND 2 FREE desserts.
Reply STOP to
Jim had never used our texting services
unsubscribe
before, and wasn’t convinced it was going to
bring people in the door. Text Sent: 11:15am Feb 14, 2013
Actual comments received from owner around noon that same day: “Got 3
already. One within 5 minutes!”
Jim sent us very happy update citing 10-15 people came in with the text.
Later that day: “Well, you have convinced Don and one of my staff. I
actually did get $107.40 in sales. I will have to try it again sometime.” - Jim

15. Want to start texting your customers?
What texting tools are out there?
• Mogreet
• Eztexting
• Mozeo
• TextMarks
• ... and FiveStars Loyalty Automation Platform
Cue shameless plug!

16. FiveStars is pioneering loyalty automation that
includes text message marketing
FIVESTARS LOYALTY AUTOMATION PLATFORM
We take care of everything
Point-of-Sale Customer
FiveStars
Relationship Engagement
Card
Manager Toolkit
• Customer info right on • Simple technology • Simple segmentation
the POS everyone can use
• Text or email campaigns
• Never slow down the line • Impossible to lose
• Social media integration
• Built in fraud control • Over 700,000 cardholders
Want a free loyalty consultation from FiveStars?
Visit go.fivestars.com/demorequest

17. Email is Dead: A Simple Guide to Text
Message Marketing