CallFire Release SMS Text Marketing Case Study to Help Businesses Increase ROI

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CallFire, an SMS gateway provider and cloud telephony pioneer, creates an SMS case study and best practice guide to help increase marketing ROI

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Text marketing has become an essential part of a brand’s marketing efforts. When executed properly, SMS marketing can yield impressive results. The ubiquitous usage of cell phones and the high open rates of text messages make text marketing an effective means of breaking through the clutter of marketing material vying for the customer’s attention.

A well executed SMS marketing campaigns requires a lot of planning and strategizing. Before a brand can send one SMS message they have to secure a dedicated short code, or keyword on a shared short code, and receive opt-in consent from consumers to send text messages. Implementing a successful text marketing campaign can include a lot of leg work.

The most challenging part of creating a SMS marketing campaign is getting consumers to opt-into receiving text notifications from a brand’s dedicated or shared short code. A cell phone is a highly personal device, as such, there are a number of regulations prohibiting text marketing to a cell phone number that has not explicitly opted-in to receiving marketing related text messages.

Getting opt-in consent from consumers requires some marketing creativity. A case study of the Dunkin’ Donuts Coupon Drive provides great insights into a successful SMS marketing campaign.

As part of a new campaign to introduce its new hot lattes to young adults in the Boston area, Dunkin Donuts delivered an SMS coupon for its $0.99 small hot latte to 7,500 targeted opt in consumers. Boston radio DJ’s invited participation; “text in to DD-123” each Thursday morning. In addition, 400,000 Mobile Internet (WAP) ads ran in Boston. Also, over 1,000 Dunkin’ Donuts franchise owners and workers were educated with marketing materials about how to help consumers redeem the SMS coupons.

As a result of text marketing, targeted WAP, and radio promotions, Dunkin Donuts saw a 21 percent increase in store traffic and redemption of the mobile coupon. The SMS message promoted the viral element of the coupon—17% of participants, in fact forwarded or showed the message to a friend. Subsequent research showed 35% of the participants considered themselves more likely to buy lattes and coffee from Dunkin’ Donuts.

The Dunkin Donuts SMS marketing campaign illustrates the complexity of implementing a text marketing and building an opt-in list. It also shows the tremendous returns that a text marketing campaign can yield when done properly. SMS gateway providers like CallFire work with brands of all sizes to provide short codes and textable local phone numbers as part of SMS marketing campaigns. Getting started requires very little setup time. For more information please call our support staff at 213-221-2289.

About CallFire: CallFire is a Text and Voice platform that helps businesses reach customers, drive revenue and increase sales. We make telephone messaging simple. CallFire products include Business Text Messaging, Voice Broadcast, Toll Free Numbers, Local Phone Numbers, Call Tracking, IVR, Power Dialing for agents and more. Call analytics enable our 50,000 users to reach customers more often using text marketing, virtual numbers, autodialers and mobile messaging. To learn more about how to Grow your Business, visit

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Jacob Weiss
Skyy Consulting Inc.
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