SMS marketing is becoming increasingly popular and is expected to grow by 52% between 2023. SMS is the 2nd-most-popular communication channel among young and older people throughout the world, according to our 2020 Global Messaging Engagement Report.
However, not all text message campaigns are created equal. Some lead to high conversion rates and client interaction, while others result in dissatisfaction, unsubscribes, and brand damage. Of course, we want our SMS marketing efforts to work – but it’s often easier said than done.
This concise SMS marketing case studies guide will walk you through best practices, client case studies, key learnings, and extra campaign possibilities.
1. Airbnb (Online Lodging Marketplace)
Airbnb is a website that enables people worldwide to reserve rooms. However, when a guest makes a booking request, the host has just 32 hours to accept or decline it. Hosts aren’t always at their computers, but they want a quick, dependable approach to responding to reservations.
Airbnb utilized SMS to move the exchange between hosts and guests from a computer to a mobile device. If a host doesn’t respond to a request, Airbnb will send them an automated SMS message with all the information they need—and they can text their acceptance or rejection response.
Once a guest requests a reservation, hosts are notified via SMS and must either confirm or deny the request on their phone. Airbnb’s SMS system also allows hosts and guests to communicate via fake phone numbers to maintain privacy for both parties.
2. Game of Thrones (Drama Series)
HBO is looking for a creative way to give GoT (GOT) enthusiasts a better online experience than traditional TV advertising and social media postings might offer. The Three-Eyed Raven is an initiative in which HBO used SMS to deliver customized text messages.
The text-powered service, which sent notifications, links, and hints to fans who had signed up for it, built anticipation for future episodes. Within the first two months of launching, the campaign attracted 70,000 subscribers, helping to create record-high excitement for each episode of the season.
3. Salesforce (CRM Software)
Salesforce is a customer relationship management software that enables sales teams to manage their customers and prospects better. The company has used SMS in various marketing campaigns, such as a holiday greeting campaign and a back-to-school promotion.
Salesforce always throws a huge bash, and it’s only natural that you’d want to be there. In 2009, San Francisco’s Moscone Convention Center hosted more than 19,000 people for Dreamforce. Salesforce didn’t want to choose the “Best Partner App” on their own; they wanted the audience to decide.
Attendees at the Mobile World Congress were invited to participate in a live poll using an SMS marketing platform. The event’s popularity was proven when more than 19,000 people voted via SMS, creating a fun and exciting aspect of the event.
4. Dell (PC and Monitor Vendor)
Dell is one of the world’s largest computer and monitor manufacturers, but keeping track of all that demand is difficult. They utilized text message marketing to keep up with order confirmations and client notifications.
Customers would be notified of orders by text messages, as well as of credit card holds. Customers could quickly return to the site to change their payment option or contact their credit card company to resolve the problem with immediate updates.
Dell was able to keep clients up to speed thanks to the fact that 98 percent of SMS messages are read within 4-6 minutes of delivery (compared to 22% for email) and that it has a healthy customer retention rate.
5. Hydroflask (Steel water bottles)
The distinctive character of Hydro Flask is recognized for its bright-colored steel water bottles, but text alone cannot describe it adequately. The company uses MMS (Multimedia Messaging Service) marketing to include vivid photographs of its goods.
The brand sends marketing text messages monthly to show off its fresh bottles and concepts. They successfully strike the delicate balance between display and telling without overwhelming customers with too many marketing announcements.
6. Longmont Climbing Gym (Indoor Bouldering Gym)
Longmont Climbing Gym is an indoor bouldering gym that allows people to test their strength and skills. The gym uses SMS to send out reminders for classes and events and promotional messages.
The Longmont Climbing Collective’s point-based system aims to incentivize members who attend the club, recommend friends, promote gym postings on social media, and so on. These points may be used for complimentary guest passes, shoe rentals, discounts on retail items, and even Pandora radio station time for members.
However, most members overlook these incentives without being reminded. The gym sends SMS messages informing you when you’ve accrued enough points to unlock a new benefit regularly to keep it top of mind. It’s a fun approach to get the members involved while encouraging people in the community to bring their friends and engage with the retail location.
What Is a Marketing Case Study?
A marketing case study is a detailed analysis of the efficacy of a particular tool, method, or strategy in marketing. It examines measurable results such as increases in sales, visits, and production hours.
It generally includes the following elements:
- Introducing the customer and client
- The objective the client was attempting to achieve (should correspond with the problems that future clients may also want to address)
- The answer (and the reasoning behind why your firm/software was chosen)
- Before and after implementation of the solution
In essence, a case study documents your company’s progress. And it provides future consumers with a cause to invest in you.
How to Write an SMS Case Study?
Creating an SMS case study is similar to starting any other case study. You must research a business problem, evaluate alternative solutions, and propose the best remedy based on evidence.
The steps are as follows:
- Find a suitable case study candidate.
- Determine the objectives and target market for your case study.
- Prepare an outline and design a template.
- Conduct interviews and collect data.
- Analyze the results and compile your findings into a cohesive story.
- Edit, proofread and format your case study for publication.
What are the Components of the SMS Marketing Case Study?
When you sit down to write your SMS marketing case study, you’ll need to include some aspects to make it complete. The SMS marketing case study has four major components: problem, goals, actions, and results.
The problem is the central focus of your case study. It’s the business challenge you or your client faced before SMS marketing was employed. Often, a problem is a common experience for similar businesses. Some examples would be a reduction in sales, a high customer churn rate, or difficulty acquiring new customers.
The goals are what you or your client hoped to achieve through SMS marketing. They should be specific, measurable, attainable, relevant, and time-bound (SMART). For example, a goal could be to increase sales, web traffic, brand awareness, or customer retention rates.
Next are the actions taken. These are the specifics of how SMS marketing was used to achieve the goals. They should be detailed enough that someone reading the case study could replicate the process if they wanted to.
Finally, you’ll need to include the results. It is where you show whether or not SMS marketing successfully achieved the goals. Be sure to use data and figures to support your claims.
What are the Types of SMS Marketing Case Studies?
There are two main types of SMS marketing case studies: before-and-after and A/B testing.
- Before and after case study – This is the more traditional type. It documents the problem, outlines the goals, details actions, and showcases the results. Examples of these types of case studies would be a business that saw an increase in sales after implementing SMS marketing or a company that used SMS to improve customer retention rates.
- A/B testing case study – This study compares the results of two different approaches to see which is more effective. For example, you could test whether sending out weekly coupons via text message generates more customer loyalty than monthly coupons.
- Explanatory Case Studies – These are used to explain how something works. They often focus on a new product or service and detail how it was used to solve a problem.
- Implementation Case Studies – An implementation case study goes more profound than the typical client case study, focusing on the actual implementation and delving into it in great detail.
Is a Case Study Beneficial in SMS Marketing?
Yes. Case studies are beneficial because they provide evidence that SMS marketing works. They act as a reference point for future clients considering using SMS marketing for their business. Furthermore, case studies help to build trust and credibility with potential customers.