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E-Mail vs SMS Case Study

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Friday, October 29, 2010

E-Mail vs SMS Case Study

The Tortilla Press is located in historic Collingswood NJ. (note: in So. NJ, "historic" also means...BYOB!) Dubbed "Best Mexican Restaurant" by My Fox Philly, and critically acclaimed "Best Brunch" by both Philly Magazine and South Jersey Magazine alike. Tortilla's Margarita serving sister location, The Cantina, is located just around the way in Pennsauken NJ. Text2VIP is proud to be the mobile provider for both, but were that not the case, the Burritos and made-to-order Guacamole would be well worth the trip! (the "Brandito" made w/ chipotle peanut bbq pork and side of jalapeno potato salad is outrageous)

Between the two restaurants they have an e-mail database of thousands. Recognizing the effectiveness of mobile, and living up to their awarded title as "Best Go Green Restaurant", The Tortilla Press recently sent out a series of e-mail blasts which featured a mobile call-to-action. The campaign successfully converted many e-mail subscribers to their mobile database for future SMS marketing promotions.

Interestingly, the e-mails which were sent on a series of Tuesdays, took up to 4 days to be opened and read...creating a conversion-to-mobile opt-in that took nearly a week. While this proved to be a successful outcome, the time it took for patrons to open their e-mails tells a larger story. By contrast, when Text2VIP sends out an SMS blast for our clients, over 92% of the text messages are viewed within 3 MINUTES of being received. Statistics have a way of sounding like white noise (2 out of 3 dentists say this :). But recently, Text2VIP conducted some comprehensive analytics to measure SMS-to-mobile-web click through behavior. The data was compelling, and supports the SMS industry read-rate statistics. Text Message marketing, like text messages in general...are viewed instantly...and often times cause recipients to take action immediately!

Labels: Read Rates, SMS, Tortilla Press

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