Mobile Marketing Tips: Short Codes

Short codes are memorable five digit SMS text numbers that are widely used in mobile marketing campaigns.
They are best used as part of multi-channel campaigns, with call to action messages included in television, radio, print, social media or digital advertising. Call to action messages for short codes are also effective when included in packaging or point of sale material.
A template for a call to action when using short codes would be ‘text KEYWORD to SHORT CODE to receive VOUCHER'.
Grow Your Database
Short codes capture data, meaning that the telephone numbers of any hot sales leads who reply to your campaign are instantly added to your customer database. These can be followed up with telemarketing or SMS campaigns.
Opt In/ Opt Out
It is a legal requirement that any individuals can opt out of communications at any point. Therefore, the instruction ‘text STOP to SHORT CODE to unsubscribe' should be clearly displayed on call to action posters. Failing to do so could lead to unwanted complaints and bad press.
Timing Is Everything
If you plan to follow up your campaign with regular SMS text messages then it is important to think about the frequency with which you are going to send these. If you send daily messages then your database will unsubscribe very quickly. The best method is to let your prospects know how often they are likely to receive communications e.g. ‘you will receive updates on our best monthly/quarterly offers'.
Measure Your Success
The success of different campaigns can be measured in real time. Short code providers should provide you with reports that allow you to track the success of different campaigns by their different opt in keywords.
Dedicated Versus Shared
There are two distinct types of short codes. Dedicated short codes are specific to one brand and can cost up to thousands of pounds per month. The price is usually dependant on how easily memorable the number is. The advantage of these short codes is that a customer can learn to associate the instantly recognizable number with your brand.
Shared short codes are spread between a number of different brands and identify responses to specific keyword campaigns. These are more cost effective and are more likely to be used when dedicated short codes are out of budget. One downfall of shared short codes is that they are likely to be less instantly recognizable.
Serendipity 2 is an award winning full service marketing agency based in the midlands. Please give us a call on 01926 887 555.