3 Mobile Short Code Promotion Best Practices
Existing opt-in email lists work well, Farrell says, and "you will also move these highly active consumers to a list that enjoys 95 percent read rates and higher redemption rates than email."
Rhie believes marketers should track response through, for instance, differentiating keywords. He suggests even breaking down response by agents, if appropriate, in order to improve results.
Less desirable promotion channels include the mobile Web, because there are too many steps and clicking to call becomes a better option; and Web display advertisements, because consumers are more likely to simply click through, De Villiers concludes.