Subway’s Michael Lewkowicz on Launching a Mobile Marketing Campaign
TM: What is the opt-in process?
ML: We are targeting existing Subway customers. When customers come into the store, they fill out a form and then we mail the forms to Modiv Media [which] contacts customers with our offer. Or, [customers] can text to receive the offer in the store. In that case, they will get the offer within 24 hours.
TM: Is there a reverification process?
ML: This is a double opt-in program … when people first text in, they will get a [return] text that will say “Do you want to receive offers from Subway?” and [they] have to respond “yes” or “no” first. After [they] do that, [they] will get [another] text message and have to respond “yes” or “no” [again].
TM: How does opt-out work?
ML: Modiv Media follows Mobile Marketing Association regulations. The process is you enter a short code that says stop [sending messages] to a specific number and that is how you are opted out. With each [mobile] message, it [also] says on the bottom [of the ad], “Do you want to opt-out?” The opt-out rate is extremely low for the campaign. The bottom line is people are receiving what they want; our opt-out rate is less than 1 percent. We have collected names over the last several months. The last I checked, 17 people out of several thousand opted out of the program.
TM: What results did you have before implementing the mobile campaign? What results are you seeing now?
ML: When the Seattle campaign started last Sunday, the campaign was organized around the Seahawks home game. The results from the promo on the jumbotron at the football field are still being measured. It was the first memorabilia competition; customers text in and have a chance to win a signed helmet from a quarterback.