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Marks & Spencer Study Shows Effectiveness of Opt-In Campaigns

ms-logo.gifA recent study by the Internet Advertising Bureau (IAB) and the Direct Marketing Association (DMA) has highlighted the effectiveness of “opt-in” mobile messaging campaigns.

The study tested ads from Marks & Spencer, and found almost 100% of Marks & Spencer contacts on their DRM database recalling having received a message.

The study examined the attitudes of around 1,000 UK consumer’s towards SMS and MMS messaging campaigns. It tested various ads from M&S, including their first MMS campaign, and found that in terms of awareness and recall, mobile messaging can be a hugh success amongst an opt-in consumer base.

The study also found that 3/4 of respondents would be happy to opt-in if they were offered the right incentive, such as special offers, money off or priority services from a brand.

Furthermore, the study also confirmed just how valuable and receptive an opted-in group can be; once a consumer had opted-in, they were 234% more positive about mobile messaging techniques than non-opted in counterparts. And 24% stated that messaging was the best medium to receive relevant and personalised information from brands.

Jon Mew, head of mobile for the Internet Advertising Bureau said: “The research shows that once the mobile audience are opted-in to your communications, they can be one of the most receptive and engaged groups for brands, with many seeing mobile messaging as the best way to keep informed of relevant offers and services.”

The survey provided some hard data on just how rapidly people typically read incoming messages, as shown in the chart below. Fully 75% of consumers would open a brand SMS message within 5 minutes of receiving it was from a known sender, and 62% would open it within 5 minutes even if it was from an unknown sender.


As impressive as these numbers are, consumers reacted even more positively to the richness and creativity of MMS, with a recall rate that was 3 times that of SMS.

However the survey pointed out that there were 5 major barriers to consumers opting-in to receive messages from brands:

  • Awareness: 32% of consumers were not aware that this type of service existed or did not understand the associated benefits
  • Perceived Cost: This is by fare the biggest concern for consumers with 71% wary of any costs that they may incur
  • Relevance: For consumers to accept a brand message on his phone, they are adamant that the messages should be relevant and targeted
  • Control: 61% of consumers were worried that they would not be able to opt-out once they had opted-in
  • Privacy: 64% of those surveyed did not want to opt-in to mobile messages as they thought they may have to share personal details.

Mark Brill, chair of the DMA Mobile Marketing Council, said: “It’s hugely encouraging to see how responsive consumers can be to mobile marketing messages. However, the report also highlights the importance of both directly opting-in customers, along with the need to give them the right marketing incentives.”

17.10.2010    Tags: , , ,
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