Geo-fencing in SMS marketing is the key to reach your target audience and engage many new leads.
Have you ever thought that you can >send bulk text messages to the clients when they pass near your restaurant, beauty salon, exhibition, sport club, cinema, any specialized event, etc.? The geo-targeting feature allows to identify, which client would you advise using radius targeting, the engaged recipient with a high accuracy and send him your promo SMS at the right time and place.
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This is a kind of SMS message sent to customers based on their location (location based SMS marketing) in a radius of 100 meters to 5 kilometers.
This gives an opportunity to tailor SMS campaign via text message location to a client’s real-time location.
If we are speaking about sending text messages to mobile subscribers within a certain location, it is of importance to note that geo-targeting can be divided into offline and online. Let’s dwell on it in a detail way.
Depending on the needs of your business try to combine location with interest in creating a target mobile promo campaign.
Geo-targeting works well with location-based businesses. Typical examples are restaurants, large brand shops, service sector.
Let’s have a look at the Case Study: Domino’s Pizza Geo-targeted SMS campaign.
Domino’s Pizza 12,000 stores in 80 countries make it possible and necessary to send geo-targeted text messages. As previously noted, the first step is user consent. They placed the sign up form on their website. As you see, a user should fill in information about his state, city and address – necessary location data for future campaigns. Also, use target mobile text codes.
After filling the form customers receive a confirmation text message from Domino’s asking that they respond “yes” to confirm their signup. Similarly - Pizza Hut text messages act for marketing purposes.
Based on the collected information, Domino’s had a range of different geo-targeting options available to them.
The result of such a geo-located campaign is the large amount of new customers.
Case Study: KFC example
Geo-targeted campaigns were also used by KFC. They sent a message with the nearest restaurant location to potential visitors when they were passing nearby. That SMS location contained a special offer for a discount coupon.
The result is that in just 4 weeks, 11 million people found out the KFC restaurants location in their city; moreover 110 thousand of customers used discount coupons.
Case Study: UK Pizza Hut Geo-targeted SMS campaign example
During 15 months Pizza Hut sent geo-targeted SMS to the customers who subscribed and allowed text messaging. They used geo-fencing feature and selected geo-fence locations according to the zip-code. A text message was sent to a mobile subscriber when he got within a half-mile radius of any chosen location.
Pizza Hut mobile campaign succeeded 142% more than promo offers at other channels (TV and online ads).
Case Study: Kiehl’s geo-located promo campaign
American cosmetics brand Kiehl’s proposed customers to fill in the sign up form and subscribe to mobile promotional alerts.
After the subscription, a new client was asked to share his location to continue participating in SMS program. Kiehl’s selected and set up the geo-fence so when a customer appeared near one of their stores, he received SMS with a special event or great offer.
As a result, after 6 months 73% of subscribers bought Kiehl’s products.
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It goes without saying, no one promotional channel work successfully without proper SMS geofencing, customization to the particular business needs and potential leads. However, new ad generation, recent geo-targeted and geo-fence improvements, open up space for new opportunities for reaching and engaging the target audience, allowing you to create truly relevant bulk SMS campaigns.
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