Comments on: Click-through on call to action SMS? http://www.sosaidthe.org/2007/07/07/click-through-on-call-to-action-sms/ How Government Organizations Communicate and Integrate Social Media Tue, 06 Jan 2009 12:30:47 +0000 http://wordpress.org/?v=2.1.2 By: Jonathan Dunn http://www.sosaidthe.org/2007/07/07/click-through-on-call-to-action-sms/#comment-215 Jonathan Dunn Mon, 09 Jul 2007 14:35:52 +0000 http://www.sosaidthe.org/2007/07/07/click-through-on-call-to-action-sms/#comment-215 The reason we see good results like this for SMS-based campaigns is because it is a permission medium. The consumer has to take the first step, to opt-in, in order to receive the content. It's (to go back to Mr. Godin) anticipated, relevant, personal (ish).... I'm a bit surprised the opt-out was a high as it is, but that may have more to do with the balance of value-exchange. The interactive voice recording (IVR) is cool/unique. But it then appears to me that the follow up is a campaign solicitation. The IVR isn't really proportionate to hard earned dollars. A drive to web or follow up PIN code that could be used to redeem some Edwards merchandise or something else that deepened the interaction before asking for cash might have yielded even better results. The reason we see good results like this for SMS-based campaigns is because it is a permission medium. The consumer has to take the first step, to opt-in, in order to receive the content. It’s (to go back to Mr. Godin) anticipated, relevant, personal (ish)….

I’m a bit surprised the opt-out was a high as it is, but that may have more to do with the balance of value-exchange. The interactive voice recording (IVR) is cool/unique. But it then appears to me that the follow up is a campaign solicitation. The IVR isn’t really proportionate to hard earned dollars. A drive to web or follow up PIN code that could be used to redeem some Edwards merchandise or something else that deepened the interaction before asking for cash might have yielded even better results.

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