As a festive season incentive, DStv wanted to send a R100 Takealot.com discount voucher via rich-media SMS to a certain selection of their subscribers with a holiday greeting message. For some subscribers, they had email addresses; for others, they only had mobile numbers.
An email campaign was created using Silverpop and personalized emails were sent to over 150,000 subscribers, each containing a unique voucher code.
For the other 100,000-odd subscribers, for whom they only had mobile numbers, Grapevine created a rich-media SMS campaign.
The rich-media SMS campaign comprised of:
- a responsive webpage, designed to look great on mobile devices
- an outbound SMS, sent with a unique URL to each subscriber
On clicking the link, the recipient was taken to the webpage where their own unique voucher code was displayed. The text of the SMS was carefully designed to reassure recipients that the offer was genuine and not a phishing message.
The rich-media SMS campaign achieved a 70% higher click-through rate than the email campaign, an astounding result that left both client and subscribers happy.