EP 48: Boost Your SMS Opt-Ins | The New 2-for-1 Method

Episode Summary:

In “Boost Your SMS Opt-Ins | The New 2-for-1 Method,” the Messenger Mastermind team discusses how to use the 2-for-1 method to increase your SMS opt-ins and drive revenue to your store. The team dives into the top ways to increase your SMS opt ins, as well as strategies behind the 2-for-1, how to maximize conversion, and what messaging will work best for your company.
 
To get Postscript for your business, click here
 
To learn more about the team, visit: www.MessengerMastermind.co

Episode Highlights:

  1. 1:30 The two best and quickest ways to capture people’s phone numbers
  2. 3:10 Pro-Tip: the magic and power of a “Surprise Discount”
  3. 6:36 The serious benefits of the 2-for-1
  4. 10:09 Pro-Pro-Tips, and what NOT to do with your pop-ups on-site.
  5. 11:28 Another, MORE ADVANCED method to capture SMS

 

Resources Mentioned:

  1. Facebook Messenger Tool – Manychat
  2. SMS Platform – PostScript

 

Episode Transcript:

Jeremy: Welcome, welcome, to another week’s episode of the Messenger Mastermind podcast. As always, I’m your host, Jeremy Horowitz, joined by my incredible co-hosts, Mark Arruda and Ben Vandal. Today, we’re going to come with a quick-hitting episode on a really effective tactic that we have seen to grow SMS subscribers.

So, for anyone who hasn’t been growing their SMS list, or is looking for a little bit of an advanced way to really leverage their numbers and capture that phone number higher up in the funnel, we’re going to dive into a really  effective way that we found can capture a lot of phone numbers for not that much effort, and drive a lot of sales at the same time.

 

So, just getting back to the basics, really quickly: the two best and easiest ways to start capturing people’s phone numbers is first to add SMS to checkout. So, when someone goes to your Shopify store, and they add a product to their cart and get to the checkout page, at the bottom, there is an input field that will capture a phone number. If you just quickly change the text to get an opt-in around something like “Get best deals” and email and phone number, and you can start to capture people’s phone numbers that way. Have them be explicitly opted-in to be TCPA compliant and start not only 1) capturing their phone number, but 2) sending automated cart messages.

 

It’s a really, really good, effective way to grow your list with minimal effort.

 

The second place is just, generally, texting keywords. So, for example, you can send out an email where you can post on social media things like, “Hey, text the keyword ‘I want’ to the number 232323” and that will also opt them into your list so you can then, once they’re in your list—very similar to capturing email—you can send them automated messages as well as campaigns. And it’s super effective.

 

And so, if you all have been listening to the podcast for a while, you might remember Episode number 6, which was the 2-for-1 contact capture where we capture both people’s email and messenger. We have decided to tweak that for SMS and have found a really effective way to now capture people’s phone number instead of their SMS contact information that has just been really, really effective when we have tried it so far. So, Mark, why don’t you just quickly the User Experience and how it works?

 

Mark: Totally. There’s a few different ways to do this, but, from our testing, I’m going to give you the most effective way that works for us and our clients. So, that just starts off with your typical Lead Capture on your site—however that may be: pop-up, whatever. The best thing that we believe for this setup is to offer an entry into some sort of giveaway or something of the sort. Ideally, we’re not offering a discount or percentage off up front.

 

So, the first thing should not be discount-based. Enter the giveaway, give your email. Once they’ve given their email, we then like to have the pop-up offer an additional offer on top of that. And that is now for the discount code. So, they’ve given their email. The next window says, “Would you like to also give your phone number for SMS Opt-In?” And in return, we will reply back with a discount code for you. We have tested it: we believe it is best to describe it just as a “Surprise Discount.” This increases the amount of opt-ins, because people are curious to what the discount may be.

 

So, as opposed to just telling them straight up “10% off,” you might not be enticing as many people on that. Whereas, if you say that it’s a special offer, you might get some extra people to actually opt in on that. So, we use the keyword “Opt-In” for this. There are other ways to use it, but people seem to be intrigued by being able to open up their phone and shoot a text message over to a keyword. So, our suggestion is to make that keyword as simple as possible so that it’s a little bit easier for someone to type and remember. And once they simply text that keyword, they have opted in, and we reply back with a discount code.

 

We recommend using a dynamic code, just so that it can’t be abused. We like to tell them that the code is only available for a limited amount of time, just to increase the urgency on that code.

 

So, in that time, we very quickly collected email address and phone number. We like to see a minimum—I know that sometimes, conversion rate on a pop-up can live around a 10% range—but we like to see in the 12-13% range on the email capture. And then, we like to hopefully be collecting at least 30% of phone numbers after that email capture.

 

Ben: Yeah, and like Mark was saying, this is something we’ve tested and optimized. A couple of the other things that we’ve texted that might work for your company—it all depends on the messaging that you’re going with.

 

You can have the traditional email popup that offers a discount, and then you offer a text message for a steeper discount (if that is something that you are interested in). You can also do the email capture to get them to the giveaway, and then text them an additional entry into the giveaway.

 

There’s a lot of different ways to do it, depending on what your company’s message is. Some people don’t like to give discounts, some people like to give discounts steeply. So, it’s really up to you and what works for your company. But, we have found as a pretty good baseline that this is what works best for most companies that we’ve worked with.

 

Jeremy: Yeah, and I think it’s a great blend of highly effective and very low cost, right, because if you already have a pop-up that either appears when someone hits your site on a scroll or on Exit-Intent, and you’re already capturing emails effectively, it’s essentially just changing the words on the view screen, which should take ten, twenty minutes of work, and then configuring the reply in whatever SMS vendor you’re using.

 

For something that maybe in total takes a couple of hours of work if you know how to configure everything properly, it just drives an insane amount of value for your business. You’re capturing a phone number high up in the funnel that you can re-use for everything downstream. You also have a quick reply in a channel that you know the customer’s going to open. Right, these text messages aren’t going to a spam folder, so you’re delivering a discount, hoping for a quick purchase on something that is within the same session—a great tactic to really shorten that sales cycle so that someone’s not digging through their email to look for your offer. As well, it doesn’t hurt anything that you’re currently doing, because if you didn’t do this, then all you would be showing is a thank you message. And now, you’re providing additional value to your customers that will then hopefully incentivize them to purchase at a quicker rate.

 

Mark: Totally. And we like to call this 2-for-1 because of exactly that. We’re not hurting anything by collecting both things. It’s both happening at the same time. So I think it’s worth discussing them living a little bit separately, if that’s what makes sense for you.

 

So, other ways that you can do this would be to just have your opt-in form show a space for their email address and their phone number at the same time. A lot of companies do do this, and I’m not going to say that it’s bad, but when you consider that some people might not want to give their phone number but they can’t give their email without giving their phone number, there’s a really good chance that you’re not receiving that initial email. Whereas with our 2-for-1 setup, you’re giving that email first without knowing that there’s then going to be an option for the phone number after that.

 

Ben: Yeah, and through all of the testing we’ve done, obviously, with every client and our own businesses, it’s clear as day that the more questions that you ask the customer, the less likely that they’re going to answer all of them. And this one, instead of asking just for an email up front, you’re asking for an email and a phone number automatically decreasing your opt-in rate. We have found that this does work—if you can offer tremendous value for it.

 

We’ve done this for some other things, where we’re doing a giveaway, maybe providing a service for the customer where you can ask for more information up front, knowing that they really want this service or offer in the backend. But something like an entry-level discount code for someone who just landed on your site we don’t think is the time to do that.

 

Jeremy: Yeah, and I think there are a couple of other ways that you could implement this as well. A lot of the SMS vendors will offer their own pop-up. So, right, you could add a second pop-up to the User Experience, where a customer—if they did or didn’t leave their email, you could create rules so that if someone didn’t leave their email, present them with a pop-up to collect their phone number. I would just be very, very careful about how you coordinate your pop-ups.

A common mistake that I see a lot of businesses make is just that they leave both for either on-site visit or on scroll. You just want to be very cognizant of not hitting your customer with two pop-ups. It could really ruin the user experience. So, if you are going to use a different pop-up, I would highly recommend splitting it across the session of one pop-up showing up very early on in the experience, and then one pop-up showing up on exit.

 

Mark: Exactly. Exit intent is definitely the best way if you’re a little bit concerned about having another pop-up or some sort for SMS. Exit-Intent would definitely be the way to go. However, I would caution that you might want to layer that Exit Intent a little bit because it’s definitely possible that someone could land on your site, your initial pop-up for your email is maybe going to pop after five seconds, and then also the cursor maybe leaves the browser, then they’re also getting hit with the SMS pop-up at the same time for Exit Intent.

 

So, if you can layer it to maybe Exit-Intent after two pageviews, it could go a long way on user experience.

 

Ben: There’s one more way to capture, which is a little bit more of an advanced method. A little bit trickier. There’s actually a button that you can use on a pop-up where the customer can click it and it generates a text that you have pre-filled in their text field, and all they have to do is click on that text to opt in for SMS.

 

The reasons why it’s tricky: they click a button, and they go off your site. So that is anticipating and thinking that they have the ability or the want to go back to your site to continue shopping. And a lot of people also feel like they’ve been tricked when they click a button, unless you can explicitly tell them that it’s going to open a text on their phone.

 

It just gets a little trickier. But it does also eliminate that step of them going and matching up the correct phone number and the correct keyword. So it’s kind of a Catch-22. Again, it all depends on your brand and what works for your business.

 

Mark: I definitely see that option being a little bit more viable as time goes on and people get a little more familiar with SMS opt-in. Once customers start seeing these a little bit more on a regular basis, I think it will become more and more acceptable to use.

 

Jeremy: Yeah, and I think one important piece of that also, just as time goes on, from a trend perspective is that the feature only really works if your customer is on a mobile device. On desktop, it takes them to a separate landing page which then they can opt-in that way.

 

Which is an okay user experience, but as Ben mentioned, you’re taking them off-site and hoping that they’ll come back. So, just depending on where your site traffic lies, you want to keep that in mind as well.

 

Ben: Yeah, so, a place that button would work well is at the bottom of an email. They read through an entire message and they then can click that button and it opens up, opting them into email. But, again, you have to just be clear and concise in your messaging and you’re letting them know that’s going to happen, because you don’t want people to think that you’re spamming them or sending them a virus to their phone. So, that’s an important thing.

 

Mark: Yep, and at the end of the day, you’re trying to collect as much as you can from them to continue your chances of being able to sell to them in the future without jeopardizing your first original purchase right now. So, you don’t want to beat them over the head with opt-ins. Just to ruin their initial purchase to begin with, you need to be a little bit careful with it and handle this in a cautious way. And that’s why we like to recommend the 2-for-1 method, because it seems a little less over-the-top compared to some other methods.