Email is the supreme nurturing tool in the marketer's toolbox, second perhaps only to face-to-face interactions. But making a user give you her email address when she's on the move is difficult - usually involving two or three steps with a mobile browser, in-store terminal, or (heaven forbid) paper.
By adopting a cross-channel mindset, however, you can leverage SMS (an intuitive, simple, and mature technology) to capture email addresses from on-the-go prospects with just one action: a text message.
This strategy is in line with the new cross-channel mantras being chanted through the digital marketing world currently, and yet is a relatively old and proven technique. Your consumers know and use it several times a day.
(Note: I know there is severe resistance on the part of many consumers to marketing by SMS. That's not what I'm proposing here.)
Scotts Miracle-Gro ran an SMS to email campaign back in 2010 that was extremely successful. Scotts advertised lawn care products and informational guides at baseball games in partnership with MLB. The campaign advertised a lawn care guide that would be sent once you texted the short code with the keyword "baseball." Once you sent the text message, a follow-up message prompted for an email address to get a digital copy of the guide and more lawn care tips.
Scotts found that "about 40% of those people who text in to get the
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