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Marketers love to promote on the internet because the channel they can target audiences and calculate ROI with cost-per-click (CPC) and cost-per-action (CPA) metrics. Integrate SMS into direct marketing (shelf cards, point-of-sales material, wine event tasting notes, packaging inserts, etc.) and receive the same results.

Here’s a scenario:

Chugalot Winery launched a new wine club and promoted it to their fans in email newsletters, on flyers given to consumers at tasting events, and in inserts sent in direct-to-consumer wine shipments.

To measure which promotion method receives the highest response rates, the winery provided a call-to-action “Text KEYWORD to receive a $5 discount on the first wine-of-the-month order.” The keyword in the email, flyer, and were PROMO, DISCOUNT, and CLUB respectively.

Chugalot Winery now has quantitative metrics on how effectively they captured and converted interest in the new wine club among the three channels.

With a little variation, the winery can also leverage SMS to measure the least amount of discount they need to offer in order to convert the reader to a wine club member.

SMS is simple, flexible, and makes your direct marketing dynamic and actionable.