One of the core goals of Movio Cinema is to produce targeted marketing through various communication channels. The majority of communications sent via Movio Cinema are emails, but we also support sending SMS messages, and the one marketing channel that is always on is mobile, with a typical smartphone being switch on for 16 hours per day.*1
Why SMS
It takes someone an average of 6.5 hours to view an e-mail, but only 15 minutes to view a SMS, so at 90% read rates SMS is not to be underestimated.*2
Also, over the last couple of years the cost of using SMS in the US has come down 80% to around 2c per message.
Out of the box Movio Cinema provides all the segmentation filters required to target high value members with SMS campaigns, and these have proven exceptional as timed reminders or at promoting last minute offers.
One of the challenges to creating targeted marketing across multiple platforms is to ensure its effectiveness. With the latest addition to our SMS Opt-in Manager we can handle the double opt-in process on your behalf, adhering to best practice in the USA.
How to ensure message effectiveness?
One important factor for effectiveness of communications is to ensure that members have registered a strong interest in receiving content from you, they know what to expect, and receive it on a timely basis.
We recently implemented functionality to improve our SMS Opt-in Manager to address these concerns:
- The Movio SMS Opt-in Manager allows you to preserve the preference and choice of your members wishing to receive SMS communication.
- It complies with US legislation requirements and follows the Mobile Marketing Association’s (MMA) best practices guidelines for sending SMS Handles the opt-in process with a 2-step process:Initial opt-in confirmation - Automatically sends member updates back to your loyalty vendor
- We’ve improved on the overall sending rate of SMS
Double opt-in
The goal of the double opt-in process is to make sure that people only receive the communications that they are interested in, and have signed up for.
This is a recommended best practice by CTIA - The Wireless Association to protect consumers:
"All premium services require double opt-in, which means a user must take two discrete actions to accept pricing and relevant service terms before opt-in and billing occurs." CTIA
The customer journey - Example
- Alice wants to sign up for the SMS newsletter of her favorite cinema MovioCo.
- She indicates interest in signing up via the cinema’s website or mobile application.
- The cinema then triggers communication with Alice to ensure that it was Alice that registered interest. The following diagram depicts a sample flow through the double opt-in process.
- With Movio Cinema a SMS message would be sent to Alice and confirm her interest.
- This message would include information about the frequency with which the cinema usually sends out text messages, for example:
- The message allows Alice to make an informed decision, and actively decide whether she wants to receive further SMS messages from MovioCo.
- She can also respond with HELP to receive more detailed information about the newsletter and her options.
- To complete the process, Alice can respond with STOP to cancel her opt-in request.
- If she responds with a YES the double opt-in process is concluded and Alice has signed up for MovioCo’s newsletter.
Alice took two discrete actions to register her interest in the newsletters which ensures that MovioCo can target her with marketing campaigns that she is interested in. For transparency purposes, all of her actions would be confirmed with a follow-up message for her records.
In the near future we will also be adding in-app push notifications, and different platforms such as WeChat, Facebook, Twitter and Snapchat. Movio Cinema aims to ensure the effectiveness of communications and improve the overall marketing experience for moviegoers.
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