Smash Hits SMS Club Sees Success
Flytxt has reported success for Emap’s customer relationship management campaign for Smash Hits, the SMS Poptext Club. Research into the service, which includes gossip, offers and competitions, has revealed a high level of enjoyment among members, as well as acceptance among the opt-in members of messages from third party advertisers.
The research findings showed that 96% of members of the club, which has been running for 18 months, enjoy being part of it. 91% of respondents felt that it shows that Smash Hits really cares about its readers, 77% cited the club as a reason why they buy the magazine, while 85% look forward to receiving all messages from the club.
Carsten Boers, head of client services, commented: “We are obviously extremely pleased, although not altogether surprised with the research findings, as the Poptext Club is one of our flagship and longest running campaigns. The fact that we’re introducing advertising messages successfully into the mix is another exciting progression in the campaign’s development, one of many more to come, we hope.”
The credibility of the club was found to be an asset when it came to third party advertiser messages, which so far have come from companies including Wella, Alliance & Leicester, Hallmark and Barclays. 92% of members were happy to receive messages from other companies. Members perceive the Club to be more of a service than an advertising channel and none of the messages sent via the brand were perceived to be ‘dodgy’, junk or ‘just’ advertising.
Messages are also sent by the service reminding members when the new issues of Smash Hits come out. These were found to be positively received and even generated excitement and interest in the next edition. 95% said they found the reminders useful, 31% even said it was their favourite type of message. Members also value the interactive elements of the service, while 69% will tell friends about the messages they receive.
Emap: 01733 568 900 www.emap.co.uk
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