Good morning, I’m just kidding, I didn’t text you, 

But, if you’re part of a retailer or DTC brand’s marketing organization, you may want to seriously consider adding SMS as a marketing channel. It turns out more than 90% of text messages are opened by recipients. When you consider email open rates for retail marketers are just over 18%, a text message campaign could very well far out-perform your email marketing efforts. 

A number of high-profile retailers are currently using SMS, including Macy’s, Bloomingdales, Old Navy, Nordstrom, Crate and Barrel, Kmart, Bed Bath & Beyond and Eddie Bauer, according to MarTech Today’s Greg Sterling. He says DTC brands are also taking advantage of it as well for various customer communications, including promotions, shipping notifications, shopping cart abandonment alerts, reminders and more. 

“According to a recent Yotpo survey of 800 adults from a wide range of different countries, more than half of respondents said they wanted a text relationship with their favorite brands (51%),” writes Greg, “It’s a low-cost channel with very high response rates. More than two-thirds of those receiving texts from retailers have made a purchase accordingly.” 

Speaking of retail marketing efforts, are you familiar with Kenshoo’s ecommerce solution? The platform offers a holistic measurement of Amazon Advertising activity along with bid management options, reporting metrics, integrations and other digital commerce functionality. 

“Advertisers have access to product-driven campaign management at scale,” writes MarTech Today’s Pamela Parker in her comprehensive overview of Kenshoo’s commerce capabilities, “Features such as bulk creation, automated actions and keyword management provide a way to control complex Amazon Advertising programs.” 

We have more martech news for you below, including a “free-for-life” product release from Appsflyer.

Amy Gesenhues,
Senior Editor

 
 
 

Does your enterprise need an identity resolution platform?

Connecting consumer identifiers has become a mandate for enterprise marketers trying to meet customer expectations for a consistent, personalized brand experience. This MarTech Today guide examines the market for identity resolution tools and what you should expect when implementing this software into your business and includes profiles of 12 leading vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.

Read more »

 
MarTech Minute
 

No budget? No problem: Appsflyer just released a suite of free marketing tools

Appsflyer, a mobile attribution platform, has launched Zero — a “free-for-life” suite of software tools and APIs as part of its Zero Budget Marketing initiative. According to the company, the goal is to give developers, product managers and marketers free solutions that will help with growth and give them the tools they need to leverage their earned and owned media strategy. “Companies need to focus on having a great product and onboarding experience,” said CEO Oren Kaniel, “This is the time for brands to get creative and grow their business at zero cost.” The package includes OneLink, a deep-linking technology solution, web-to-app and social media-to-app tools, Smart Banners, SMS and QR codes and more. 

Why we care: Any free offering is most often a gateway for marketing platforms to gather new leads, but it’s difficult to pass up an offer like this with so many marketing teams facing smaller budgets and fewer resources. Also, Appsflyer says brands can sign up without giving over any payment information or an SDK integration — making it a lot easier to commit. 

In other martech news …

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

How AI is Tackling Marketers’ Top Video Management Challenges – CMS Wire

Snap launches new shows, games, developer tools in bid to grow audience – Reuters

API platform Postman delivers $150M Series C on $2B valuation – TechCrunch

Researchers detail technique that enables attackers to ‘steal’ reinforcement learning algorithms – VentureBeat

OpenAI will start selling its text-generation tech, and the first customers include Reddit – The Verge

Voice assistants deepen ties with brands, study says – Retail Dive

How Does Facebook Use Machine Learning to Deliver Ads? – Facebook for Business

How Should Buyers Approach A Programmatic Reopening? – AdExchanger