SMS most “cost-effective” way to reach customers, IHOP believes

SMS marketing has been declared as the “most cost-effective” way to engage with customers by Ever Santana, a representative for the International House of Pancakes (IHOP) restaurants.

One of the American chain’s branches has been using SMS marketing to reach out to its audience – and to great success, if Santana’s comments are anything to go by.

The franchise owner told “This is really the most cost-effective way to reach consumers. It is low cost, easy to execute and it reaches a wide variety of people.”

In order to utilise SMS marketing to its greatest effect, IHOP offered those who opted in to its messages coupons for the restaurant. Those who did opt in were able to claim a free stack of pancakes. They will also receive more vouchers in the future and approximately two updates per month.

IHOP confirmed that in the 30 days since it launched its SMS campaign, over 100 coupons have been redeemed and what’s more, visitors to IHOP are actually buying more food off the back of using their voucher. Some have even purchased full meals for their entire family, resulting in a great return on investment for the food chain.

The opt-out rate so far for the SMS campaign is only 10 per cent, too; plus IHOP confirmed on that traffic into the restaurants during the week (when the coupons could be redeemed) has “substantially” increased.

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