Auntie Anne's Launches New Text Messaging Campaign to Connect with Holiday Shoppers

Auntie Anne's has launched a new campaign that allows holiday shoppers to send a text message to receive exclusive coupons and discounts delivered to their email inbox.

Promoted through in-store signage and emblazoned on the company's cups and pretzel sleeves, the campaign directs customers to text PRETZEL to 80565 to join the company's email Pretzel Perks and begin receiving email coupons.

Powered by on-demand email marketing and one-to-one marketing provider ExactTarget, the campaign is expected to run through January.

"Text messaging allows us to connect with our customers when they are fully engaged with our brand," says April Hoelscher, director of marketing at Auntie Anne's Inc. "By encouraging holiday shoppers to send a quick text message to join Pretzel Perks, we eliminate the need for someone to remember to log on to our Website and subscribe to our email program when they get home."

Once a customer sends a text message to join Pretzel Perks, a text message response is automatically triggered back requesting the customer reply with a defined keyword and email address. Using ExactTarget's integrated text messaging features, the email address is automatically transferred to Auntie Anne's Pretzel Perks email account and an email is generated featuring a link to a downloadable coupon. Housed on an ExactTarget landing page, the coupon can be redeemed in-store and includes links to share the offer with friends.

A revamped email marketing campaign
The addition of text messaging to Auntie Anne's ExactTarget-powered email marketing efforts follows the pretzel maker's overhaul of its email marketing strategy, developed by Richards Relationship Marketing earlier this year. Launched in August, the Auntie Anne's email program includes an automated welcome email and triggered birthday message that have both posted open rates in excess of 50 percent.

The addition of text messaging to Auntie Anne's holiday marketing efforts comes in the wake of Deloitte's 24th Annual Holiday Survey of retail spending and trends, which found nearly one in five consumers (19 percent) plan to use mobile phones to assist with their holiday shopping. The survey found nearly one third (32 percent) of those plan to use their mobile phone to get discounts and coupons.

This ad will auto-close in 10 seconds