Question: Crate & Barrel recently sent out an SMS promotion to its audience that included the following. If they didn’t receive the results they were looking for, what’s one thing they could improve upon with their SMS strategy moving forward?
- Don’t identify themselves up front. Their brand name takes up too much space on the test.
- Use a related image. Based on this photo, it’s difficult to tell what exactly they’re advertising.
- Remove the link. Audience members often think links look spammy.
- Try to use more emojis. The lack of emojis doesn’t match user expectations.
Explanation
Effective SMS marketing needs clear, relevant creative that helps recipients understand the offer quickly. A promotional image should reinforce the message rather than create confusion about what is being advertised. Mobile messages have limited attention, so the visual and copy need to work together immediately. Improving image relevance reduces friction and makes the call-to-action easier to evaluate.
Why the other options are incorrect
Don’t identify themselves is incorrect because clear brand identification builds trust and reduces the chance the message feels suspicious.
Remove the link is incorrect because a promotional SMS usually needs a clear path for the recipient to act.
Use more emojis is incorrect because emojis are optional and should not replace message clarity or relevance.
Source for verification
https://knowledge.hubspot.com/sms/create-and-send-sms-messages
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