Online fashion and sports retailer MandMDirect.com has seen a 6% sales conversion rate from mobile promotional campaigns over the last four months.

The campaigns, created by mobile marketing agency Sponge, involved sending text messages each month to its active customers, encouraging them to buy products via discount codes that could be activated on the retailer’s website. 6% of customers receiving text messages from MandMDirect.com went on to make a purchase.

MandMDirect.com head of UK marketing Jonathan Jones said: “Our customer base wants the best deals but doesn’t want to spend ages looking for them - by using text messages we’re able to give them relevant and timely offers such as free delivery, ensuring they can take advantage of promotions as and when they happen.”

MandMDirect.com is considering testing a wider variety of offers, techniques and tactics to understand what best drives response to feed into campaigns.

The online retailer is also considering extending its mobile marketing programme to overseas territories.

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