Want Responses? Try SMS-Based Calls to Action

SMS may lack sizzle, but it can deliver the goods if provoking your audience to action is the goal, as Chicago's Shedd Aquarium recently discovered from its summer test campaigns. To herd visitors to its new Fantasea aquatic show, Shedd Aquarium put a couple of direct-response tactics to the test to see if consumers preferred SMS or web-based calls to action.