Legal & General is to use a new text-to-email response service, RSPVi, to promote its range of tax-efficient investment savings accounts (ISA) during the busy ISA season.
The firm is highlighting the mobile information line in all national press and poster advertising in the run-up to the end of the tax year.
Registered users of RSVPi simply text the words "ISA OFFER" to 81211 and get an e-mail by return from Legal & General with further information and links to the insurer's Web site to buy online.
Claire Stracey, retail investments marketing director says the inclusion of RSVPi’s text-to-email response mechanism in the campaign reflects the increasing mainstream use of text as a communications medium: "Around 27 million people in the UK have an e-mail address and know how to text so most investors can request information straight away and are only one click away from our Web site."
The e-mail address will not be used to communicate any further marketing information, she says.