Mobil1 Lube Express has effectively used text message reminders to increase repeat customer purchases. The SMS reminders encouraged customers to return to Mobil1 for a discounted oil change. Customers were encouraged to opt in by texting their vehicle licence plate number to an SMS short code, or via the website. The text message response rates out performed mail reminders by 15% and email reminders by 8%, encouraging a huge 35% of customers who received an SMS reminder to return for a service within 45 days.