3 Tips on Making SMS Messaging an Integrated Part of Your Marketing
One of the key takeaways from the Salesforce 2015 State of Marketing Report was that when mobile is integrated into your marketing strategy, everything performs better. That makes sense when you think about it. Mobile is a unique channel that provides you a direct link to your customers. When you’re able to use that channel to help your overall marketing goals across all channels you should see improvement.
But while mobile marketing is viewed as successful on its own too, it’s clear you’ll see more benefits after it’s integrated. But integrating a new marketing channel into your existing strategy isn’t always easy. Here are three tips on how you can start your integration using SMS messaging.
Plan for it. You’re probably pretty practiced at looking at your marketing channels and deciding how one can be used to support another. Mobile is just the same way. You may be unfamiliar with it and how SMS messaging works, but if you view it as “just another channel” it makes the process easier. And if you need some ideas and guidelines on how it can work for you and fit in with your other channels, check out our guides or business sector pages for inspiration. Then when your next campaign comes, you’ll be able to integrate SMS into the overall plan and see your improved results.
Start quickly and easily. If you use a CRM system that uses email for communicating with customers, you can get started sending SMS messages using the same system. Our Email to SMS solutions enable you to send text messages to customers without the need to learn new software or the time it takes to integrate directly into an application.
Work towards a complete solution. Chances are whatever software you’re using to manage your marketing enables you to see all your channels (or most of them). The best way to make sure SMS is part of the overall strategy is to ensure it is also part of your processes – and accessible within your existing software. A full integration into your marketing platform also opens up many other possibilities for what you can do with the information you have on your customers. You can use our Application Programming Interface (API) for this type of integration.
What might an integrated campaign look like? Here are just a couple of very simple examples:
- Drive website traffic to a specific promotion with text messages containing links to the mobile versions of the web page. Given nearly 100% of text messages are read you’re likely to see a much improved response over email – meaning more traffic to the promotion page.
- Use emails or print materials displayed in store to promote the SMS opt in campaign by including all the information they need to join via text message (such as a keyword and shortcode). The more channels you use to advertise the opt in campaign, the higher number of subscribers you’re likely to get. You can also offer incentives for sign-ups: special deals, competitions, product reviews, whatever works in your industry sector.
Adding something new to an established marketing routing might seem like a lot of trouble, but in the end the Salesforce survey results prove it’s worth it for mobile marketing.
It's an app world out there. The average mobile owner has about 40 apps installed at any one time. But they usually use approximately 15 regularly. Personally, that's about right. Though I would bet I've had many more than 40 apps before, but I get around to deleting some eventually.
The drive to earn and retain consumer loyalty is big business in the UK. Increasingly, companies are grasping the important role SMS text messaging can play in this. Customers’ mobile phone numbers are gold dust. The most forward-looking companies are developing systems to encourage customers to opt-in. Then, they are structuring SMS campaigns to build loyalty and reap maximum commercial advantage from it.
In marketing, everyone wants to be more influential and persuasive in order to build loyalty and return custom. To gain the highest ROI, businesses want their marketing campaigns to speak to every individual in such a way that makes them feel connected and yet, with every will in the world, an SMS marketing campaign is only going to achieve this high conversion and success if it manages to tap into consumer psychology.
If you’re still not sure about why you need SMS marketing, this blog takes you beyond the usual statistics to show three convincing reasons why you do. Find out how it provides value to you, and your, customers a variety of ways.
Earlier this year there was big news. WhatsApp users were sending more messages each day than SMS users were sending. According to the Telegraph, WhatsApp was 50% more popular than SMS messaging. And the truth is the number of SMS messages sent each day has declined over the last few years. In the UK it was down almost 25% from 2012 to 2013. But is that the whole picture?
Teasing is a tried and true marketing technique. But there’s a lot you can learn from some recent examples in the video game industry. In particular, how you can create the same kind of frenzy in your SMS list – but only if you do it right.
The other day I received a text message promising me ten days of deals. All I had to do was reply “DEALS” to the shortcode each day and they would send me a coupon for their service. This was great I thought, because my kids had been asking about the company for a while. A deal was just what I needed to get me to let my kids have their way...