Improve SMS Marketing ROI By Giving Your Customers Options
Did you know men and women like to shop for different things? Shocker, isn’t it?
Of course, it’s a simple concept. But Abercrombie and Fitch (A&F) used it to increase their SMS click through rates. How much, they don’t say. The method they used though, is as simple as the concept.
In their SMS marketing messages, they include two links. One is for women and one is for men. It would look something like this:
When someone clicks the “Men” shortlink, they are sent to the men’s section of their website. And of course the “Women” link goes to the women’s section.
It’s an interesting alternative to dropping both men and women off on the same landing page of their website. The theory goes that A&F gets more clicks when using this method because customers know they’ll see exactly the sorts of things they want. They won’t have to search the site for men’s clothing or accessories. They’ll see men’s items immediately. And the same is true for the women.
If you’ve ever received a marketing message and hesitated to click a link, you might understand why this could work so well. Without even realizing it, you might have been thinking “Do I have time to look for something I want on the site?” Or maybe “Will anything I want be on sale?”
The A&F message answers both of these questions. If you’re a man or a woman, they have something on sale for you. And you’ll be sent right to those items so you don’t have to spend time searching around or see loads of other items that you aren’t interested in.
By segmenting their offer this way, they make it easier for the consumer, which is why their click rates improve. Now, let’s look at how you can put this concept to work in your own SMS marketing.
A&F took the broadest categories of customers, divided them up, and gave them each their own link.
Your business might benefit from the same approach, but you can go beyond just using male or female links.
Let’s use an electronics store as another example. ABC Electronics is having a 70% off sale too. But they know not all their customers want everything they sell. So instead, they could include links with the broad categories like appliances, home theatre, computers, video games, etc.
Including too many separate links might become confusing rather than simplifying though, so they should probably stop at the three or four most important categories. They could even do tests on a variety of category descriptions to see which performs better.
Someone receiving a message like this might be more inclined to click if they are in the market for something in one of those categories. For example, say you were considering buying a new computer.
Imagine you get their SMS message, but there is only one link to click. You know they carry computers, but what are the chances any of them are 70% off? Not likely, right? So you don’t click.
You might also know they sell a ton of different electronics items. Even if you want to see if computers are included in the sale, do you have time to click that link right now? How long will it take to load, search, and find any computers on sale? It just seems like too much work or too much time. Maybe you don’t click. Or plan to come back to it later…but then forget all about it.
Now imagine you receive a message saying there is 70% off at ABC Electronics, and you’re presented with separate links to computers, appliances and home theatre. That’s a pretty amazing sale and you know if you click on the computer link, you’ll see all computers on sale. You’d probably click right? It makes it easier for you to act on what you want. The message is providing you with exactly what you want, and that’s part of what segmenting is all about.
Easy To Do
Marketers know that the better they segment their offers, the better the performance. But there’s a lot of work that goes into segmenting properly. If you have the tools, the data and the time, you could segment offers before you send them out (women would only receive women’s offers in the A&F example).
But offering choices in the SMS messages you send is an easier way to achieve a similar result when you don’t have the time, tools, or data to do it ahead of time. At the very least it’s another technique to put into your mobile marketing toolbox.
Just remember to keep the options simple, and you might see an increase in clicks in your next marketing message.
Have you ever used this technique before? We’d love to hear what you have to say. Please share your experiences in the comments.
If you aren’t seeing a positive response from your SMS marketing then your list may be thinking of it as spam and just ignoring it like they do much of their email. So take your latest marketing messages and examine them again with these four questions in mind.
Whilst social media has gained the attention of many small businesses as a marketing technique, SMS marketing has become a highly beneficial way of keeping your customers and clients close and building solid working relationships. According to research, 90% of text messages are read within three minutes, meaning SMS marketing shouldn't be overlooked when it comes to your advertising and customer service strategies. SMS marketing may be an ideal tactic for your business marketing, so here's a list of what to do and what not to do to ensure you're making the most of your campaign.
While there are many ways you can probably think of to promote your SMS opt in campaign, there may be some “free” channels you’re neglecting. Thanks to Google, I can point out seven of them. At the mCommerce Summit Google gave a presentation about app promotion and optimising. I can’t even convey how exasperated the presenter was when he talked about how many opportunities companies just let slip by.
SMS marketing can be an incredibly useful tool for successful mobile marketing campaigns. However, it is not without its pitfalls. We have compiled a list of six of the worst SMS mobile marketing faux pas, so that you can avoid them and text your way to marketing success.
You’ve probably seen many SMS opt in messages. They’re usually short little blurbs on websites, flyers, TV ads and many other places. You might have even heard one on the radio. They’re so simple, it doesn’t seem it would take a lot of time to make them right?
Good copywriting is something marketers understand. But it's easy to forget the basic principles when running SMS marketing campaigns. You only have 160 characters after all (or 453 characters if you're using fastsms). While there are many elements to successful copywriting, there's one element that is often either overlooked or over-used. What is it? Urgency.
Getting to grips with the underlying psychology of how audiences react both consciously and subconsciously to your message is key to achieving the maximum effect in any type of marketing. All kinds of things come into play with different media, from colours and shapes to images and videos. Even the way things move can have a powerful effect on a viewer. Unlike many other forms of marketing, however, SMS marketing is unique in that the only tool you have is words - and not many of them. But armed with a basic knowledge of consumer psychology, 456 characters is more than enough to get the desired effect. In this article, we present our six top tips to take advantage of the psychology of SMS messaging.
One of the best things about instant messaging is the ability to send emoticons and emoji to convey a feeling with just one image. Many companies are trying to use them in their SMS marketing. There are technical issues with using them though, as well as questions on whether it’s good marketing practice.
SMS marketing offers the ability to send time-sensitive offers to your best customers. But are you missing out on the potential of your own brand in your offers? Read this post to see an example of how a simple trick can potentially boost your results.