Tips for a Successful SMS Marketing Campaign
Here are some general tips we’ve found have helped our customers get the results they are looking for with their SMS marketing:
You Need More Information
Methods to get more customers and collect more information need to start with opt-in methods that are convenient and easy to use for the consumer. If it’s complicated, the vast majority of them will never take the time to fill out a form or answer a survey.
In the quest for easier methods for customers to opt in to messaging campaigns, more and more Fortune 500 companies are implementing texting into their business outreach efforts. Texting has a 98% message read rate, and it allows you to connect with contacts quickly, as 90% of the text messages are opened within 3 minutes. The great thing about texting is that it’s one of the easiest ways to collect customer information. They can opt in by texting in a mobile keyword, and then answer a few questions that are automatically sent as replies. If you have a texting provider that can capture this data, then you can use it to further target your messages.
Getting all of this information is great, and it will help you with targeting. But it shouldn’t stop there. You should be analyzing this data, so powerful custom reporting is needed to make sure you find and analyze the right trends in order to better understand your customers.
Target Your Messages to Your Audience
Targeting is only able to be as effective as the quality of the data it uses. Customers will give you this data if you give them incentives, whether it’s the chance to get better and more personalized offers or just giving you the opportunity to give them better service based on what you know about them. In fact, 79% of customers are willing to share their information with you if it means they get relevant engagement. Even more powerfully, that number jumps to 88% if they receive personalized offers that are relevant to their interests. If 88% of your audience wants something, then you need to listen.
Between web-based or text message surveys, votes, online sign-up form, data capture and database import, you can build a database that gives you the power to accurately target your messages. But this collected information can’t exist in their own silo, you need to share this data securely with all of your messaging programs to make sure customers get the most targeted communication possible every time you message them, across all channels - text, email, or voice.
Automate Your Marketing
Automation is a big buzzword, and it’s changed nearly everything we own, from our homes, to manufacturing, and even our cars. But what can you do to implement it in your marketing? The simple answer is you can build this yourself if you have a coding team. But if your company doesn’t have a coding team or the programming time to build automation into your systems, there are some cost-effective ways to implement automation.
The first is choosing a partner that can do this for you. Whether it’s choosing a marketing automation provider (like Trumpia) or custom development partner (also Trumpia) to build integrations, you need to automate manual processes in order to make the most out of your employee's time and provide the best customer experiences.
Integrate Your Marketing
In order to make the most of your data, you need to integrate your applications so that they work together. Integration platforms like Zapier allow you to connect thousands of different programs together so that they trigger off of each other, so you can turn your mass of unconnected programs into an interconnected web, saving vital time and resources by unifying your communications. This applies to your CRMs too. Applications like Salesforce allow you to integrate different applications and messaging channels into one easy-to-use interface.
And of course there are always API integrations. Implementing a multichannel API into your programs allows you to scale up to thousands of messages that you can send customers across any channel you’d like. This alleviates the pain of marketing or messaging thousands of contacts on different channels and allows your team to just compose their messages on a platform and automatically send them out on relevant channels.
Use Omni-Channel Communications To Reach Your Entire Audience
One study from Inc. found that poor communication cost businesses over $37 Billion last year. In order to make sure you don’t fall victim to this pitfall, you need to cast a wider net by combining traditional and proven communication channels like email and voice calls with newer and more wide-spread methods like texting and social media.
But if you use multiple software for each of these channels, you’ll be left with multiple bills, multiple platforms to use and train staff on, and multiple reports that won’t give you the full picture. Even worse, you’ll have separate databases that could have completely different information on the same customer. So when you try to target a promotion in your email and texting software, you’ll have different if not incorrect data to work off of.
That is why it is so imperative that you choose a messaging provider that can give you multiple channels in a single integrated platform. This will let you run coordinated campaigns across all your channels based on the same history and targeting data, so you can send the right message, through the right channel, at the right time.
According to Salesforce, over 60% of marketers feel unequipped to reach their audience across multiple channels. So when you adopt a multi-channel strategy, your company will have a natural advantage over the competition.