Tip 1 – Segment Your Audience
I often hear people complain about the Bulk SMS or email marketing they receive. Most people report “almost all the marketing messages I get are useless.”
But when you dig a bit deeper, you find that when you send the right message to the right customer, they say “I liked that message, but that wasn’t marketing, that was useful!”
Segmentation and targeting means ensuring any individual gets the message most relevant to them. It can make the difference between seeming like an informational message and spam.
Integrate your CRM with your messaging platform. Make sure you use purchase history, demographics and any other data you have to ensure you get the right message to the right people. As most of your customers have smartphones now you can also track which mobile campaigns are getting clicks and engagement, to help you continuously improve over time.
Tip 2 – Timing is Key
As they say, timing is everything. There are two important aspects of timing that you should pay attention to if you want your Bulk SMS campaign to be successful. First, open-ended messages are less successful than messages that have deals that expire. Create the text of your SMS to portray that the deal is “expires soon” or something similar.
The second aspect of this tip is completely unrelated to the last. You want to make sure your SMS messages are sent at opportune times. For example when someone buys a particular product, you could send him or her an SMS message about a related product in hopes of getting him or her interested.
Marketing emails on Saturdays often produce dire results, but SMS can often have its best day on a Saturday. Experiment with timing.
Tip 3 – There’s Power in Triggered Messages
The average email open rate climbs gradually after sending for about 24 hours. The average SMS open rate spikes, with 70% of opens happening in the first 60 minutes.
This immediacy allows for triggered SMS messages. For example, if you have a regular customer over a period of time, and they stop coming into your store, you can send them a text with deals to get them to come back.
These messages can be triggered by any action (or inaction) by the customer, from not coming to visit your ecommerce shop to buying a particular product. These triggered messages are also great ways to ask for feedback from your customers. If they make a 5th visit this month, you can present them with a survey to learn more about your VIPs.
Tip 4 – Short, Sweet, and Simple
This may be the most important tip to follow if you want your SMS campaign to be successful. For one thing, remember that most carriers limit the length of a text message to 160 characters. Besides that, however, the faster you get to the meat of your message, the better.
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