Webinar: SMS for Email Service Providers

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Webinar: SMS for Email Service Providers

  1. 1. Waterfall Industry* Insights Kane Russell, VP of Marketing Waterfall * SMS For Email Service Providers
  2. 2. The Waterfall Platform Waterfall Mobile Corporate ๏ Founded August 2005 ๏ Offices in SFO (HQ), NYC & Austin ๏ Backed by Vista Equity Partners ๏ Cross-channel mobile & social CRM via SMS, MMS, QR Codes, IVR, Facebook & Twitter ๏ New updates available @ www.waterfall.com ๏ Mobile personalized engagement ๏ Custom application development ๏ Short code provisioning, certification & audit management The Waterfall Platform
  3. 3. Reference Clients & Brand Campaigns
  4. 4. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
  5. 5. SMS & Email Integration Source: Strongmail, 2012 Yes 43%No 57% Businesses that have integrated SMS and email
  6. 6. Digital Marketing Growth in the U.S. 2011 2012 2013 2014 2015 2016 $8,237 $7,057 $5,697 $4,238 $2,777 $1,652 $4,995 $4,217 $3,453 $2,760 $2,119 $1,590 $2,468$2,262$2,066$1,875$1,694$1,510 Email marketing Social media marketing Mobile marketing $3,242 $4,896 $6,998 $9,150 $11,274 $13,232 32% 10% 26% 38% CAGR Source: Forrester, 2011 U.S. Mobile, Social & Email Market Value ($s in millions)
  7. 7. Digital Channel Reach Source: Mashable, 2012 98% SMS Opened FB News Feed Viewed 16% Tweets Viewed 29%12% Emails Opened
  8. 8. Digital Channel Immediacy Source: Mashable, Mass Mailer, 2012 98% SMS messages opened within 3 minutes 50% Emails opened within 6 hours
  9. 9. Digital Channel Visibility Source: Mashable, Hubspot, 2012 Avg # of times people check their phone daily FB users who log in minimum once per day 58% 43% People who check email more than 4 times daily 150
  10. 10. Approach To Email & Mobile Integration Source: Strongmail, 2012 Use mobile optimized web pages Capture mobile number during email sign up Use mobile optimized templates Cross-channel email and SMS 21% 22% 25% 32%
  11. 11. From Multichannel To Cross-Channel Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission. Multichannel marketing CRM is the use of different and disparate channels to simultaneously push the same message to the consumer. Channels Brand Channel Channel Channel Brand}}CONSUMER CONSUMER
  12. 12. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
  13. 13. The Choice ESP creates an SMS enhancement to an email platform platform using in-house resources. ESP purchases SMS capabilities from a vendor and integrates into an email platform via API. Buy Build
  14. 14. Total Cost Of Ownership (TCO) Software Compliance Support Innovation Analytics Speed to market Sales expertise All of the following are crucial for an effective integrated email/SMS solution:
  15. 15. Risks Of Ignoring TCO TCO Factor Ignorance Risk Software Non-competitive short-term solution. Compliance Legal fines and fees. Support Unprofitable SMS and email integration. Innovation Non-competitive long-term solution. Analytics Unable to compute ROI. Speed to market Customers switch vendors. Sales expertise Insignificant revenue increase from integration.
  16. 16. Proper TCO Approach To Maximize ROI TCO Factor Approach Software Think business model / core competence first. Compliance Acknowledge as a full-time job. Support Develop portfolio of mobile-specific resources. Innovation Take a long-term view. Analytics Share insights from email and SMS. Speed to market Minimal hassle scalability is crucial. Sales expertise Be prepared to talk the talk.
  17. 17. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
  18. 18. Short Codes 1. ESP should select and provisions its own dedicated short code. 2. During the 8-10 week provisioning process, ESP uses a vendor or aggregator shared short code for testing. 3. Once live, ESP packages and sells campaigns on the ESP’s dedicated short code to its clients. 4. ESP develops necessary infrastructure to offer and manage a dedicated short code for high volume clients.
  19. 19. Keyword Lookups An example keyword lookup interface. As the user adds a letter to the keyword, the system automatically updates to inform the availability.
  20. 20. Mobile Subscriptions Toggle Single opt-in where end users subscribe simply by texting the keyword ATTSHOUT to the short code 44144. Double opt-in where subscription does not occur until after the end user has taken an additional action, in this case replying “Y” to an SMS prompt.
  21. 21. Basic Text And Dynamic Content Static Content (e.g. Basic Text Response) Process: content creator sets content; user requests content; content sent to user. Dynamic Content (e.g. Dealer Locator) Process: content creator sets content; content connects to external data source; user requests content; application requests information from external data source; content delivered to user.
  22. 22. List Management 1 2 3 4 1 Keyword filtering 2 Metadata selection 3 Targeted blasts 4 Subscriber numbers
  23. 23. Analytics 1 2 3 4 5 1 MTs 2 Delivery 3 MOs 4 Clickthrough 5 Export
  24. 24. Tactics List Management Sync subscriber lists with appropriate batch cycle Product Development Offer solutions not officially released within the user interface Customer Acquisition Start by providing current customers with an upsell into their account
  25. 25. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case studies 5. Takeaways
  26. 26. Heineken: Online Opt-in
  27. 27. Heineken: Online Opt-in Takeaways Do • Integrate SMS/Email Sign Up • Include metadata collection fields • Respond immediately Don’t • Disregard the importance of sign up incentives
  28. 28. PETA: Text “Y” Action Alerts
  29. 29. PETA: Text “Y” Action Alerts Takeaways Do • Channel optimization • Metadata integration Don’t • Forget to communicate results or outcome
  30. 30. Example: Results Communication Text
  31. 31. Constant Contact: Crawl-Walk-Run Takeaways ... Do • Drive participation with non-monetary and monetary incentives Don’t • Fail to promote across channels
  32. 32. Constant Contact: Crawl-Walk-Run Takeaways ... Do • Integrate features over time Don’t • Risk losing momentum
  33. 33. Bronto: User Interface
  34. 34. Bronto: User Interface Takeaways ... Do • Focus on the intuitiveness of the user interface Don’t • Fail to provide mobile- specific content and resources for your customers
  35. 35. Art Of The Call To Action Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI. http://artofthecta.com/
  36. 36. Agenda For Today’s Webinar 1. The mobile mindset 2. Select the best implementation 3. Create the ideal product features 4. Case Studies 5. Takeaways
  37. 37. Four Steps To Effective Email + SMS 1. Implement 2. Integrate 3. Interact 4. Iterate
  38. 38. For more information visit www.waterfall.com Contact us directly @ marketing@waterfall.com Further industry insight available on our blog @ waterfall.com/blog/ More resources @ http://bit.ly/mobileindustryguides Discussion

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