Implementing an SMS Marketing Campaign
SMS Marketing can be used to attract customers, strengthen existing customer and prospect relationships and provide a service to your customers.The golden rule "Keep It Simple Stupid" (KISS principle) applies to SMS marketing. The most successful SMS campaigns and services are usually focused on incentives and interactivity, as well as on relevance for the recipient. Just like e-mail marketing, your solution provider pays an integral part of the redemption process of an SMS campaign, so choose wisely.
1: Choose your campaign
There are four main types of SMS campaigns:
a: Promotional communication (Pull campaign). This is the most common form of mobile marketing and is similar to retail promotions. A good example of this is the "Text 'n Win" style campaign, which usually uses a variety of platforms to promote and implement the campaign.
b: CRM. This type of SMS campaign is used to maintain and develop relationships with your existing customers and to create loyalty. The type of sent message is usually of an informative nature, such as account balances from banks, or it may be current marketing messages and updates.
c: B2E. Communication between company and employee can be used to conduct employee promotions, such as incentive programs.
d: Outbound (push campaign). This is usually the first type of campaign that a promoter thinks about because it is similar to e-mail marketing. As with e-mail marketing, spam can be a problem in SMS push campaigns, so we have drawn up a blueprint for a push campaign that meets Spam.
2: get permission for your push campaign
Sending a message to a recipient's mobile phone can be seen as a very intrusive action. So, as long as you have permission to do this, you can be sure that your message / campaign will be read by the recipient, unlike many other media.
In contrast to pull campaigns, which often circumvent privacy problems by using other media to stimulate promotion, resulting in the SMS factor from the customer, the most important step in a push campaign is obtaining permission. Usually these are other types of media, such as website, e-mail marketing, and so on. Remember, however, that because they have signed up for your e-newsletter, this does not mean that you have permission to send them an SMS.
In addition to obtaining permission, you must also provide a way for the recipient to log out easily and easily, requiring a two-way channel. So please contact your service provider to check if they have this option.
3: Carefully plan your push campaign
Plan the details! Most SMS campaigns fail because of a lack of planning. Since SMS campaigns are not used for brand purposes (unidirectional correspondence), they can be interactive and use a return path so that your recipients can reply / confirm / opt-out / enter. Be prepared that they can use it. Make sure there are systems present, plan and care for all types of reactions, including "thank you" messages, viral marketing (get the best out!) And the typical "You have not won" or "wrong code". You have to plan how you will respond to this and manage it. If you do not, the results can be overwhelming.
4: Be timely and add value
One of the big advantages of mobile marketing compared to other media is timeliness, which can be an advantage at two levels. The first is that this means that campaigns can be prepared and sent within a few minutes instead of days or even weeks. It also works from the perspective of the recipient from the perspective of directness. That is why both the content and the timeliness of the message play an important role in the question of whether it is appropriate. Remember that there must be a good reason to send the message to a mobile instead of using another medium. For example, a muffin store that sends an offer for free coffee with a random muffin purchase is ideally dispatched at 10 a.m. instead of at night.
SMS marketing should primarily be used as a promotional tool rather than as an advertising tool. It must add value to the recipient, instead of only containing a brand message.
5: Target your message
As we have discussed, SMS marketing should be used to add value to the recipient, whether it is a promotion such as a contest or providing timely information. It should therefore be aimed at the relevant public that is suitable for the promotion / offer / information. The most basic targeting should be based on age and gender and continue adding.
6: Test your message
Although sms can be more interactive than e-mail marketing, it also shares some positive features of e-mail, such as real-time response tracking and the ability to segment lists. Because text is only text, there are no cross-platform problems to test, just the message, so test it thoroughly. With sms your message is limited to 160 characters (even less with the mandatory opt-out option), so test different versions of the message to see the best answer. As we mentioned above, you should check whether the time (and the time zone) is relevant to the message / promotion and whether the ideal message is sent to the relevant age category
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