How can we integrate sms marketing?
Posted: Tue Dec 03, 2024 8:03 am
The main advantage of SMS marketing is that it allows users to be contacted wherever they are (we all carry our mobile devices with us 24 hours a day). On the other hand, its nature (it is an “intimate” medium) requires a more cautious and respectful approach. We assume that a user who receives 5 or 10 commercial emails a day will not feel extremely annoyed or violated, while if they receive the same number of SMS messages their level of dissatisfaction will be greater. However, it is precisely this “intimate” nature that makes it possible to carry out very effective actions.
As a starting point, we need to establish an SMS message sending program based on a clear and explicit permission from the user to do so. The question is, which of our users will vp administration email lists willingly accept giving us this consent? It seems logical to think that they will be those who value and are most involved with our brand. Additionally, we must take into account that when it comes to information that is highly relevant to the user (for example, an alert indicating that they can pick up an order, or a reminder about the proximity of an event they have registered for) SMS messages are well accepted by the general public. In this way, and based on how imaginative we are, we can develop different tactics to get a customer to give us their mobile phone number on the one hand, and increase repeat purchases on the other.
Three easy-to-implement actions that we can carry out are:
1- Indirect capture of mobile phone numbers
Whether at the point of sale or on the website, we ask the user for their phone number, indicating that we will use it to inform them of the status of their orders. As we mentioned, if the information we are going to communicate is very relevant to the user, they are more likely to provide us with their mobile number.
2- Direct capture
We explicitly ask our clients to provide us with their phone number so that we can send them offers and commercial information. This is a matter of selecting the clients from whom we are going to ask for this information. If we ask this information from a user who does not yet know us, who has not experienced the service we offer and who has not established ties of trust and appreciation with our brand, we will hardly get any responses (in these cases, asking for the email is much more effective).
3- Take advantage of the moments when the user is most willing to respond to the message
In the case of a retailer, for example, if we know which days and times are the busiest for our stores, we can launch an SMS campaign in that time window, inviting our users to come to the store and redeem a promotional code included in the message.
As we have seen, for SMS actions to be effective, the characteristics of the channel must be respected and they must be adapted to the nature of the target. On the other hand, it is necessary to think strategically about which channel to use to communicate with each of our users, taking into account their profile, their value, and the stage they are in within the User Life Cycle .
As a starting point, we need to establish an SMS message sending program based on a clear and explicit permission from the user to do so. The question is, which of our users will vp administration email lists willingly accept giving us this consent? It seems logical to think that they will be those who value and are most involved with our brand. Additionally, we must take into account that when it comes to information that is highly relevant to the user (for example, an alert indicating that they can pick up an order, or a reminder about the proximity of an event they have registered for) SMS messages are well accepted by the general public. In this way, and based on how imaginative we are, we can develop different tactics to get a customer to give us their mobile phone number on the one hand, and increase repeat purchases on the other.
Three easy-to-implement actions that we can carry out are:
1- Indirect capture of mobile phone numbers
Whether at the point of sale or on the website, we ask the user for their phone number, indicating that we will use it to inform them of the status of their orders. As we mentioned, if the information we are going to communicate is very relevant to the user, they are more likely to provide us with their mobile number.
2- Direct capture
We explicitly ask our clients to provide us with their phone number so that we can send them offers and commercial information. This is a matter of selecting the clients from whom we are going to ask for this information. If we ask this information from a user who does not yet know us, who has not experienced the service we offer and who has not established ties of trust and appreciation with our brand, we will hardly get any responses (in these cases, asking for the email is much more effective).
3- Take advantage of the moments when the user is most willing to respond to the message
In the case of a retailer, for example, if we know which days and times are the busiest for our stores, we can launch an SMS campaign in that time window, inviting our users to come to the store and redeem a promotional code included in the message.
As we have seen, for SMS actions to be effective, the characteristics of the channel must be respected and they must be adapted to the nature of the target. On the other hand, it is necessary to think strategically about which channel to use to communicate with each of our users, taking into account their profile, their value, and the stage they are in within the User Life Cycle .