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A different way to target mobile consumers

Mobile Consumers SMS Marketing

Making your marketing efforts mobile friendly is discussed on every blog as a must nowadays. But there’s more to it than just optimization. See how SMS marketing could make your email campaigns work harder. 

Mobile email isn’t the only way to interact with customers on the go. The 2014 Email Census reported email marketing as number 1 for ROI, with mobile email accounting for up to 70% of email opens. Add SMS to your summer campaigns and you’ll be using a ready-made channel to give ROI an extra boost.

What are the reasons to use SMS marketing?

Virtually all mobile phones can receive text messages. So SMS marketing reaches your customers whether or not they have smartphones, using an application that’s already on their devices. All you need to do is persuade them to receive SMS communication by including this in the opt-in process.

Once your customers opt in, they’re highly likely to read any SMS communications you may send them. 90% of all text messages are read within just three seconds, and conversion rates are high: the response rate for mobile campaigns is 45%.

No wonder Coca-Cola reportedly spends 70% of its mobile budget on SMS marketing.

How SMS and email can work together

SMS can be a great way of persuading customers to open emails from your brand. And check your stats to see what platforms are most common in your database so you can optimize your design accordingly. But remember that each message should clearly explain what the email is about and what action they should take as a result. For example:

  • Have you read our summer newsletter yet? Check your email for savings of up to 30%.
  • Thanks for your purchase! Your order is on its way and we’ve emailed you with full details.
  • Sign up for our newsletter and get 20% off your next order. Visit www.url.com or follow the link in your order confirmation email.

Do customers welcome SMS?

While read rates are high, SMS is sometimes seen as intrusive. Like any medium though, it all depends on how you use it.

You can choose to filter your messages, and have much greater control. Like setting texts to only arrive during certain hours. Or add an expiry date, so texts only arrive while a promotion is active.

What if customers change their mobile numbers?

Mobile numbers tend to be fairly stable as many people are tied into long-term contracts, but you may have inactive numbers in your database. Make sure you prompt customers to check and update their details on a regular basis.

We can also help you filter out dead or inactive mobile numbers. Chargeable texts are only sent to numbers that are in use.

Key takeaways

  1. Use SMS texts to boost email read rates. Give simple, clear information about why customers should open your emails
  2. Prompt customers to review their contact details regularly so there’s less chance of keeping inactive numbers in your database
  3. Think about timing. Customers don’t want texts about promotions that just ended.

If you’d like to know more about adding SMS to your campaigns, just contact your account manager.







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