Reaching your target audience is essential to establishing a relationship with them. With 78.22 million mobile connections , it is clear that smartphones. But also tablets and other mobile devices. Have become a central part of our lives . It is often thought that the use. Of mobile take email marketing service marketing is relegated to specific areas or particular use cases. While it is true that some sectors make greater use of it. Thanks to the versatility of the mobile channel , it can be used by truly all companies. Both to communicate with customers and and internally with employees and collaborators . So despite the numerous use cases and the variety of companies that use it. Are there common rules for creating successful SMS mobile marketing campaigns that are valid for everyone ?
What is mobile marketing?
Mobile marketing is a multi-channel communication strategy, which aims to reach customers or users of a company through all.
Considering that in recent years customer expectations in terms of customer experience and customer service have increased. It is important to consider implementing a broader conversational messaging strategy. Where the customer is placed at the center of the conversation, making him the undisputed protagonist . This can be done thanks to conversational marketing. Creating unique and personalized conversations for each customer.
The 3 Objectives of a Mobile Marketing Campaign via SMS
Let’s focus on one channel only, SMS. What should be the goal of a mobile marketing campaign via SMS? What do those who decide to make SMS a fundamental part of their mobile marketing strategy want to achieve?
We can summarize the main objectives of an SMS marketing campaign into three categories , which are always good to keep in mind when planning an SMS sending.
- Communicate information : regardless of the type of information you want to convey, one of the main objectives of an SMS marketing campaign is to inform. Inform your customers about a promotion, a product launch, but also inform them of new closing or opening hours, confirm an appointment or remind them. Inform your employees of new shifts, extraordinary closures, an ongoing emergency. In other words, promotional, service or emergency SMS communications can be appropriate.
- Ask for information : an SMS can be sent with the purpose of asking for feedback, giving voice to your customers or users. This can be done by adding a link to a landing page with a form or by activating the SMS reception service .
- Stimulate a behavior : in this case it is very important to specify what action you want the recipient to take following the SMS message received. It can be a simple invitation to visit your website or physical store, to fill out a questionnaire, use a discount code, but also make a payment, download a document or book an appointment.
Another thing to always keep in mind is that your SMS mobile marketing campaigns should always incentivize people to stay subscribed to your SMS sending list and therefore avoid recipients from unsubscribing .
The Golden Rules of an SMS Campaign
Always keeping in mind the goal of your count on a chatbot SMS campaign, you should consider applying the following golden rules of SMS mobile marketing as much as possible . This way, you will avoid a high unsubscription rate from your lists and build a solid and trusting relationship with your customers .
1. Be clear
The first rule to follow is to write to your customers when there is a reason. Avoid writing messages of little or no value. Write a short and clear message, avoid beating around the bush . Also, always remember to check spelling, grammar and punctuation before sending.
2. Send at appropriate times
Knowing your target audience and the goal of your campaign, you should think about when is the best time for them to receive your message . For example, if you want to write to your loyal customers consumer data to invite them to the pre-sales, write them a few days in advance. If you need to communicate an unscheduled closure, send as soon as possible to everyone in order to avoid a wasted trip to your business.
That said, there are some considerations that apply to everyone except emergency communications. Don’t send marketing SMS before 9 am and after 7 pm . Respect your customers’ privacy and don’t contact them during off-hours.