In addition to the vast world of transactional communications, SMS is a direct channel for communicating with customers, promoting products and building brand identity . However, SMS marketing strategies are often too rigid , limiting themselves to just 160 characters to post news, offers and discounts in a telegraphic and impersonal way . What they lack is that dose of inventiveness that allows them to adapt the potential of SMS to the specificities of each company. You don't need to be an editor or a digital strategist: all you need is support and some tips that we will give you in this article, as well as examples of real campaigns launched by established brands. Five tips for five objectives united by a single criterion: the redemption rate – a key word when talking about SMS marketing. Let's look at the definition first: In a direct marketing campaign, the redemption rate is the ratio between the number of responses and the number of messages sent.
Now is the time to dive into our 5 SMS marketing tips for building your database, nurturing relationships and more. 1. From fans and email contacts to SMS recipients Objective → Building a database You can engage all of your email contacts and Facebook fans by inviting them to join a hypothetical “Mobile Club” and promising each of them a 50% discount code on their next E-Commerce Photo Editing Service purchase. You will soon see your campaign achieving a high conversion rate. Indeed, it is a strategy of building databases that relies on the existing relationship between the brand and customers who have already expressed their interest in receiving communications and offers, whether by e -email or on social networks. You can perform the same cross-channel database building activity throughout the year without having to launch new campaigns with a simple application:
MailUp Facebook App allows you to create and publish a subscription form on your Facebook page where all visitors can enter their phone number to receive information and offers by SMS. 2. Riddles and quizzes using incoming SMS Objective → Build the relationship and promote news and offers All brands have areas where they test new promotional techniques. How can you make the most of this? With a playful approach and the right incentive. Many companies in the market take advantage of the 160 character SMS limit to be concise when launching news and updates. One of the most active brands in this regard is certainly Starbucks, which has been engaging its contacts via SMS for years. How? 'Or' What? By using the call to action – an aspect of SMS that is too often underestimated: although it is not graphically represented like emails, the call to actionof an SMS is crucial to trigger a response from the recipient. In several of its SMS campaigns, especially when launching new products, Starbucks invites recipients to answer a short and simple quiz : giving the correct answer results in the sending of a coupon usable in all stores.