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How to create and implement a successful SMS marketing campaign
There are countless reasons why your business should consider implementing SMS marketing as part of your overall communications strategy.
It’s budget-friendly – you can send messages from around 2p / 2 cents per message
It hits the mark – over 97% of text messages are read within the first four minutes
It produces results – 30% of SMS campaigns receive average response rates of 30%, compared to 4% for emails
But there are rules to follow in order for each of your SMS campaigns to be successful. In this post I will inform you of the rules we encourage customers to adopt as often as possible when building your SMS marketing campaign. In addition, I’ll also showcase a ‘How To’, bringing these rules into a real life campaign example that you’ll be able to adopt in your own SMS practice.Rule 1 – Communicate valuable offerings
Remember that your consumers seek valuable offers. Always make sure that the SMS you send out creates a hard to resist offer. Put yourself in the shoes of your customers or prospective customers and ask yourself, will this interest them? Will this encourage them to checkout, visit your store, call or email you?
No audience wants to receive a worthless, pointless offer from a brand that they love, and remember, you want your customers to love you.Example:
Buy 2 jeans, get 1 shirt for FREE for all Gold text Club members this whole week at the Levi’s Frankwood Shopping Mall outlet. Show this text to redeem this deal. Customer service representatives are waiting for you at the store! Levi Strauss & Co.Rule 2 – Start the text with your offer
Text message marketing is built to be concise and to the point. Your audience are busy people, and not getting to the point straight away will turn them off. Just cut right to the chase in order to reach everyone. Placing your offer at the beginning of the message grabs maximum attention.Example:
Buy 2 jeans, get 1 shirt for FREE for all Gold text Club members this whole week at the Levi’s Frankwood Shopping Mall outlet. Show this text to redeem this deal. Customer service representatives are waiting for you at the store! Levi Strauss & Co.Rule 3 – Keep it exclusive
In order to make the most out of your SMS campaign, make sure you that what your offers seems to be exclusive to the person reading and receiving it. Make your audience feel as though they are part of something special. If an offer is available to everyone, then redeeming that offer becomes less attractive and urgent. Making a sale via SMS is all about ensuring your feel special and valued.Example:
Buy 2 jeans, get 1 shirt for FREE for all Gold text Club members this whole week at the Levi’s Frankwood Shopping Mall outlet. Show this text to redeem this deal. Customer service representatives are waiting for you at the store! Levi Strauss & Co.Rule 4 – Create a sense of urgency
Your business can see rising footfall, website visits and revenue if you create a sense of urgency amongst your audience. Your audience will take time out of their day if you create enough of a reason for them to. An offer is a viable offer only if there is an expiry date associated with the offer and that this is clearly communicated in the offer itself.Example:
Mentioning the location is the single most important element of your text message that your audience will need to know in order to redeem the offer. Do not miss out on stating the exact location of your store, even if it is an eCommerce store. Your audience would lose respect and willingness to engage with you as a brand if you grabbed their attention with an offer, without telling them where to go to get it.Example:
A call to action is vital in order to lead the customer into your sales funnel. Keep your call to action clean and simple and easy to follow. Assume that your audience are lazy, but a clever call to action will spring them into action.Example:
There are different ways to ensure that your audience know where the text is coming from. The sender ID can be used for this purpose, but what your audience is reading when they receive the text is the text itself, so it’s worth signing off with who you are in the body of the text as well.Example:
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What do effective integrated marketing campaigns have in common?
Integrated marketing campaigns can be a tricky art to perfect. We live in a multi-media world, which means that new media and old media sit alongside one another, sometimes competing, other times working collectively – in the case of integrated campaigns they work together.#1 Compare the Market – Baby Oleg
More recently, in August we were shown Baby Oleg’s life journey.
The continuous roll out and development on this character throughout the year has proven consistency of the brand and messaging – key factors in creating a solid campaign. These friendly Meerkats have almost become part of everyday life, as they quite literally pop up everywhere.#2 O2 – Be More Dog
Originally launch last year O2’s ‘Be More Dog’ campaign, which featured a ginger cat trying to live a dog’s life had been a huge success for the brand. Granted – being ‘more dog’ has nothing to do with mobile phones, but the quirkiness of the integrated campaign is what led its success.
To promote its revamped priority app in May 2014 launched a £7m campaign using England rugby players, Mike Brown and Alex Goode attempting to Be More Dog: in this, we see the cat become a motivational speaker.
This integrated marketing campaign from O2 is so clever it not only intrigues users due to its kooky nature and offers them something extra in the form of priority.#3 chúng tôi – Sorry for all the holiday Spam
Launching a package for customers to use their phone in 16 destinations worldwide like they would at home, with no extra cost for data led to 3 having to make one large apology… to the entire nation.
Relevance is the key to this integrated campaign – it was successful by people being able to relate to it, whether they were on holiday, or fed up of everyone else’s holiday spam. The campaign was also consistent with the hashtag #holidayspam included in every part of the marketing collateral.#4 Lidl – #lidlsurprises
The most recent Lidl Surprises, ingenious campaign rolled out on the 4th September on television, print and outdoor – accompanied by a larger than normal social media boost.
The entire campaign is amongst Lidl’s efforts to step away from traditional media, moving into engaging and interacting with its customers on social media and in stores. Mixing both traditional and digital media together offers a smooth transition to a more up to date modern approach for Lidl’s marketing efforts.
This campaign is definitely a step in the right direction, putting Lidl right up against UK supermarket giants like Tesco and Asda. It is difficult to determine the full extent of the success this campaign has achieved yet. Despite this, the social media buzz surrounding it was significant.#5 Coca-Cola – Coca-Cola Life
Recently, Coca-Cola launched a new product to its long standing line of soft drinks, called ‘Coca-Cola Life’ along with a month long campaign. Coca-Cola Life fits in the same kind of category as Coke Zero and Diet Coke – another one of Coca-Cola’s attempts to release a healthier option to its main heavily sugary product.
Along with all of the above, Coca-Cola launched a competition – on Saturday 20th September a pop-up shop opened on South Molton Street, London offering customers to not just have a taste of the new Life drink, but also give them a chance of winning a Coca-Cola Life prize – one of those being a long weekend in New York City. Of course, to fulfil the campaign’s integrated position those who were not able to visit the pop-up shop still had the chance to enter the competition by sharing a Coca-Cola Life moment picture online and using the hashtags #CocaColaLife and #comp.
The product is yet to be proven as a success, but as a campaign it’s fulfilling every specification to be a great integrated marketing campaign.
There’s a few lessons that can be learned from these integrated marketing case studies; one of those being that it doesn’t matter if you mix up the media within your campaign, in fact it’s largely positive, you just have to ensure that there is brand consistency across the entire roll out.
The way in which the message is communicated can also alter the effectiveness of the campaign, as can choosing which media should be at the forefront or the driving factor behind your strategy. It can all become a difficult balance to get right but it’s crucial that you do get it right.
Maggie Majstrova is the Studio Manager at Higher Ground Creative, with a background in Account Management and Web Development. You can connect with Maggie on LinkedIn and Google+
Day 1 - Answer the key content marketing strategy questions
In this practical, 5 day series, I’ll help define a ‘quick-and-dirty’ 5-day plan to help towards improving your content marketing strategy, without spending a fortune on paid media content distribution.
I’ve said this series is ‘quick and dirty’ since we believe that The perfect is often enemy of the good. When it comes to content strategy, it’s easy to spend a vast amount of time thinking about what you’re going to do and worrying about how to get it just right… without actually getting any content created or distributed.
But there comes a time when the Why needs to turn into the How. If you wait for all your strategic ducks to line up in a perfectly formed row, there’s a good chance the opportunity that content offers your business will drift off with the competition.
That doesn’t mean you should start producing content at random and hope for the best. A good content marketing plan is vital to turn your strategy into an agile, flexible operation – one that, thanks to the nature of digital, you can test and refine as you implement it.
So here is our quick-and-dirty plan for getting a strategic, well-planned, effective content marketing operation off the ground in just 5 days…Day 1: Answer the big questions as best you can
Today you’re going to try and answer the big strategic questions as far as you can – in 1 day.
You’re going to work with what you know, and make intelligent guesses about what you don’t.
Take a look at the questions below and jot down the answers on 1 document, which you can then share with the team.
You can return to and update this ‘strategy’ whenever you want to tweak it in the light of new insights or decisions, or when you’ve had more time (or more budget) for research.
Sit yourself somewhere quiet on your own, or if you can gather your team run this as a group session.
Don’t invite all of the interested stakeholders unless you can be sure of alignment and a speedy output. Remember this is a quick-and-dirty approach!
Finally, write down, as far as you can, the answers to these questions:
Q2. Who are we trying to reach? Summarise personas, demographics and any other customer data you have easy access to. Again, focus on the top 3.
Q3. How will we know if our content marketing is working? Make a quick list of easily achievable and available measurements – social shares and likes, email data capture, newsletter opens, search traffic, bounce rates etc.
Q4. What’s our tone of voice? If you don’t have tonal guidelines, find a piece of previous content you all liked and use that as a shorthand reference. Pick out 5 things from it to act as guidelines for future content.
Output: A core strategy document outlining goals, audience, tone of voice guidelines and success indicators.What’s coming next in our 5 part of our content marketing series?
Day 2: What’s your content brand? What kind of content will support your core strategy and how are you going to figure this out? A great example to learn from is included.
Day 3: How are you going to produce this content? Create your team structure, sources and workflows.
Day 4: Idea generation and editorial planning – quick ways to produce a detailed calendar in 1 day and some case studies to help you along.
Day 5: How are you going to build momentum and keep all of this going? Find out how to kick the whole thing off and create a blueprint for growth and learning in just 1 day.Image/Copyright:@PA Images
Although text message marketing isn’t my specialty, I’ve been hearing some impressive results. I had an opportunity to interview with Justin Rockwell of OIR Interactive and chúng tôi so I thought I’d get the low down on what kind of results you can get, how to get those results, and how you can combine social media distribution with text messaging as a conversion point.
Justin Rockwell: My favorite success with SMS was the Red Cross text-to-donate campaign after the earthquake in Haiti… Because it was so easy to share and distribute the call-to-action, the campaign took off virally across Twitter and Facebook. The Red Cross raised $7 million in less than one week strictly through text messages.
Brian Carter: What’s the big opportunity in text message marketing for regular businesses?
Brian Carter: What businesses benefit the most from it? And are there places that shouldn’t invest in it?
Text message offers allow consumers to be compulsive in their decision making. Consequently, a business will have an easier time driving someone instantly to its establishment if the purchase is something the consumer can make on a whim.
This doesn’t mean that expensive retailers shouldn’t include text message marketing within their campaigns; it just means that their expectations on how a campaign will perform should be adjusted. Car dealerships, realtors and fine jewelers might have lower opt-in rates, but they need to consider the quality of those subscribers that do join. These subscribers are “serious buyers,” and they are highly likely to make their expensive purchase within a short time frame.
Brian Carter: Why did you want to get into facilitating this kind of marketing?
Justin Rockwell: Consumers have been demanding mobile content for a while but many marketers have been reluctant to take the plunge into full-service mobile marketing. This was an opportunity for me and my business to stay ahead of the trends and offer clients something new. This was the reason we built TextBoard. We needed a solid application that would meet our demands as marketers and show results to businesses running their campaigns.
Offering text message marketing services made the most sense because of how pervasive and inexpensive texting is for businesses and consumers. Whereas mobile websites and applications only work on “smart phones” or with people that have data plans, text messaging is supported on almost 100% of all devices and is low-cost or free for almost everyone.
Brian Carter: What’s different about TextBoard?
Brian Carter: Is text message marketing growing?
Justin Rockwell: The number of consumers who text is growing, and the number of businesses that send text messages is growing exponentially. According to Nielson, the average mobile user sends 350 text messages per month. This is a 200% increase from the year before. It’s interesting to note that 1/3 of people who send text messages are participating in some kind of text marketing campaign, and this is expected to grow to 50% by 2012.
Some of the largest brands have already incorporated text marketing into their daily campaigns. These include Best Buy, Walmart, NFL, Pizza Hut and more. With the big guys using mobile, it paves an easy path for smaller brands to engage with their customers though text message as well.
Brian Carter: What are some examples of successes businesses have achieved with it?
Justin Rockwell: My favorite success with SMS was the Red Cross text-to-donate campaign that was run after the devastating earthquake in Haiti. People were encouraged to text the keyword HAITI to a short code to have a $10 donation added to their next cell phone bill. Because it was so easy to share and distribute the call-to-action, the campaign took off virally across Twitter and Facebook. The Red Cross raised $7 million in less than one week strictly through text messages.
Some other notables include Subway, who received an average 50% coupon redemption rate; the Chicago Blackhawks, who grew their mobile subscriber list to over 30,000 in just a few weeks; and McDonald’s, who attracted 1.5 million participants when they added a text-to-win component to their monopoly game.
Brian Carter: How do you overcome the challenges of analytics and tracking with text message marketing?
But even if you’re not using a robust system like TextBoard, there are simple ways to track how well your messages are working. Include a coupon code within your message and use it to keep track of which subscribers redeem the coupon. This will give you instant feedback on the overall conversion of a campaign-and it works well for both online and offline retailers.
Even something as simple as a vanity 800 number is a great way to track text message effectiveness. Using a service like CallFire, you can forward incoming calls from a text message to your business and later review how many incoming calls were made. You can even listen to recordings to see how many calls resulted in a sale or other goal.
SMS is a powerful marketing tool to touch base with your customers. Get to know why with these mind-boggling statistics:
85% of customers prefer to receive an SMS over a phone call or email while 80%+ customers respond to such business SMSs.
Half of your customer base would prefer to receive support communication through text messages while 47% of customers would give companies that don’t include SMS as a communication channel, a pass.
Now that we have established how important SMS Marketing is to businesses, let us find out what you could do to generate more sales through this affordable yet effective marketing communication tool.Seek permission
Also read: 2023’s Top 10 Business Process Management SoftwareMake them feel special
Establish a feel-good factor in your customers. Celebrate their special days with them. Do not forget to send in your wishes on holidays either. This helps you create an experience in the minds of your target audience. It’s all about personalised communication and experience marketing.Provide reminders and confirmations
Imagine missing out on your Insurance Premium Payment because the date slipped out of your mind. Or not receiving a service order confirmation from your Pest Control Service Provider. These messages would certainly make life easy for the consumers and you as a business owner would be doing a service worth remembering for them.Upsell
Also read: 9 Best Cybersecurity Companies in the WorldAdd exclusivity
Start a loyalty program for your long-standing customers. Offer product previews exclusively to customers who respond to your SMS campaign with a special code, or discounts to customers who show the text message at the time of billing.Product update
A new customer in your departmental store, couldn’t find the items he intended to purchase. Once the products are available, you ensure to connect with the customer with an update and convert him into a regular.Educate and inform
Provide free professional tips occasionally so your customers know that you do not just attempt to push sales. Your gardening supply customers will be delighted to get information on essential garden care from time to time. If they find the info to be of great value, then it is likely that the message will be shared among contacts, earning you a few more customers.
You can also use the platform to share exciting company news like launching a new product or opening a new store with your customers. This information will help you reinforce your brand image.Welcome feedback
Also read: 10 Types of Developer Jobs: IT JobsEngage with competitions and polls
Run engaging competitions and fun polls for your customers to engage with your business. Better engagement will always lead to increased sales.
Inspired by these ideas to give SMS marketing a try? Get in touch with GuniSMS today to kick-start the personalised SMS Marketing Campaign for your business and watch your sales figures soar.
A marketing campaign is a set of interconnected email messages that are sent out to a specific audience with a specific purpose. These messages can be used to promote a particular product or service, or they can be used to make a purchase. It can help you build strong relationships with them and raise awareness about your brand.
An email campaign is composed of various marketing efforts that are designed to reach multiple recipients at the right time. It is a type of marketing strategy that aims to connect with potential customers and increase brand awareness. Emails can also help boost sales and establish a stronger brand image. There are a variety of goals that you can achieve with an email marketing campaign. Let’s understand more about email marketing, campaigns, and tips for creating them.What is Email Marketing?
One of the most effective ways businesses can reach their customers is through email marketing. It is a direct marketing technique that allows them to share information with their customers. It lets you keep in touch with your customers and allows you to keep them updated with the latest promotions and products. According to studies, it costs more to acquire a customer than it does to retain one.Importance of Email Marketing
Although email was first introduced in 1971, it has become more prevalent than ever. At 50 years old, it still remains one of the most widely used forms of digital communication. Many people may wonder if the email is still relevant in today’s digital marketing environment, given that social media is an integral part of any strategy.
Email marketing is more effective than social media marketing for small businesses, as it allows them to customize their campaigns and reach out to their ideal customers in a more personalized manner. It also costs less than other forms of digital marketing. In addition, it gives you direct access to your audience’s inboxes, which is very valuable for any company.Types of Email Marketing Campaigns
A comprehensive email marketing strategy is necessary, as there is no single email that you want to send out. Instead, you should use varying email techniques to reach your intended audience.Promotional Email
A marketing campaign can be used to promote various products and services, such as new releases and exclusive content. It can be composed of up to 10 emails sent over a period of time. A call-to-action, or CTA, is a feature in the email that describes the specific action that you want the recipient to take.
Your company’s marketing rhythm dictates how often you should send marketing emails. For instance, during certain periods, such as Black Friday, you might send multiple emails within a 24-hour period. On the other hand, slower periods might have a few weeks between your campaigns.Welcome Emails
A welcome email is a series of one-to-one emails that new subscriber receives after they sign up for your email list or purchase a product or service. It’s a great way to connect with new customers and help them get to the “next step.” The best welcome emails tend to be short and actionable, and they’re usually focused on taking subscribers to the “next step.”Informational Emails
A newsletter is a type of media that aims to share news about your business. It can be used to promote new capabilities or products, as well as provide insight into what’s happening in the market. It’s also a great way to maintain a consistent flow of content for your email subscribers.
An email is an ideal way to let customers know about a new product or service, as well as various other important messages. It’s also the go-to channel for communication whenever there’s a problem with your website or software. Having the ability to update your contacts in real-time is very important if you’re experiencing issues with your system or software.Cart abandonment Emails
A cart abandonment campaign is an email campaign that aims to get the attention of shoppers who left your store after placing an order but didn’t finish it. It can motivate them to return and complete the purchase by offering various incentives.Tips to Create an Email Marketing Campaign Know Your Audience
Today’s customers expect more from brands, and they value personalized communications. Unfortunately, generic emails do not cut it anymore. To effectively reach this audience, you need to understand their demographics.Choose a Relevant Email List
Sending the right messages to the right people is very important to ensure that they have the most impact. For instance, if a brand has an international presence, it should only target its audience in the region that’s most relevant to its products and services. Other ways to reach a highly relevant audience are through demographic factors such as age, gender, and geographical preference. When it comes to collecting email lists, be careful not to buy them, as it can get you blocked and marked by email service providers.Design Email
Your email is full of valuable information, but it should not look bad. One of the most important factors that you should consider when it comes to designing your email is the layout. Don’t try to cram too many graphics into your message, as this could overwhelm your recipients and send them to the spam folder. Using a simple and clean layout will make your key message easy to understand and will keep your message in focus.Do Personalization
When it comes to providing your subscribers with the best possible experience, email personalization is a process that allows you to tailor your message to each individual contact. This allows you to create a personalized and relevant email experience.Include CTA
A clear call-to-action is very important in order for your email recipients to take action after receiving your message.A/B Test Your Email
As an email marketer, it’s important that you constantly try new strategies and ideas to reach your goals. However, before you implement a new concept, make sure that it’s strong enough to replace your existing strategy. This can be done through split testing or A/B testing.
A/B testing is a process that allows you to send out emails with varying subject lines to different groups. After the campaign is over, you can then use your base metrics to determine which of the various options performed well.Track the Success Conclusion
Email marketing is a flexible and scalable tool that can be used to achieve various marketing goals. It can be used to achieve complex goals depending on your organization’s infrastructure and needs, as well as your company’s capabilities. As its technology and maturity continue to evolve, it can help brands grow their marketing impact.
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