It’s well known that SMS costs more than conversational or standard push campaigns. After all, there are third parties involved. However, the mobile channel engages customers more than email—and let’s not forget that it’s still less costly than print. Here are 3 tips for your mobile campaign budget.
With an exceptional deliverability rate, SMS guarantees a considerable return on investment: on average, a mobile phone is consulted 150 times a day and the opening rate of SMS is 99%. In fact, 90% of SMS are read in the first 10 minutes and the rate of memorization of information is about 60% (figures: Médiamétrie/AFMM). But even if the ROI is positive, your mobile marketing budget is important—it’s good to know techniques that allow you to make the most of it.
Mobile campaign budget tip #1: consider push notifications
Speaking of mobile, you should know that sending a push notification (via an app or Messenger), whether rich or normal, enables you to optimize certain costs. Ideally, you would send your campaign on the best mobile channel for your customers.
- Application users would receive a push
- Messenger opt-ins would receive a Messenger push
- And others would get an SMS
Messages sent via push or Messenger optimize the budget as they don’t incur the costs of third party telecoms operators.
Mobile campaign budget tip #2: using purchase and customer data
It’s very important to consider who you’re targeting with your campaign: you don’t want to send your advertising to someone who’s not interested in your product or promotion. An algorithm can establish ‘micro segments’ of your contacts database. The algorithm will identify those who are likely to make a purchase after receiving the message, and those who definitely won’t. By following these micro segments and adapting the messages to the targets, optimization will be two-fold:
- You won’t be targeting people who are unlikely to react to an offer.
- The people you target will react more, and therefore the campaign ROI will be better.
Mobile campaign budget tip #3: keep your database up-to-date
To optimize your mobile campaign’s conversion rate, it’s important to know your customers. Acquiring prospects means sending something that will interest the right person. To achieve that you need a database that’s accurate and up-to-date: it’s important to remove NKATA and opt-outs to avoid sending unnecessary messages that waste time and budget.
If you calculate it in terms of ROI and profitability, SMS costs less than, say, email. In fact, SMS has a better opening and reading rate: the click rate is 4% for enriched SMS but only 0.4% for email. So if you compare the cost per click, an SMS campaign is less expensive.
At myElefant, we can help you use micro segmentation. By matching purchase data with existing data, we can work out who will buy. Get in touch with the team at myElefant to find out more!