As a marketing or CRM manager, you must optimize your messaging budget while also providing the resources that allow your staff to reach your customers in meaningful ways. Here are some suggestions for how to better manage your messaging budget through more accurate data, clearer goals, and more effective customer interaction.
Avoiding Past Mistakes
Messaging campaigns seek to reach as many customers as possible. This is a logical goal, but pushing mass campaigns without customization or customer segmentation can be costly. If you don’t know who you’re sending your messages to, and why, the messages will most likely fail. If you are not reaching the right customers, your campaign’s ROI will be low… and your budget will be wasted without any benefit to your company.
Optimizing the Messaging Budget
You can avoid these mistakes by optimizing your messaging budget.
Work With Better Data
Each customer in your database represents a cost per contact. Every time you send a message to the customers in your database, that cost is multiplied by the number of messages sent. This adds up quickly: if your campaign is marred by bad data, it can lead to a significant money loss.
The key here is to clean your database of anyone who isn’t interested in what you have to offer (people who opted out from receiving your messages). Also scrub out contact information with errors, bad addresses and unassigned numbers. Then, apply customer segmentation to divide your data into useful categories that can receive focused and customized messages.
Encourage Customers to Use Messaging Apps
If your company has a mobile app, you should encourage customers to download and use it! Your customer base doesn’t seem interested in what you’re offering them? Make customers aware of your app through an SMS campaign that clearly sets out the app’s benefits!
Finally, when customers interact with your app, you’ll know whether or not they have received your messages. Further, you’ll cut down on outside expenses by using a direct channel to your customers rather than any third-party sources. You can also do this with outside messaging apps (such as Facebook messenger): the key idea here is to reach to your customers through their favorite – and more used – communication channel.
Know what you want to accomplish
Before starting a messaging campaign, develop a clear idea of what you want the campaign to do. Set out important metrics that must be met and calculate the ROI you want to see once the campaign is over. Make sure you have a way to track key metrics regarding messaging campaigns you’ve sent. Use the knowledge you have of your customers to ensure that your messages are sent to the right people at the right time.
Marketing and CRM managers fortunately have an ally in myElefant. myElefant provides resources that help brands manage their rich content campaigns to get the best possible ROI. Our smart, intuitive, and efficient platform gives brand managers detailed input on the metrics of SMS campaigns and other mobile marketing efforts. With this information, it’s easier for brands to modify and adjust their customer communication efforts.
Contact myElefant today for a demonstration of our smart tools for budget-conscious managers. Our online resources and expert counseling can give you the competitive edge by better controlling your marketing and messaging budgets while still providing superior customer service.