As a channel, SMS is known for having a strong impact: 90% of SMS are read within three minutes of being sent! The channel also has many advantages:it allows you to easily capture the attention of both potential and existing customers. No wonder that SMS is on the rise! However, there are certain rules to follow if you want to create an effective SMS campaign.
Have clear objectives and define your key indicators
A successful campaign is one that fulfils its objectives. You therefore need to set clear goals for each campaign, for example:
- Increasing sales on your e-commerce site
- Driving traffic to your store
- Animating your customer loyalty program
- Pushing a promotion
- Increasing your Messenger ChatBot conversations
- Downloading your app
- Or keeping customers informed
By defining an objective, you can push the right message to the right target more easily. Setting objectives will also allow you to choose which key indicators you need to prioritize (opening rate, click rate, traffic to a rich URL or reactivity score) and therefore improve performance.
Target your recipients and personalize your messages
To create a striking marketing campaign and get a good return on investment, it’s essential to make the most of your existing customer knowledge. After all, one loyal customer costs around seven times less than a new one! Personalization via big data is the real challenge here: this is what will help you stand out from the competition and win the customer’s trust.
The more a customer feels valued and listened to by your brand, the more loyal they will be—which is why personalized messages are absolutely key. In short, more targeted advertising creates a better return on investment.
Don’t forget to include a Stop SMS option to enable your recipients to unsubscribe! It also tells you which customers are no longer interested in your offers.
Prioritize user experience and rich personalization
Rich SMS allows you to insert a link in your message to an ultra-personalized page. You must think carefully about the wording of your SMS: 160 characters isn’t much to play with! Your message must therefore be impactful enough to make customers click on the link.
Once customers click, the user experience must be distinctive and outstanding:
- Create an appealing Rich page with clear calls to action that correspond with your objectives.
- The page must be well thought out and propose a personalized offer that encourages visitor conversion.
- Deliver an outstanding user experience. Enrich your page with functionalities such as scratch cards, swiper, drive to store module…
One final tip for a good user experience: think carefully about when to send your SMS. Understanding your customers’ habits and schedules can dramatically affect your campaign’s performance!
Using specialized platforms, you can easily create and personalize your own page without having to call a developer. Want to set up an SMS campaign? myElefant will be there every step of the way, from defining objectives to the analysis of your campaign!