SMS has been around for a while, but it’s getting smarter. How can this method of communication be used in marketing activities?

SMS, or short message service, has been around for years with unassuming little text-only messages, but we never stepped into video mail and the all-digital, glamorous world. did. But unlike many other companies, SMS has never completely disappeared.

Since the General Data Protection Regulation (GDPR), e-commerce, and smartphones have reshaped shopper behavior, brands are turning to SMS as a powerful way to keep their customers up-to-date, engaged, and supported on mobile devices. rediscovering. One of the main reasons is that customers are starting to associate her SMS with important, urgent, or useful messages, such as credit card usage alerts or delivery updates.

So what has changed? It’s not SMS itself that has evolved, but the landscape surrounding it. Conversational AI technology has advanced by leaps and bounds, improving integration and data flow capabilities between systems, and increasing the ability of marketers to collect, segment, and personalize high-quality data. All of this has unlocked new and interesting use cases for SMS. marketing.

To be fair, SMS already had some solid strengths, including:

  • It’s short, so it’s always handy. It’s so short that you can read most of the messages in the notification panel itself.
  • Go straight into your dedicated SMS inbox, which is relatively uncluttered and free of ads.
  • It’s as immediate as the instant messaging that today’s consumers expect.
  • Embedded links give customers a clear call to action (CTA), and UTM (Urchin Tracking Module) code helps measure and track the performance of each message.
  • According to various reports, SMS delivery and open rates are 90%, far higher than any other channel, and unsubscribe or opt-out rates are relatively low.
  • No internet or Wi-Fi connection or app download required. Pre-installed on most mobile phones.

On the flip side, it’s not as flashy or interactive as we’re used to today, and it works only on phones, not laptops and tablets. These negatives are by no means a deal breaker, given changing consumer perceptions of the In a world full of glorious distractions, that simplicity might even help SMS stand out.

Evolution of SMS

Functionally, SMS today enables personalized, two-way conversations that flow seamlessly into other channels such as chatbots, helpdesks, and landing pages. Marketers who take it seriously are getting a big return on investment while keeping their cost per message low. But what makes conversational SMS marketing stand out is its versatility. We provide interesting use cases at each stage of the buyer journey to help with awareness, engagement, conversions and retention.

So, what should marketers keep in mind when considering SMS marketing as a way to build stronger CX with their company data and make it part of their conversational AI stack?

Related article: 3 ways sentiment analysis can improve the customer experience

Know your use case

Modern SMS marketing, like all other martech, has become more targeted and immediate. A smart SMS marketing tool powered by machine learning, part of its Conversational Marketing Toolkit, can categorize and respond to messages based on language, intent and emotional triage, says customer service software provider Zendesk. said Jon Aniano, his senior vice president of product. But starting with a specific use case is key to getting results.

In general, text can be informational, transactional, service or engagement oriented.

info text

Perfect for personalized appointment reminders, points updates, order and shipping status messages, new product launches, sale previews, pre-debit notifications, and more.

deal text

Trigger-based, personalized messaging that directly impacts sales, including abandoned cart reminders, sale and price drop alerts, due dates, offers and deals, time-sensitive reminders, and new product purchases.

service-oriented text

24/7 customer service availability with keyword response, chatbot, help desk, and customer feedback recording.

engagement text

This post-purchase drip campaign by dog ​​supply company Rex Specs triggers an SMS immediately after product delivery, resulting in higher usage, lower product returns, and higher reorder rates.

Of course, smart SMS is smarter, but Ian Reither, chief operating officer of communications API provider Telnyx, reminds us that it’s not always the default choice. Smart or AI-powered SMS marketing is ideal for enhancing brand services 24/7, while one-way SMS marketing is best for mass marketing campaigns and promotions, and two-way SMS marketing is basic. A quick and convenient way to address sensitive customer concerns. Doesn’t really require human intervention.

In all its forms, SMS is convenient, fast, and has the highest open and engagement rates of any communication channel, making it a worthy addition to your marketing mix, he added.

Invest in list creation and segmentation

Aside from technology, one aspect that has changed the performance of SMS marketing is the quality of the listing and how well it is segmented. Years ago, bulk purchase lists were the bane of SMS marketing. Today, first-party data lists are a boon for hyper-personalization of SMS messages.

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By admin1