Short lead times and immediacy
Cost effective personalised communication
Ongoing 1 to 1 relationships
Automated data capture and compliance
Direct revenue and uplift opportunities
Basic Rules for SMS
In addition to permission, there are five key elements that differentiate SMS marketing from traditional marketing. These are also the key success factors for its use. A minimum of 2 factors is necessary for a successful campaign.
You need Permission plus:
1: Relevance
2: Location
3: Time
4: Adding Value
5: Interactive
Step 1: Planning the campaign
Objectives:
Why are you communicating via mobile?
What do you want to achieve?
Offer plan:
What's the definition of your offer?
How are you going to say it?
When should it be sent?
Who are you targeting?
Is viral marketing a possibility?
Limitations:
Do you need to cap the responses?
Message receipt -have you systems in place to handle the volume?
Step 2: Creating the campaign
Some SMS Service Providers enable you to create, test and track your basic campaign yourself via your web browser. This can be very useful for simple push campaigns such as; event notifications, requested information (i.e results, account info), "show this message for a free.." style campaigns, staff memos etc. However, the more complex the campaign, the more likely you will require professional help in both the planning and fulfilment of the campaign.
Step 3: Copywriting
You only have 160 characters-use them wisely
Be aware of limitations of different screens
Be personal (it can be an intrusive medium)
Be targeted
Talk in the same language as your customers
Lrn txt spk-especially for youth markets
Use an SMS copywriter
Step 4: Test , test and test again..
Test the campaign on different screens
Test different networks (i.e. Vodaphone, Orange)
Check to see if the appropriate replies are sent etc
If it is a competition, plan for unusual/wrong answers and have suitable replies in place.
Test language, typos and technical (not all symbols will come out as you expect).
Step 5: Measurement and tracking
Some indicators that you may use to measure success of the campaign are:
Use it as an automated data capture
Consider timing
Trial different approaches
Exploit "landgrab" opportunities by using SMS before your competitors do.
Use only opt in and give opt out route (the more automated the better)
Identify yourself
Common Mistakes:
Poor targeting and relevance
Not identifying the sender
Poor copywriting
Targeting wrong audience with wrong offer/message
Messages sent out at wrong time
Not allowing recipient to unsubscribe
Typos
No personalisation
Inability for systems/customer service, to handle responses
Conclusion
It's an important marketing medium and it's here to stay
It's about the experience not the technology
Plan ahead so you get it right
Be creative with your campaign
Keep IT Simple Stupid (KISS) applies
Kath Pay is Marketing Director of Ezemail, a web-based e-communications tool, which enables you to create, send and track your email marketing and SMS messaging campaigns.
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