SMS is therefore a valuable element in the mobile marketing toolbox , provided of course that it is intelligently integrated into your omnichannel strategy.
Because SMS is not an isolated channel. It is part of a larger azerbaijan whatsapp number data 5 million ecosystem, alongside email, social networks, push notifications . The challenge is to seamlessly orchestrate these different points of contact to offer a smooth and consistent customer experience.
In this article, we will give you the keys to successfully integrating SMS into your omnichannel marketing mix . You will discover the best practices to follow, the pitfalls to avoid and our advice for developing an effective SMS strategy.
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Summary
What is SMS Marketing?
The benefits of SMS Marketing in an omnichannel mix
Good practices and rules to follow
The keys to developing an effective SMS strategy
What is SMS Marketing?
SMS Marketing (or SMS marketing) refers to all the strategies and techniques aimed at using SMS as a channel to promote your products and drive your customer relations .
There are many use cases for SMS marketing. For example, you can send SMS messages to:
Send exclusive and personalized promotional offers to your customers: discounts, promo codes, flash sales, etc.
Inform your customers about important events: new product launches, store openings, change of hours, etc.
Re-engage your customers following an abandoned cart, for example.
Invite customers to leave their review after a purchase directly on their mobile phone.
Build customer loyalty by sending thank you messages after a purchase, invitations to join your loyalty program or by wishing them a happy birthday...
Below is an example of our client Truffaut who sends an email to celebrate the birthday and follows up by text message if the gift has not been collected from the garden center.
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Note: Just like with email, you can only send SMS for marketing purposes to customers who have explicitly given their consent (opt-in).
Artificial Intelligence facilitates the deployment of SMS marketing use cases and even opens up new possibilities. If you are interested in the topic, we have an article that might interest you: AI at the service of the marketer: use cases in SMS campaigns .
The benefits of SMS Marketing in an omnichannel mix
SMS marketing offers many benefits for businesses looking to enhance their omnichannel communication strategy and reach their customers effectively. Here’s a quick rundown of the key benefits of incorporating SMS into your mix.
Complementarity with other digital channels
SMS can very effectively complement other digital marketing channels. Far from cannibalizing them, SMS can be articulated with email, social networks, push notifications, etc.
For example, you can use SMS to relaunch non-openers of an email campaign or to redirect your mobile traffic to a dedicated landing page. There is no shortage of possibilities to create cross-channel synergies.
The advantage of immediacy and visibility
The strength of SMS marketing lies in its exceptional responsiveness. With an opening rate of 95% and also 95% of messages read within 3 minutes , SMS guarantees almost instant visibility of your communications.
This is a major asset for broadcasting urgent or ephemeral messages , such as flash sales or appointment reminders.
Advanced personalization and segmentation
Another advantage of SMS marketing: it lends itself to personalization and fine segmentation (which, as we know, are now essential in marketing!).
If you have precise data on your contacts (product preferences, purchase history, etc.), you have every opportunity to adapt the content and frequency of your marketing SMS according to your target.
The ideal channel for transactional messages
Finally, SMS is the preferred channel for your transactional messages : order confirmations, delivery alerts, appointment notifications... These "useful" SMS messages generate up to 8 times more engagement than transactional emails.
It is not for nothing that transactional SMS now represents 60% of the volume of SMS sent by companies to consumers, with purely “marketing” SMS, with promotional purposes, taking up the remaining 40%.
Good practices and rules to follow
To get the most out of SMS Marketing, there is no secret, you need to know and apply good practices. Here are the main rules to keep in mind.
1 - Obtain opt-in and manage subscriber preferences
Consent is the cornerstone of SMS marketing. Before launching your SMS marketing campaigns, you must obtain the explicit opt-in of your recipients, i.e. their agreement to receive your commercial SMS messages. This opt -in can be collected via a web form, a contest or even a non-marketing SMS message...
Also consider implementing a simple preference management process . Your subscribers should be able to easily unsubscribe from your communications, for example by sending "STOP". You should give them control over the types of SMS they receive and the frequency of sending.
2 - Adjust sending frequency and timing
To avoid boring your subscribers, you need to know how to properly dose the frequency of your SMS marketing campaigns. As a general rule, it is recommended not to exceed 2 to 4 SMS per month, but this frequency depends on both your sector of activity and the preferences of your audience.
Also think about the best time to send your SMS messages . It is generally recommended to avoid times that are too early or too late and, of course, to favor the days and times when your audience is most receptive. How to determine the best time? By doing A/B tests. Read our article on this subject: What is A/B testing and why use it .
3 - Focus on personalization and adapt the tone
The performance of an SMS marketing campaign depends largely on their degree of personalization. Adding personal touches (recipient's first name, reference to recent purchases, interests, etc.) creates greater proximity and can only improve the relevance of your SMS communications.
It is also important to adapt your tone and level of language to your target. Stay in the "mobile" spirit with short messages, a conversational style and do not hesitate to use emoticons to energize your texts. Your goal is for your SMS to trigger an immediate action!
4 - Comply with current regulations
A successful SMS marketing campaign is also a campaign that complies with the laws in force. In Europe, the GDPR (General Data Protection Regulation) strictly regulates the collection and use of personal data.
We have mentioned above the main rules governing SMS marketing: the collection of consent and the possibility of withdrawing consent at any time to no longer receive SMS messages...
We could add the obligation to inform your recipients about the purposes of your SMS marketing campaigns (at the time of collecting consent). These are ultimately the same rules as those that apply to other marketing channels, starting with email. You should not be disoriented.
5- Analyze and optimize your performance using A/B tests
Finally, to maximize the impact of your SMS marketing campaigns, establish a culture of testing and analysis . You c
