Krympress reports:
A massive SMS newsletter on the database of customers remains one of the simplest and most effective ways to interact with the audience. Despite the development of instant messengers, social networks and email marketing, SMS remain a universal channel covering almost all owners of mobile phones. They do not require connection to the Internet, do not get into spam, are read almost immediately after delivery — and this gives the business a strong competitive advantage in the fight for the attention of the client. An important point — SMS mailing price. We will consider these points in more detail in the material prepared by experts of the sphere.
What is an SMS newsletter
A massive SMS newsletter is the sending of text messages at the same time as a large number of subscribers whose numbers are stored in the company’s database. This can be either informing about new promotions, and personal reminders, confirmation of orders, notifications of delivery status, invitation to events and much more.
Sendings can be disposable (for example, when starting a new campaign) or regular shares (weekly shares, reminders, congratulations on holidays). Technologically, the process is implemented through special platforms — newsletters that allow you to load the database, plan the time to send, track statistics (delivery, reading, crossing the link, etc.).
Advantages of SMS newsletters
High reading level
According to statistics, up to 98% of SMS are read within the first 5 minutes after receiving. This makes this channel incredibly fast and effective for transmitting urgent information.
Coverage without the Internet
Unlike email and instant messengers, SMS do not require connection to the Internet. This allows you to reach the audience in any region and at any time.
Universality
Almost everyone has a mobile phone, even if it does not use a smartphone. This expands the potential audience.
Simplicity of perception
SMS is short, do not require much time to read and are not overloaded with visual or unnecessary information.
Personal orientation
The possibility of personalization (inserting a name, individual data, promotional codes) enhances the response and makes the message more valuable to the recipient.
The ability to track effectiveness
Modern services allow you to analyze the campaigns: how many messages were delivered, how much was read, whether there were clicks on the links.
How to use SMS newsletter as efficiently as possible
In order for the SMS newsletter to really bring the result, a number of practical recommendations must be observed:
Segment customer database
Do not send the same message to the entire base. Divide it according to the signs: geography, shopping history, activity, age, gender. For example, one segment can be offered a discount on cosmetics, another — to remind you of an incompained order.
Follow legal norms
Consent of the client to receive SMS is required. This is not only compliance with the law, but also a way to protect the reputation of the brand.
Formulate the text concisely and with a call to action
SMS is limited by 160 characters. Start with the most important, use strong verbs: “Use”, “Get”, “Download”. Add the link if you need to go to the site.
Choose the optimal sending time
The ideal time is on weekdays from 10:00 to 18:00. Do not bother customers at night, in the morning or on weekends for no good reason.
Test and analyze
Try different texts, links, sending time. Analyze that it works better and optimize the campaign.
Where SMS newsletter is especially effective
A massive SMS newsletter is suitable for almost all industries, but it works especially effectively in the following areas:
Retail and e-commerce
Notifications of discounts, promotions, orders and delivery status, abandoned baskets, personal sentences.
Service sector (beauty salons, car services, clinics)
Reminders of visits, confirmation of records, reminders of the end of the validity of subscriptions, special offers for regular customers.
Educational institutions and online schools
Information about the start of courses, classes, notifications of changes, payment reminders.
Restaurants and cafes
Sendings with new offers, discounts, invitations to events.
Banks and microfinance organizations
Reminders of debts, confirmation of operations, notifications of bonuses.
Event agencies, ticket operators
Notifications of the start of sales, QR tickets, reminders of the event.
Economic expediency: is it worth it?
At first glance, SMS newsletter may seem expensive compared, for example, with email marketing. But it is important to take into account the effectiveness of the invested unit of the budget.
- The cost of the message is an average of 0.5 to 2 rubles, depending on the service, volume and country.
- Conversion — depending on the segment and the quality of the base, response can be from 5% to 20%, and in some niches — and higher.
- ROI — with a properly composed campaign, invested funds pay off many times. For example, a newsletter of 10,000 SMS 1 ruble with a conversion of 5% and an average check of 1,500 rubles can bring more than 700,000 rubles of revenue with an investment of only 10,000 rubles.
Thus, SMS marketing can be not only justified, but also a very profitable investment-especially in niches with high competition and a large flow of customers.
How to choose a service for mass SMS newsletters
Key selection criteria:
- reliability of delivery (real gateways, lack of filtering as spam);
- support for mass and personalized mailings;
- Integration with CRM and other systems;
- support for short links, personalized fields;
- statistics and campaigns analytics;
- The cost and availability of wholesale tariffs.
A massive SMS newsletter is a working, quick and accurate tool for direct communication with the client. With proper settings and compliance with recommendations, it is able to bring impressive results even with modest budgets. Do not underestimate it as an “outdated” channel — in the era of digital overload, a short personal message may turn out to be precisely what will attract attention and stimulates the client to action.
If you are not using SMS newsletters in your business-perhaps now it’s time to start.
Crimea news | Krympress: Latest news and main events
Comments are closed.