Krympress reports:
What is a targeted SMS newsletter
Targeted SMS newsletter — This is an effective way of advertising interaction with customers, based on point targeting according to various criteria. Unlike mass mailing, this method allows you to send advertising messages only an interested audience. This approach makes the advertisement more personalized, increases the conversion and reduces business expenses to unnecessary advertising campaigns.
The service of targeted SMS messages is working with the subscribers database, segmenting them according to certain parameters, such as:
- geographical location,
- Paul and age,
- Shopping history,
- Interests and behavioral factors.
Targeting according to these criteria helps the business as effective as possible to inform information about its services and products to the right customers.
How to choose a target target
The choice of an audience is a key stage in a targeted SMS mailing list. Errors at this stage can lead to unnecessary expenses and low campaign efficiency. Consider the main steps of choosing a target target:
Determine the purpose of the newsletter:
- Sales increase,
- attracting new customers,
- increasing the loyalty of existing customers,
- informing about promotions and discounts.
Analyze your client base:
- identify the main characteristics of the audience,
- divide customers into segments by interests and needs,
- Determine the frequency of interaction with different groups of customers.
Use the data of operators and analytics services:
- Mobile operators provide the possibility of targeting in a number of parameters,
- Specialized services allow you to analyze customer behavior and their preferences.
How to launch a target sms
After determining the target audience and data collection, you can proceed to the launch of the campaign. The process includes several steps:
Choosing a platform for mailing:
- Choose a reliable SMS SMS service that supports targeting.
- Make sure he provides delivery reports and analytics.
Creating an advertising message:
- The text should be short and capacious (not more than 160 characters),
- Turn on a clear call to action (buy, sign up, leave an application),
- Personate messages (use the client name, interests based on interests).
Starting and analysis of the results:
- Send a test newsletter
- Track the indicators of openness and conversion,
- Correct the strategy based on the data obtained.
Advantages of targeted SMS newsletter over other advertising methods
| Parameter | Targeted SMS newsletter | E-mail marketing | Contextual advertising |
|---|---|---|---|
| Delivery of messages | Instant | Delays are possible | Depends on the budget |
| The level of openness | 90%+ | 20-30% | Low without retargeting |
| Personalization | High | Average | Average |
| Coverage of the audience | Limited by the base of numbers | Limited to subscribers | Wide |
| Price | Average | Low | High |
Key errors in targeting and how to avoid them
Targeted SMS newsletter is not only the possibility of achieving the high efficiency of advertising campaigns, but also the risk of losing an audience or funds for errors in tuning targeting. Consider the most frequent errors and ways to avoid them.
Using incorrect data
The mistake is that many companies use outdated or incorrect data about their customers. This can lead to ineffective targeting, when people who are not related to business receive messages. To avoid this error, it is important to regularly update customer data, as well as check their relevance. The use of fresh information will make communication more personalized and increase the conversion.
Incorrect segmentation
For a successful newsletter, you need to correctly divide the audience into groups with general characteristics. For example, segmenting only by age and floor can not be accurate enough if you do not take into account the behavior and interests of customers. It is better to segment the audience according to more detailed parameters: by categories of goods that they bought, or by their location. The more accurate segmentation, the more relevant and personalized proposals can be sent.
Excessive frequency of messages
The frequency of mailings is an important parameter that affects the perception of the brand. If the newsletters are too frequent, this can cause irritation in customers and lead to a recording of mailings or even a deterioration in the company’s reputation. To avoid this, it is important to correctly configure the frequency of messages depending on the type of business and the needs of the audience. For example, for restaurants or shops with regular promotions and discounts, the frequency may be higher than for medical institutions, where the mailings should be limited.
Ignoring customer preferences
One of the most critical moments is to ignore customer preferences. Sending messages that do not correspond to the interests of the recipient causes irritation and unsubscribing. For example, a client who had previously acquired only cosmetics is unlikely to be interested in advertising of sports goods. To avoid mistakes, it is worth using analytics and data on purchases or customer actions on the site, as well as conduct surveys to understand the needs of the audience.
Inaccurate temporary preferences
Sending messages at the wrong time is another common mistake. For example, the newsletter late or on weekends may be perceived as obsessive behavior. The best approach is the testing of various temporary intervals for mailings and an analysis of when the audience is most susceptible to messages. Understanding the time when customers open and read SMS helps to increase efficiency.
Targeted SMS mailing in different industries
Targeted SMS newsletter finds its use in various industries, and each business sector uses it in its own way depending on the goals and objectives— explained experts Smspobeda.
Consider how this happens in various fields.
Medical clinics
For medical institutions, targeted SMS mailings are a convenient tool for reminders of upcoming techniques, promotions on medical services, as well as for informing patients about new proposals. For example, the clinic may send a reminder to the patient about the recorded reception the day before the visit, which significantly reduces the number of missing meetings. Also, using targeted messages, you can report on shares such as diagnostics discounts or free consultations. This approach increases the loyalty of customers and increases the number of records for services.
Retail
In retail trade with MS mailings play a key role in informing about discounts, promotions, sales and new receipts. For example, clothing stores can send SMS with individual offers based on previous customer purchases. In addition, large retailers often use SMS to organize personalized sales, informing customers about discounts on the goods that they had previously viewed or which correspond to their interests. Geographical targeting allows you to send messages about discounts in stores next to the current location of the client, which increases the probability of buying.
Educational institutions
In the field of education, targeted SMS mailings help schools, universities and courses inform students about new courses, registration terms for classes and important changes in the schedule. Schools can also use SMS for reminders about the need to pay for training or provide documents for crediting. At the same time, it is important to take into account personalization: messages about courses for the student of interest to the student will be much more effective than the mass mailing of the same messages for everyone.
Service sphere (restaurants, cafes, beauty salons)
For restaurants and cafes, a targeted SMS newsletter is an opportunity to inform customers about new offers, promotions and events. For example, you can send messages about special offers for lunch or discounts for dinner on certain days. Also, beauty salons can inform their customers about special offers, new services or discounts on popular procedures using data on what services the client ordered earlier. In this case, interest targeting can increase customer loyalty and stimulate repeated visits.
How to effectively use personalization in SMS newsletters
Personalization is one of the key factors in the success of targeted SMS mailings. In order to increase the response and conversion, it is necessary to take into account not only the name of the recipient, but also the data that allow you to make a personalized proposal.
Using the client name
One of the simplest and most effective methods of personalization is the use of the recipient. The inclusion of a name in SMS helps to create a feeling of an individual approach. For example: “Irina, we have a special offer for you — a 10% discount on your next order!” This approach increases the trust in the brand and makes the newsletter more “human”.
Personalized offers based on purchases
Personalization can go beyond the name and include proposals based on the history of purchases. For example, if the client has previously purchased a certain product, you can offer him accessories or additions to this product. You can also offer discounts on similar goods or services. This approach significantly increases the likelihood that the client will respond to the offer.
Personalization by geographical position
Geographic targeting allows you to send messages with proposals relevant for a specific location of the client. For example, if the client is in the city where new branches opened, he can send information about the nearest store with current discounts.
Behavioral personalization
For more advanced personalization, behavioral data can be used. For example, if the client often visits the site, but does not make purchases, you can send him an SMS with a discount offer to stimulate him to make a purchase. It is important to track customer behavior and use these data to create more accurate and profitable offers.
Reminders and repeated offers
Personalized reminders, for example, about the goods left in the basket or about incomplete actions on the site, can significantly increase the likelihood of a purchase. Such messages show the client that they care about his interests and can become an additional incentive for making a decision.
Specialists unequivocally note: a targeted SMS mailing is a powerful tool for a business that allows you to effectively interact with customers. Using accurate targeting and the use of modern services, you can significantly increase the conversion of advertising messages. But! Only the choice of the correct strategy will allow you to optimize expenses and achieve the maximum effect.
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