Seven key steps to do a good job in SMS marketing

1. The effectiveness and matching degree of customers are the premise of marketing. Whether SMS marketing can be done well, whether the money and energy invested are in vain, or whether it lies with customers. If the customer list is not effective enough, and even more than half of the numbers are turned off, it is naturally a waste of effort. Therefore, the collection and matching of customer list is the premise of SMS marketing. We'd better let customers volunteer to provide and participate in various ways, so that customers have an impression/good impression/expectation of your brand. We can use questionnaires, customer registration, customer maintenance, various activities, member operations and other forms to collect effective customers. 2. Understand the customer first, and then send it in a targeted way to ensure the effectiveness and matching degree of the customer. After that, it is necessary to study and understand the group portrait of the customer, and then subdivide it. Can be divided according to the customer's region; It can also be divided according to customers' purchase intention-potential customers, consulting customers, buying customers, fan customers and sleeping customers (not buying for the time being); It can also be divided according to the amount and frequency of customers' purchases-high-frequency low-quota customers, low-frequency low-quota customers, low-frequency high-quota customers and high-frequency high-quota customers. Different customers have different feelings about products and different degrees of acceptance of SMS content, so they need to send different content in a targeted manner. If all the short messages are the same, the marketing effect of this short message is limited, and even it will cause the loss of customers. Customer RFM model: 3. Select the appropriate delivery time. Choose the right time according to the user's type preference and the type of marketing products. Generally speaking, serious and formal ones can be sent in the morning and morning of the working day; Lifestyle and relaxed people can choose to send it on Friday, weekend afternoon and evening. Unless it is a special time such as Double Eleven, 6 18, it is not recommended to send marketing messages to users after 8: 30 pm. 4. The content is simple and easy to understand, and the short message content with urgency and scarcity should be appropriately created. Because of the limitation of space and pure text, it should not be too long and complicated. According to the survey of SUBMAIL's SMS platform, more than 80% people read SMS for less than ten seconds on average. Therefore, the content of the short message must be easy to understand, and it is best to let the user know at a glance and know the value that the short message brings to him. Understanding value is not enough. When people make some decisions, they often have no motivation to make them immediately. Therefore, we need to create some urgency and scarcity in short messages. The simplest and most popular way is to limit the activity time, and it is not aimed at anyone, but at some qualified users. In addition, there are many innovative ways. Due to the space limitation, we will summarize and share them later. 5. Add short URL tracking, from blind promotion to precision marketing. Many companies engaged in SMS marketing will feel like sinking into the sea. It's nothing more than that there is no timely feedback after mass texting: I don't know how many customers received it, how many customers read it, and I can't know exactly which customers participated and successfully converted it. SUBMAIL e-mail short message platform integrates short URL groups into short messages and generates different short URLs according to the number of users. Each user can receive the corresponding short URL, which customers click on the short URL, which customers grab the ticket, which customers buy the ticket, and which customers' IP, equipment and mobile phone numbers can correspond. Customer participation is very simple, just click on the short URL; The transformation effect of SMS marketing is also clear at a glance. 6. It doesn't mean it's over when it's finished. The analysis report is very important. Many merchants cannot accurately count the conversion effect after sending marketing information. This is too metaphysical and inaccurate. If you use the SUBMAIL SMS platform, you can view the batch task sending report after sending, and clearly understand the progress of SMS sending through visual data. You can view the success rate of SMS sending, the analysis of failure reasons, the distribution of provinces/cities/operators where users are located, and so on. 7. Use SMS A/b test to optimize SMS version. How to know what kind of marketing short message version is the most effective and suitable for the target population? The best way is to test directly, using A/B test method. SMS A/B test is to make two (A/B) or more (A/B/N) SMS versions and send them to the same (similar) group (target group) respectively. After collecting relevant data and feedback from various groups, the short URL tracking and data analysis report added by SUBMAIL can help us intuitively analyze what version is most effective for what user segmentation type, thus helping us optimize the content and sending object of short messages. Only in this way can we realize the positive cycle of SMS marketing and gradually improve the ROL (input-output ratio) of SMS marketing. Sub-mail-Minutes, Cloud World