How can we do SMS marketing well?

The maximum number of words in an international short message is 160. Although the cost of each short message is very low, for many overseas enterprises and businesses, the total cost of sending an international short message is not low because of the huge number of short messages sent. Therefore, considering the cost, enterprises or businesses going out to sea should ensure that the content of short messages is controlled within 160 words before sending them.

Second, user classification.

When many overseas enterprises and businesses send marketing messages to overseas users, they often send the same messages to all overseas users in the same way. This is usually not ideal. In order to impress more overseas users, it is essential to classify all overseas users. Such as cooperative users, intended users and potential users.

Only by classifying overseas users can we better tap the value and demand behind them, and send different marketing messages according to different overseas users' needs and values.

Especially for the e-commerce industry, it is a key step to deeply tap the value of overseas users, and RFM is its most commonly used model.

R stands for the latest time difference of consumption, which means that the shorter the time difference, the more active overseas users, and the easier it is to promote conversion.

F represents the frequency of purchase by overseas users. The higher the user's purchase frequency, the more active the user is. According to the purchase frequency of overseas users, we can further calculate the behavior and value of overseas users and choose the corresponding marketing methods.

M stands for consumption amount, and the higher the consumption amount, the higher the user value. It also means that overseas enterprises and businesses should spend more energy to promote the transformation of this part of overseas users.

In short message marketing, overseas user classification can better help enterprises or businesses realize the "28 Law", and send different marketing short messages according to different overseas users' input, thus promoting more transformation.

Third, short message copy planning

1, to seize the curiosity of overseas users.

Curiosity is human nature. When the content of your short message can arouse the curiosity of overseas users, there is a great possibility to guide overseas users to jump to the app or website mentioned in your short message after reading your short message.

The initial "secret crush on SMS" of an app captured the curiosity of overseas users and attracted many people to download or log in to its app again. Its SMS copy was once regarded as a classic SMS marketing case.

Everyone is narcissistic. Who doesn't want to know who the secret admirer is?

Another example is the SMS of a second-hand trading app:

According to the needs of overseas users, by grasping their curiosity, attract them to log in to the app to browse and promote transformation.

2. Scarce benefits

Many businesses, especially the e-commerce industry, often simply inform overseas users of the preferential activities when conducting SMS marketing, but in fact, every overseas user is the target of N businesses, and it is likely that they will receive many preferential SMS messages every day. How to improve their probability of choosing you among many offers?

They need welfare, and they need scarce welfare. Everyone wants to be different. When we choose goods, we often have a stronger desire to buy as soon as we hear such words as "limited edition", "limited time discount", "star with the same paragraph" and "VIP exclusive".

Therefore, the content of marketing messages can also be optimized according to the psychology of such overseas users, such as:

"The Last Wave", "Internal Processing" and "Countdown" give users a sense of urgency and a special sense of honor, and emotionally make them have a stronger desire to read and buy.

3. Close the distance with users with playful and sincere copywriting.

Marketing short messages sometimes easily arouse the resentment of overseas users, because advertisements are stiff and cold. When we do offline sales, we often emphasize making friends with users. Similarly, when we are doing SMS marketing, we can also pay attention to the expression of copy, and narrow the distance with overseas users in a closer and sincere expression, so as to build trust and promote transformation.