How to improve the effectiveness of SMS marketing?

First, classify the user population. Before sending mass text messages for promotion, enterprises can first classify user portraits, divide users into multiple types, distinguish which users are target users, which users are intended users, etc., and then customize corresponding promotion content according to different types of users. The purpose of classifying user groups is to prevent companies from promoting aimlessly when promoting. This not only wastes promotion costs, but also reduces the user's transaction rate. In order to promote more efficiently, enterprises must do this link well before promotion, so as to ensure the success rate of enterprise promotion.

The second is that the text message content must be attractive. Many companies directly use similar templates from other companies when writing text messages. In fact, it is difficult for such promotional content to arouse the interest of users, and users may not even be interested in opening and viewing it. When companies write text messages, they must be unique and interesting. The more interesting the content, the more attractive it will be to users, and users will be more willing to open the link to learn more about the event. At the same time, the content of group text messages should be centered around users. Think about how to write text messages from the user's perspective, which will make it easier to attract users.

The third is to choose the appropriate push time. When companies choose to send bulk text messages, they must pay attention to the sending time of the text messages. The right time can bring more customers to the company. When some companies send group text messages, they edit the text messages and send them directly without considering whether users can quickly check the text messages during this time period. In this case, sending them is a loss for the company. Enterprises need to know clearly when users take breaks, and then adjust the push time of text messages according to users' break times, so as to achieve better results.

Finally, pay attention to the frequency of group text messages. Companies always want to achieve good results through mass text messaging in a short period of time, and then want to promote their brands and products by sending high-frequency text messages. In fact, this kind of promotion is not beneficial to the company's promotion of products and activities. High-frequency SMS promotion can easily offend users, but if the frequency of SMS push is too low, companies will not be able to attract users' attention. Therefore, companies must be reasonable when setting the frequency of promotions. It can be set to once a week or once every two weeks. This time interval will neither arouse users' resentment nor cause users to forget the company.

1. The underlying logic of SMS marketing

Broken down from the most fundamental behavioral motivation level, the underlying logic of SMS marketing can be summarized into three steps: "reach-attract-act" .

The first step is to reach users, that is, to deliver text message content to the brand’s target audience.

Secondly, the text message content attracts users. Currently, when brands send text messages, there are three main ways to attract users: product attraction, welfare attraction, and activity attraction.

The last step is for users to take action and ultimately achieve the purpose of SMS marketing.

Summary: The underlying logic of SMS marketing is three steps, from "reaching users" to "generating attraction" to "user action". If each step goes smoothly, it means SMS marketing is successful.

2. The basic process of SMS marketing

From the perspective of the entire underlying logic, the overall SMS marketing is relatively simple, but when the entire logic is put into the actual process , you also need to pay attention to the problems that will arise in each step.

The first step: reaching users

There are two situations when it comes to reaching users: unreached and reached. The reason for non-reaching may be that the user unsubscribes, etc. Reaching can be further divided into effective contact and invalid contact. Effective contact means that the text message is successfully sent to the target user. Invalid contact means that although the text message is sent, it is not reached. However, they are not the target users of this text message, resulting in a waste of resources. In order to achieve effective reach, it is key to accurately find the target users through the combination and matching of user tags.

Step 2: Generate Attraction

Currently, brands mainly have three aspects to generate attraction: product attraction, welfare attraction and activity attraction.

In the actual process of sending text messages, these three kinds of attractions are often used together to form a "combination punch", and no matter which kind of attraction, the most important highlights need to be refined, and through scene-based The description is presented to the target customers. And match different SMS operation strategies based on user portraits.

Step 3: SMS link

SMS link is an important medium for user actions and is crucial to user actions. When users click on a link to take action, there may be two problems that cause users to give up midway. On the one hand, it is the problem of the link itself, such as the link failure caused by incorrect link format, the link does not match the content, etc.; on the other hand, it is the problem of step setting, from clicking the link to completing the action, if the process is too cumbersome, it will also cause the user to give up.

Summary: "Reaching users - generating attraction - user action" falls into specific work, corresponding to the three major processes of "user portrait operation - SMS strategy operation and SMS link operation". Each process is closely related to each other. Related, interlocking.

3. The improvement path of SMS marketing

The improvement path of SMS marketing can start from the three steps of refining user operation portraits, matching operation strategies, and optimizing SMS links.

Step one: refine user portrait operations

Design user labels in multiple dimensions and refine user portraits. In a marketing context that emphasizes "thousands of people, thousands of faces", cookie-cutter marketing content cannot attract users and is a waste of resources. To achieve "thousands of people, thousands of faces", the continuous refinement of user tags is an important step. Basic information such as gender and age alone cannot reflect user behavior and habits well. It is also recommended to analyze user activity, product preferences, user Identity and other tags are combined to find target users more accurately and then carry out strategy matching.