Thanks to a well-built marketing campaign, online stores maintain success, promote the brand, interact productively with customers. In many ways, this effect is achieved through SMS-mailing – one of the most effective marketing tools.
Types, advantages, and value of SMS-mailing for online store
According to statistics, about 45% of online purchases are made from mobile devices. Given these data, most well-known commercial companies actively use SMS marketing.
The main advantages of SMS-mailing:
does not require large financial investments, long-term painstaking preparation;
helps in the shortest possible time to convey the necessary information to thousands of audience, to establish a point of contact with the consumer;
it allows you to optimize the company’s activities, save on advertising, call-center managers.
The effectiveness of the method is many times superior to other advertising tools. Studies have shown that those who came to the phone SMS users open much more often than emails. It takes a minimum of time to read them, and there is no need for an Internet connection, which is convenient for the client.
Conventionally, there are two types of SMS-mailing: service and information and advertising. The main task of informative messages is to increase customer loyalty by informing them about:
- important event;
- new service;
- assortment expansion;
- interesting offer;
- changes in work schedule;
- the status of your current order;
- changes in the personal account in the calculation of bonuses;
- receipt at the warehouse of the expected goods.
- types of SMS
Also in the news reports, it is customary to congratulate customers with the upcoming holidays, a birthday, invitation to a themed event.
Advertising SMS are sent for the purpose of the unobtrusive motivation of a potential customer to purchase the promoted product/service through a direct call to action. Within such messages shops offer:
- take advantage of a favorable discount;
- buy goods on sale;
- participate in the action, drawing;
- go back to the abandoned basket.
The tool under consideration is a real opportunity for an online store to work effectively with a warm and cold audience, to attach casual buyers to the ranks of regular customers. No wonder mobile marketing is considered the best way to promote online business. It is beneficial for the consumer, gives almost instant results.
How to make a competent selling text for mailing
To increase sales and revenue through mobile marketing, it is not enough to type the first text that comes to mind and send it to a potential buyer. You need to work out the content of the letter as much as possible, connect different marketing “chips”, choose a profitable way of presenting the information.
Any SMS message must contain the key elements of the selling text:
Word-magnet. Start the message should be tuning in the right way words that can immediately catch the attention of the recipient – “Hurry!”For the first time!”, “Prices Wow!”.
A well-formulated proposal. The standard volume of SMS, in which you need to fit the necessary information – 120-150 characters. Longer texts are seldom read to the end. The SMS has no place for “water”, unnecessary details: a simple structure, a brief, concise statement of the essence with the obligatory mention of the key benefits are welcome. Do not try to tell everything, it is advisable to adhere to a rule: 1 message = 1 offer.
Inducing call. After the information part of the letter it is important to encourage the reader to the appropriate action, add a clear HUNDRED. The client must understand what is wanted from him.
Contacts. At the end of the message, you must provide a link to the online store website, contact phone number of the Manager or e-mail address. Using them, the buyer will be able to clarify the nuances of the proposal, place an order.
As a reinforcing component is used:
- capital letters focusing on the main message;
- specific figures, the convincing of the benefits of the proposal;
- time limits that encourage urgent purchase.
- example of SMS mailing
What should not be allowed in SMS-mailing:
- confusing, difficult to read and understand sentences;
- incomprehensible abbreviations, abbreviations, slang;
- ambiguous words, complex phrases;
- spelling error;
- Latin letters are a set of unreadable characters.
- Such errors seriously reduce the effectiveness of mailing, and sometimes even repel customers.
Mobile marketing implementation rules
The method of sending SMS depends on the direction of the online store, the type of goods/services offered, the type of information that you want to convey to the consumer. When you plan the implementation of a method should take note of a few common recommendations.
Where to get contacts
To implement SMS-mailing you need to have a client base with mobile phone numbers. It is elementary to get the contacts of a warm audience: it is enough just to record the data left by buyers when ordering.
With the cold audience, which has not yet interacted with the store, everything is much more complicated. In this case, you will have to do some work: to interest users with a pleasant bonus, free delivery of the first order in exchange for filling out a questionnaire with a mandatory field for specifying a mobile number. You can also involve regular customers, offering them a small discount for each friend.
Bring a friend
Buy someone else’s database with phone numbers does not make sense. It is proved that unexpected letters are often ignored, perceived by recipients as spam. The target audience gathered in such databases may not be suitable. Therefore, this newsletter will not bring the expected results.
What services and programs to use
SMS-mailing is not advisable to implement manually. To automate the process, there are many modern efficient services. They provide users with useful additional features: generation of detailed or summary reports, notifications about the status of distribution, the appointment of the date/time of sending, personalization of messages, creation of groups of recipients, integration with 1C and other software.
Ones we search Goolge, the following services are popular for mass SMS-mailing:
- ePochta SMS;
Platforms offer a variety of tariff plans, among which you can choose the most suitable for your case.
Many online stores use for SMS-mailing free managers Telegram, Viber. This option should be used to test and evaluate the effectiveness of the compiled messages. It is also optimal for companies with a small customer base.
Mailing in Viber
Recommended frequency and appropriate handling time
In mobile marketing, it is important to choose the optimal frequency and time. It is necessary to analyze when the proposed information will be useful to the client. It is desirable to build the distribution intervals so that the user does not forget about the store. However, you can not be too Intrusive, constantly irritate the recipients, causing a feeling of spam.
If you plan to notify the subscriber about the upcoming sale, it is better to do it 1-2 days before the start of the campaign. Some companies focus on the surrounding nuances: at the onset of severe frosts offer to buy heaters, with the change of seasons remind about the possibility of inexpensive purchase of high-quality tires.
As for the time, it is recommended to send messages from 10.00 to 21.00, without affecting the personal space and rest period of the recipients. You should also consider the time of delivery by the operator. In practice, there are often cases when SMS with promotional offers come after the end of the action.
How to make SMS-mailing as effective as possible
Daily subscribers receive several SMS-messages of advertising content from different companies. The information flow is constantly growing, but not every message receives a positive response. The following tips will help to increase the effectiveness of SMS-mailing and minimize the probability of ignoring emails:
- segment your subscribers by grouping them by interests and needs. Experts recommend linking the newsletter to the actions carried out by users on the website of the online store. Offer the consumer what he was recently interested in. Operate with known information – buyers engaged in gardening will attract SMS “Only until the end of the week! Garden equipment with 30% discount%»;
show care and respect. Choose respectful forms of communication, actively using pronouns “You”, “Your”. Do not forget about targeting – many prefer to address by name. Take care of the client, reminding him of bad weather. “Dear Olga, on the street -24°C. Dress warmly and hurry up to buy a special protective face cream»;
examples of SMS campaigns
- take concrete, anticipate objections. After reading the SMS the consumer should have no doubts and questions. Write so that the reader does not need to look for additional information: “Hurry! 18-21.09 closeout brand shoes from 499 $ leboutique.com»;
turn on the exclusive. Give the recipient a sense of uniqueness, an opportunity to feel special. Tell us about the exclusive promotion, which the client most likely will not miss: “Show the promo code ASD043TR56 to 15.04 and get a 40% discount on underwear»;
experiment, look for creative ideas. In this case, it is important not to overdo it, to act within reason. Otherwise, there is a risk to scare away readers. Try to make notes of humor, speak the language of a potential audience, make an unexpected offer. “The carousel-carousel, who had time, he sat… and the Attraction of unprecedented generosity in Sport! Have time to buy your ski kit for only 999 $»;
- show price comparison. Show the recipient the real benefit of the offer, giving clear figures that convince better words: “Today the price for a pair of shoes – 455 $, tomorrow – 720 $. Quickly book the right size!»;
- do not send unnamed messages. Users are used to servicing SMS with non-memorable short numbers. Instead, experts advise specifying a short and logical alpha-name in the column of the sender of the mass mailing. Popular online stores always use the name of their own brand, but at the end of the message be sure to leave a phone number for communication. “PORTLANDIA. Action! The second thing in the check -50%, the third -90%. Hurry! 0504222»;
provide an opportunity to unsubscribe. Regularly subscribers receive a lot of advertising messages, which often causes a very negative reaction. Leave for the client the right to choose, increasing his confidence in the company. “Good afternoon! You signed up on the website pokypki.com. As thanks, we offer you a one-time 35% discount on any product. To unsubscribe, email [email protected]”.
If you need to urgently inform customers about upcoming promotions and important news, there is hardly a more effective and cost-effective way than SMS-mailing. But keep in mind: due to the huge amount of advertising information people have developed deafness to marketing messages. To interest potential buyers and encourage them to respond to the message, will have to seriously try. Having learned how to competently form unique offers in a short text, you will be able to attract more regular customers, significantly improve sales performance and profitability of the online store.