SMS mailings are experiencing a surge in popularity – businesses use them to and work with the current base. Vladimir Farafonov, head of the digital advertising and information product center at MTS, talks about how to use this tool wisely.
What is the situation on the SMS messaging market in 2023
Against the backdrop of the departure of foreign instruments. The demand for SMS has grown significantly. In particular, the demand for targeted SMS mailings in the first half of 2023 grew more than 1.5 times compared to the same period last year. In addition, this year there is no traditional seasonal decline: previously, the summer months were a period of calm. Now the volume of advertising campaigns remains at the same level, that is, businesses began to use SMS mailings on a regular basis.
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Benefits of SMS
The popularity of SMS is due to the fact that this communication channel has a number of unique advantages. In 98% of cases, users read SMS within the first minutes after receiving it. Meaning that the message can be returned to at any time. This is convenient if you want to send a promo code. It will be saved on the phone, and the user will be able to activate it when they come to your store.
You can launch targeted SMS mailings using the MTS Marketer platform. Big Data analyzes anonymized and aggregated subscriber data and forms segments of the target audience based on various criteria. In simple terms, targeting allows you to find subscribers who are likely to regularly attend fitness classes, use public transport, or may have recently expressed interest in your services. Thanks to precise targeting, SMS click-through rate averages 3%. If you target a narrower audience, conversion reaches 18%.
Pushy is even simpler
Initially, many companies, especially large corporations, hoped for push notifications, since the cost of contact with the target audience is lower than 7 benefici della marketing automation that of SMS. But it turned out that the response from push notifications is minimal. The story with advertising messages on social networks did not work out either. It is much more convenient for both users and businesses to communicate with each other using classic SMS.
How to solve the problem of spam?
There are several points.When launching targeted mailings, you can send a message only to subscribers who have given permission to receive advertising messages. When setting up an advertising campaign, you can choose when to send a mailing: in the morning, at lunchtime, or in the evening. You can’t send an SMS at night, it’s prohibited by law. The optimal aol email list time for sending directly depends on the specifics of the business and the segment you’re targeting. For example, if you’re promoting business services, it’s better to choose working hours. If something related to leisure and recreation, it’s preferable to choose morning or evening. And if your target audience is mothers on maternity leave or the unemployed, you can send a mailing during the day.
What needs to be done to make SMS mailing work and sell?
Is the main thing. One of the most common mistakes is to immediately launch a mass mailing to a large segment. Even if you have a product for a wide audience, try to divide it into groups and make a personalized offer. This approach will allow you to achieve maximum efficiency and spend your budget wisely. One of the main metrics for SMS mailing is click-through rate (CTR). Tracking the effectiveness of SMS is easy: if you use our shortener, you will see how many users have clicked on the link right in your personal account. If you offer customers to call your company as a Call to Action. The easiest way to do this is with promo codes. You can send different promo codes to different target audience groups: this way you will determine the most converting texts or segments.
How to write text for a message
The recommended message length is up to 134 characters. Within this short text, you need to fit the main advantage of your product, important information, plus a call to action.
Here are three main rules that will help you achieve high click-through rates. If you have a sale, start with this, and not with the fact that you are a market leader who provides quality services Time limits encourage people to buy.leave a request, sign up for a free training session, book a table. Don’t be shy about using imperative verbs: they have a positive effect on conversion.
