SMS marketing is a modern and highly effective marketing tool with which you can manage customer loyalty and increase sales at the right time.
“For us, SMS informing on our client base is the most powerful sales engine,” said Irina Stepanova, advertising director of the ITAITA retail shoe network. - We tried many tools of mobile marketing: earlier we launched mobile advertising on the bases of operators in order to attract new customers. That is, everyone who fell into the geo-location of our stores, we sent out an invitation to go to the salon. Unfortunately, the final conversion was not high for us. ”
How to use SMS marketing tools?
First, do not use purchased contact databases, create your own, ”advises Daria Melikhova, SMS Aero content marketer. Develop a simple loyalty program with bonus or discount cards and invite people to fill out contact forms. Include in these profiles the clause that the client agrees to receive SMS of informational and advertising nature. For those who put a checkmark in front of him, send special offers and news via SMS. Most people interested in the assortment of your store will be happy to share their number in exchange for the opportunity to regularly receive a discount. Also collect contacts online. This is usually done using a subscription form or a discount form on the site. Offer potential customers something that interests them in exchange for their phone number, for example, a constant subscription to feature news or information about new arrivals and sales. Make an attractive and short headline that clearly reflects what the person will receive for the subscription.
Secondly, segment buyers. Send each client only the information he needs, collect and store data about him. The simplest thing that can be done is to include fields in the subscriber’s questionnaire about the name, field, date of birth, occupation, preferences, Melikhova said. Also keep his shopping history to understand exactly which brands and models he is most interested in. All information can be stored in various formats: from an Excel document to a database in your CRM system. Now some SMS-mailing services allow you to form segments already inside your personal account after loading the database. Set the necessary parameters and the segment is ready.
“We carefully study the preferences of our customers and try to do SMS-mailing based on customer preferences,” Irina Stepanova shared her experience. - Those who buy only a certain size will receive an SMS with the text: “Models of the right size have arrived. If you are interested, come. " If customers are committed to any one brand, we send personal SMS with the text: “Come, your favorite brand has arrived! In the new collection ”, etc. SMS-mailing is indispensable for us when you urgently need to raise sales. For each new newsletter we brainstorm: “What to offer? What informational occasion is needed to attract our customers? ”, And only then we launch the SMS-mailing.”
Another rule of SMS marketing: one SMS is equal to one informational occasion (event, event, news). Do not try to fit heterogeneous information in one message, says Daria Melikhova. The maximum that can contain one SMS is a congratulation on any holiday and a gift on this occasion.
It is also worthwhile to leave your contacts in the message: phone, website, address. This is not a prerequisite, but this way you can get ahead of potential customer issues.
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