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SMS Marketing Tactics Guide This guide covers the ways you can use text messaging in your conversational marketing strategy. Weíve curated 16 tactics you can implement across the prospect journey. Growing a list Engaging an audience Driving action Growing a list Make the Call to action super prominent Nothing correlates to getting more subscribers for your SMS campaign like a convincing call to action. Now, there are two prominent ways to get people to subscribe to your texts. If youíre asking people to subscribe by sending a keyword (VP) to a short code (33339), have those two elements stand out in your message. For a willing audience, opting in through SMS is perhaps the easiest way to subscribe to your communications. If youíre using a signup form, make it prominent across your website. That means making it a constant feature across all your pages. aq_block_5 Use memorable keywords Take advantage of what makes words memorable when selecting your keyword for SMS opt-in campaigns. Use a common term. Words like JOIN, HELP, VOTE, GIVE are all easy to remember. The other route is using a keyword that is contextual to the campaign you are running. For example, the Obama campaignís use of the keyword VP to announce his pick for Vice President.


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Hang a carrot on your SMS opt-in (offer an incentive to opt-in) If you think the offer to subscribe to your communications isnít a good enough proposition on its own, try offering an incentive to make it tempting to sign up on the spot. Non-profit organization, DoSomething motivates supporters to join the cause by providing helpful resources to people who opt-in. aq_block_11 aq_block_13 Collect important data on opt-in Once people opt-in to your messages, you will still need to know what your prospects want to hear from you, and how you can personalize your messages. You can set up your campaigns to send out automated messages to contacts after they opt-in. Collect data like their first name or email address. By adding a custom tag (for example the contacts name) to the next automated message, you can even personalize the message with the data you just collected. Use local numbers to send texts Itís a fact the people are more likely to engage with your message if they see that itís from a local number. By renting a local number to use for your campaigns, you add this advantage to an already effective medium. CallHub automatically assigns a local number when texts are used as part of a two-way conversation.


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Engaging an audience Allow quick responses with templated replies People appreciate quick replies to their text responses. Avoid having them wait by providing templated replies to your agents or volunteers. Not only does that make for quicker conversations, it helps agents handle multiple conversations, and new agents that may need help answering questions. Your agents can simply click on a template, make the edits they need, and send it out in a flash. aq_block_21 aq_block_23 Limit the length of your welcome series Taking cues from recent presidential campaigns, we can assume that a good number of messages when someone opts-in is 3-4. Anything more risks drop offs. Collect the information you absolutely require and stop at that. Campaigns sent a thank you message confirming an opt-in, another message asking for a zip code or content preferences, and a final message asking people to stay tuned. Use multimedia with your messages Engaging gifs, videos and images help your text messages stand out from the rest. MMS has 20 percent higher opt-ins than SMS. That means your campaigns are going to be more effective, simply by adding a visual element to your text messages. aq_block_27 aq_block_29 Let users set their preferences Giving your contacts control over how you engage them is critical to building lasting relationships. You can set up different keywords that people can text in to your number to be added to different contact lists. You can then target these contact lists with specific communications from your campaigns. Another option is to send them a link to a page where they can edit their preferences. Keep it conversational (But not always!) Setting expectations should be the first thing on your mind when crafting a text message. If you want to have a text conversation with your audience, make your initial text message conversational and apparent that thereís a real person on the other side. That will intimate people to continue the conversation with a reply. If you are sending an informational mass text, frame it in a way that it doesnít prompt receivers to reply.

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