As a multi-channel marketer, it’s important to focus on increasing customer engagement to drive revenue. Although email marketing is still a leader in holding market share and driving profits, there must be an inclusion of new channels to attract new customers, develop and maintain engagement with existing customers, and converting one-time buyers into frequent customers.

In the cross channel marketing landscape, optimizing proven email marketing tactics is only 80% of the marketer’s task. The remaining 20% is an opportunity for the marketer to enhance their programs to appeal to new and existing customers in new ways that draw interest through new, proven channels. This is where SMS messaging comes in to your campaigns to strengthen your existing email marketing programs.

With the majority of customers having smart phones or devices that can accept SMS messaging, this has opened the doors to transforming your brand into one that engages a variety of individuals. Mobile technology devices make email and cross-channel marketing campaigns more effective.

SMS Messaging – Designed For Everyone

91% of U.S. consumers own mobile phones and use them in their everyday lives and transactions. 95% have SMS or text messaging capabilities. According to The International Telecommunications Union, mobile use reached over 6 billion subscribers in 2011 and continues to exponentially grow. To impact this target market, mobile device integration is a must.

How Effective is SMS?

SMS, or text messaging, is a powerful cross channel marketing solution which assists email marketers seeking to engage prospects and consumers. Studies indicate that 95% of text messages are read, with 90% of those messages read within three minutes of their receipt. Coupons sent via SMS are also 8 times more likely to be redeemed than those sent via standard email campaigns for a variety of reasons. The open-and-read rate, coupled with the cost effectiveness of SMS, it makes sense for marketers to embrace this method of engagement for relevant, timely and welcomed messages.

How can this be accomplished?

• Consider SMS a part of your extended email campaign strategy. Work to incorporate SMS tactics into every campaign from the very beginning for quicker, substantial results.

• Consider the use of text-to-join campaigns to accelerate customer acquisition. Text-to-join campaigns provide a new way for consumers to opt in and out of email programs directly from their mobile phones while easily sending confirmations.

• Use SMS for transactional business, such as sending order confirmations, shipping alerts and service-focused messages. Make sure to personalize all the messages with coupons, updates and account balances in your VIP programs. These tactics can also be used to lure shoppers to actual locations for further interaction.

All cross channel marketing efforts should have SMS Segmentation. This will improve your relevance and is the key enabler behind geo-targeting efforts. SMS messaging works well with contests, polls, coupons and other messages that add consumer insight and forces them to take some kind of action. This will increase your ability to deliver more personalized and relevant campaigns to your diverse target based.

Do’s and Don'ts

There are a few guidelines to remember when implementing an SMS cross-marketing strategy:

• Make sure you have opt-in permission from all your customers. Include teaser opportunities in your print or TV advertisements, signage and point-of-sale transactions and purchasing displays in the actual stores. The easier you make the process for consumers, the sooner they will sign up.
• Always have an unsubscribe option available. It is important to send one with every message that is distributed. If a consumer chooses to opt-out, you must remove them immediately. You will have multiple opportunities to win them back.
• It is important to beware of additional fees that may impact customers who do not have unlimited texting. Make sure all messaging reflects the fact that they may have additional fees if they do not have this capability.

Cross-Channeling Approaches

It is crucial to integrate SMS in all your cross channel marketing strategies. It does work in stand-alone campaigns, but it is more effective as part of a comprehensive integrated marketing approach.

Having mobile and SMS integrated into your campaign strategy is essential in customer acquisition and list building. SMS helps to build a target audience that takes advantage of mobile technology and all it has to offer. For younger consumers, this is the perfect way to reach that audience.

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