Step by Step Guide to an SMS Campaign

SMS is good for:

? Short lead times and immediacy
? Cost effective personalised communication
? Ongoing 1 to 1 relationships
? Automated data capture and compliance
? Direct revenue and uplift opportunities

Basic Rules for SMS

In addition to permission, there are five key elements that differentiate SMS marketing from traditional marketing. These are also the key success factors for its use. A minimum of 2 factors is necessary for a successful campaign.

You need Permission plus:

1: Relevance
2: Location
3: Time
4: Adding Value
5: Interactive

Step 1: Planning the campaign

Objectives:

? Why are you communicating via mobile?
? What do you want to achieve?

Offer plan:

? What's the definition of your offer?
? How are you going to say it?
? When should it be sent?
? Who are you targeting?
? Is viral marketing a possibility?

Limitations:

? Do you need to cap the responses?
? Message receipt ?have you systems in place to handle the volume?

Step 2: Creating the campaign

Some SMS Service Providers enable you to create, test and track your basic campaign yourself via your web browser. This can be very useful for simple push campaigns such as; event notifications, requested information (i.e results, account info), "show this message for a free.." style campaigns, staff memos etc. However, the more complex the campaign, the more likely you will require professional help in both the planning and fulfilment of the campaign.

Step 3: Copywriting

? You only have 160 characters-use them wisely
? Be aware of limitations of different screens
? Be personal (it can be an intrusive medium)
? Be targeted
? Talk in the same language as your customers
? Lrn txt spk-especially for youth markets
? Use an SMS copywriter

Step 4: Test , test and test again..

? Test the campaign on different screens
? Test different networks (i.e. Vodaphone, Orange)
? Check to see if the appropriate replies are sent etc
? If it is a competition, plan for unusual/wrong answers and have suitable replies in place.
? Test language, typos and technical (not all symbols will come out as you expect).

Step 5: Measurement and tracking

Some indicators that you may use to measure success of the campaign are:

? Open rates
? Foot traffic (to website etc)
? Offer acceptance
? Replies
? Redemption rate
? Brand awareness?

Do

? Use it as an automated data capture
? Consider timing
? Trial different approaches
? Exploit "landgrab" opportunities by using SMS before your competitors do.
? Use only opt in and give opt out route (the more automated the better)
? Identify yourself

Common Mistakes:

? Poor targeting and relevance
? Not identifying the sender
? Poor copywriting
? Targeting wrong audience with wrong offer/message
? Messages sent out at wrong time
? Not allowing recipient to unsubscribe
? Typos
? No personalisation
? Inability for systems/customer service, to handle responses

Conclusion

? It's an important marketing medium and it's here to stay
? It's about the experience not the technology
? Plan ahead so you get it right
? Be creative with your campaign
? Keep IT Simple Stupid (KISS) applies

Kath Pay is Marketing Director of Ezemail, a web-based e-communications tool, which enables you to create, send and track your email marketing and SMS messaging campaigns.

For more information please go to http://www.ezemail.com or contact Kath at: kath@ezemail.com.

---

Self Promotion Brings Business Success

Your business success depends on your ability to promote your... Read More

Network Your Way to Success- 12 Tips to Jumpstart Your Business

Lots of people network but few reap the rewards of... Read More

8 Secrets to Marketing Success

The profits of a business are totally dependent on marketing.... Read More

Why Pay for Online Press Release Distribution?

We've all heard that "free advice is worth what you... Read More

10 Important Steps to Mail Order Success

There are a number of difficulties a beginning entrepreneur may... Read More

Simplicity In Marketing

In a world that is spinning out of control; with... Read More

Create Free Internet Buzz with Your Workforce

There are many different ways to increase your traffic on... Read More

Marketing Strategy - Getting the Marketing Groove

Wouldn't it be great to have a year where your... Read More

Build a Dynamic Business - 10 Steps to Start You Off

It's where your employees are in a 'special place' when... Read More

Boost Your Business With Testimonials

When used correctly, testimonials can boost your response dramatically. They... Read More

Everything Youve Ever Learned About Marketing Is Wrong

Everything you've ever learned about marketing and advertising is WRONG.... Read More

Turning The Casual Scanner Into A Buyer

The world is full... Read More

How to Create a Countdown Marketing Calendar

Just like there are reverse dictionaries, there is a reason... Read More

Six Ways To Attract New Customers To Your Restaurant

Without new business, your restaurant won't be able to grow.... Read More

A Look at Color Brochure Printing

Brochures have become vital in today's workplace, serving a wide... Read More

What Are Focus Groups & How Do They Work?

Businesses and other organizations use focus groups to research consumer... Read More

Four Super-Deadly Marketing Sins - And How To Fix Them

It seems nowadays every marketing guru and their brother-in-law has... Read More

Build your Trade Show - Virtually

Virtual trade shows are gaining momentum as a way to... Read More

How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard

The Tale of Two Dentists...Dr. Namel and Dr. Ivory are... Read More

Low-Cost Marketing With Postcards

Here's a simple way you can generate lots of sales... Read More

Online Advertising Versus Traditional Media Advertising

Before I compare today's online advertising with traditional media advertising... Read More

What IS the Difference Between Marketing and Sales?

There seems to be a never ending argument among marketing... Read More

Profitable Marketing Programs (Part 1)

Deciding whether a particular marketing program is profitable to your... Read More

Making More With Existing Clients

Have you ever put on a jacket you haven't worn... Read More

7 Great Ways to Market Yourself and Your Business to Help Increase Sales

Do you own a business and need ideas on how... Read More

The Magic of Using Booklets for Tradeshow Giveaways

Candy, squeeze balls, pens, and key chains -- these provide... Read More

Your Headlines Are Key To Your Success Or Failure. Do You Know What To Write?

Most professional copywriters would say that headlines account for 80%... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More

Create a Blueprint for Your Success

Having a strong foundation enables you to build a thriving,... Read More

The Seven Vital Steps You Must Know To Ensure Direct Mail Success

1. Your Most Valuable AssetA mailing list of valued customers... Read More

Direct Mail Offers: Eight Steps to Making them Effective

Every direct mail package you drop in the mail should... Read More

Putting Your Website to Work

Websites have replaced the brochure as the "must have" marketing... Read More

Marketing Planning Made Simple - Another Small Business Power Tool

Marketing planning must be really difficult and complex, otherwise why... Read More