Enterprise companies worldwide are turning to bulk SMS messaging as a mass marketing communication tool and business notification solution. With good reason: with over 6 billion people using mobile phones worldwide, the notion of easily texting hundreds of thousands of customers or prospects has great appeal and can achieve real world results. SMS Bulk Messaging provides enterprises, banks, media companies, consumer brands — practically any business in any industry — to reach large numbers of their users instantly. In fact, native SMS enjoys high opt-in rates nearly everywhere.
Having said that, there is some common ground and also some general advice which will help you get good response from Bulk SMS, so here goes
Target audience: What do you want to achieve?
Think about what you actually want to achieve from your Bulk SMS campaign. Is it a text back response, a phone call, an email, a visit to your website, etc. This will help you in writing your message and selecting your target audience. For example if you were texting older people you might want to have a phone number to call rather than a text back response as in all probability the majority of that target market will prefer using the telephone to talk to someone. When running a bulk SMS campaign, it’s conceivable that some of the numbers on your list are landlines or VOIP numbers incapable of receiving SMS. Messages sent to these numbers will not be delivered, but depending on your working agreement, you may be charged for them regardless. Most SMS providers only check if the number has a valid format; they do not check if it is capable of receiving SMS. Find a provider who does.
Automated responses matter: Make sure to manage customer responses.
SMS is such an effective channel for engaging with your customers that it’s important to anticipate, and effectively handle, responses to your messages. One way to do this is to provide a set of keywords in delivered text messages that customers can include in their replies. A keyword makes it easy to build automated response handling. For example, if you’re running a promotion where the first 1,000 customers who respond to a text message get a special deal, ask them to reply with a ‘Y’ if they want to participate. Make certain your provider is able to respond automatically and in real-time.
Compliance matters: Get customer approvals before messaging.
As a rule, you should never initiate an SMS campaign without your customer’s permission. Depending on your geographic location, your company is likely required to comply with wireless carrier compliance rules, industry standards, and applicable local law. One key compliance requirement is to ensure that recipients of your SMS messages have expressly consented or “opted-in” to receiving texts as part of your campaign. It’s recommended to familiarize yourself with compliance standards for opt-in message flow.
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