On this podcast, Rytis Lauris will be talking about improving your multichannel campaign management using SMS, Facebook Messenger, synch with Google and Facebook Ads.

Why SMS Marketing is essential in multichannel campaign management?

The SMS Click rate of 14%

600% higher order rate than email campaigns

21% more via SMS campaigns

The open rate is very high as long as there is a higher level of intimacy

But it is more challenging to get permission

You need to promise not to spam them

It is very easy to unsubscribe now

Usually, people who have subscribed via SMS

How do you ascribe value to a multi channel platform?

SMS tends to be the inner circle of your brand advocates.

The list will be much smaller compared to email.

So use SMS to communicate with your best customers.

You can go further and connect your SMS with your support chat if you have SMS support.

Email lists - second circle

Existing customers

Those just visited

Facebook or Google ads - "the third circle”

The point of the list

Why is it important to have a multi channel platform organised together?

Usually, organisations use 5 different tools to run marketing via 5 different channels.

If you start 5 different camp’s via

Email

SMS

Messenger

FaceBook ads etc.

You start flooding customers with messages

So it’s really important to put all customers

How do we go from pretty much manual selling to automate?

If you have 100,000s of customers, you have to have an automated system.

In some channels, you can have two-way communications,

Eg messenger

Eg2 customer support

Trigger-based brings things closer to a personalised experience

Personalisation and relevance are really important. So it’s worth the effort.

Starting points

Approach 1 - add one channel a=t a time

Start with say, take your email campaign and add a one-second channel.

Then add a third channel, analysis it, play with it, test it,

Approach 2- Marketing Channel Strategy Combos for specific purposes

Eg SMS is a great primary channel for order followup

Have a clear picture of the customer journey

Which moment?

How do we get a clear picture of the customer journey?

We need to analyse our own customer data.

Initially, you need to get a single customer view that is very clear.

Pick some customers and analyse them one by one

Then based on your insights, build segments

You should be able to communicate in different ways as needed

Promotional messages

Transactional messages

The classic customer journey

Most start by visiting websites - so retention marketing starts there.

The first goal is to convert them to a subscriber.

The second stage is to convert subscribers or those showing intent to buyers.

The next stage is to convert from a buyer to a repeat buyer.