Let’s say you’re right in the midst of running your very own SMS marketing campaign for your business. You’ve crossed out a few of the most important factors like allowing two-way communication, including a call-to-action in your in your marketing messages, and carefully gauging the best timing to send your SMS promotions. However, once you zone in on your business SMS messaging and campaign’s progress, you realize that somehow, your texts are not receiving the kind of reception you expect from your target audience.
Aside from low response rate, you found out that a huge chunk of your market rarely opens or takes time to read through your ads. Worse, your campaigns fail to meet your target goals and deviate attention instead of attract more prospects.
So what do you think is lacking?
One vital aspect that your SMS marketing strategy may be lacking is the segmentation of your subscribers. In a nutshell, segregating your database or list of end-users give you a broader understanding of what your customers need and demand from your business, and ultimately help you develop more sellable tactics for your text campaigns. Let’s face it—using generic messages for your entire client list will simply not cut it for your business’ success.
The key and purpose of segmenting your SMS subscribers is to steer clear of flooding your customers’ inboxes with messages that have little significance to them. With proper segmentation of your SMS campaign’s audience, you will be able to maximize your current list before you go on and expand your market to a wider audience. You will likewise be keener on crafting messages that will pique each of your customers’ interests, a practice that reflects just how much value you invest in your end-users.
Dissecting the processes and advantages of subscriber segmentation to your existing marketing approach for SMS chat
The truth is, only a few percentage of business owners have real knowledge and comprehension of how SMS marketing really works. Most business owners who are new to using business text messaging don’t realize that assuming all customers are the same regardless of their place of origin, social and financial status, or interests is a huge No-No.
But when you start dividing your contact list into smaller groups depending on the characteristics that each individual shares, this will effectively minimize your database and highlight how you can make your messages more personalized for them.
There are basic factors that let you sufficiently segment your SMS chat subscribers:
Each segment is unique to each other, and it will let you create more specific goals for each subgroup.
Segmenting by geography means you need to segregate your audience based on their location and time zones. Next, you need to consider areas where they purchased your products more frequently. Did they purchase it through one of your branches, in the mall where your products are displayed in a specific store or segment? Geographic segmentation also lets you determine whether certain items you sell or services you offer cost more or less in specific regional or urban areas.
Group your customers depending on their age, gender, birth date, and lifestyle. Considering the age bracket when interchanging your approach to your audience helps make your messages more specific in a way that it highlights your customers’ individual needs and demands from your services. Younger clients may want a fresher take on how you present your products, while older customers will likely respond more positively to certain marketing schemes that successfully worked on them in the past.
Interaction or Subscriber Action
Surely, you will have a mix of both old and new customers in your list. When clustering your audience, you need to pinpoint at what specific stage of the buying cycle they are in. A first-time buyer requires a different kind of messaging style from someone who is a monthly shopper or one who has not made any purchase from your business in a year.For example, you can use your SMS chat channel to send welcoming promotions to new subscribers, while you offer bigger rewards that encourage more frequent purchasing to more long-time and loyal customers.
Purchase history is highly interrelated with subscriber action. Through observing the buying behavior of your audience along with your business’ sales history, segmentation enables you to find more sure-fire ways to promote new variations of products you may have available. If you have a customer who has an old model of your particular equipment or product, use this chance to offer them an upgrade to one of the newer versions of the product they currently have in hand.
Subscribers grouped depending on buying behavior and purchase history provide valuable feedback on how else you can improve the services that you offer and surpass your competitors.
This applies more to long-time customers. Once you’ve created a subgroup for your most loyal customers, it will be easier to disseminate big-time, VIP promotions and give them priority access to any upcoming big sales or offers you may have. You can focus more on developing your established rapport further and in turn bring a higher level of redemption for you.
Personalized marketing is the center of inbound marketing, thus, there are certain pointers you need to take note of before you incorporate segmentation into your business SMS messaging and marketing plans
Remember, context is key for when you decide what to include in your message’s content and when you want to send it. Ask yourself and determine the kind of customers that you want to reach through your SMS. If you want subscriber segmentation to prep your business for success, attract higher audience to your campaigns and achieve a boost in delivery and open rates, make sure you make a constant checklist for the following:
- Track your SMS campaigns, constantly update it, and check the progress of each. Find out the areas where it is lacking, and make use of your contact list’s subgroups to improve not just for your business but for your customers as well.
- Have a comprehensive backtracking of which products sell the most and bear in mind how you want to run your business in the long run. Don’t just ask yourself or your staff—instead, check customer feedback to see what makes your products and services appealing to your market.
- Keep your messages consistent and relevant to the present time as well as to each of your subscriber’s current position.
- Define your customer expectations especially after you’ve acquired new subscriptions.
- If needed, regroup your existing lists and groups as you continue enhancing your promotions to continue gaining more information.
- Consider the use of mobile keywords, or a single word that may contain numbers or letters. These keywords are picked by you, the business owner. The keywords will be used by your customers via SMS to short phone number or “short code”, and provides a way for your audience to opt-in or join your messaging campaign list.
- Always include a call-to-action in all of your SMS marketing messages
What makes SMS subscriber segmenting work?
Instead of blind mass messaging, segmenting lets your SMS campaigns reach the right people at the right time.
Prioritizing the unique differences of your customers enables your business to really gauge who gives real value to your trade. You don’t have to change your branding to be able to successfully segment your subscribers. By simply taking advantage of the distinct traits of your audience, tailoring the content for your business SMS messaging strategies become more centered to the core goals of your services. On a greater scale, your brand is endorsed more effectively across a wider reach of new prospects.
Customers appreciate personalized messages from business owners. This shows that you actually took the time to get to know them on a more intimate level that surpasses a simple business owner-to-consumer relationship. It makes them feel appreciated individually.
Now that you have a clearer perspective on which types of promotions work well with your audience from those that do not, it will make you rethink whether your subscribers will appreciate such information or not. You will dig deeper into particular qualities of each subcategories in your list and try to re-evaluate your campaigns from your end-users’ point of view.