"SMS + Email Marketing How-to Guide"
Guide SMS + Email Marketing How-to Guide A text message is typically read within 15 minutes Why SMS? and responded to within 60 minutes. With over Think about your target audience. No matter what product or service your company may offer, it’s likely that the majority of your 258 million wireless lines in the U.S. alone, mobile target audience is comprised of mobile device users. marketing’s potential for success has never been Also, SMS is more urgent than email – a typical text message is greater. But how do you get started and make read within 15 minutes of receipt and responded to within 60 the most of this high-impact messaging channel? minutes. And unlike email, most mobile users don’t feel like the messages they receive on their phones are spam. In the online marketing world, email is considered a medium with broad reach – everyone has an email address, and everyone receives Plus, adding SMS marketing to your mix gives you the ability to: marketing messages in their inbox. But did you realize that, glob- ally, mobile texting has twice as many active users as email? Mobile • Reach your target audience no matter where they are. SMS texting – also known as short message service, or SMS – is a vehicle can be sent to customers anytime and anywhere, rather than for online marketers that provides an even broader reach. just when they are at their computer or TV. In most cases, mobile phone users have their phones with them virtually With over 258 million wireless lines in the U.S. alone, there is full-time and this expands the contact window considerably nothing but potential for marketers. It is estimated that 100 over other marketing methods. percent of Americans will have a wireless device by 2013. And marketing to these devices is growing as well. In 2007, mobile • Reach prospects and customers at the point in time that marketing spending was estimated at $1.8 billion and mobile is most relevant to your offer. This works particularly well if marketing revenues are expected to grow to $24 billion by 2013. you time your offers to when your customers are most likely to buy – for instance a coffee offer at commute time or a pizza SMS is a growing channel that, when executed properly, can offer during a big game. greatly complement email marketing as another important messag- ing channel. • Create a sense of urgency with your customers and prospects. Mobile messages have very short shelf lives, but This how-to guide will provide the information you need to de- they get attention right away. velop, implement and optimize SMS marketing programs. The guide includes: • Encourage an interactive response from your target audience. Your customers are used to a give-and-take • Benefits of SMS marketing programs experience when they text for personal reasons, and SMS marketing leverages this dynamic. • How to start an SMS marketing program – what you need, what you need to know and who can help How SMS marketing can improve your existing email marketing • How to leverage SMS marketing to increase email perfor- SMS marketing programs don’t work in a standalone environment. mance Your SMS marketing programs must be communicated via other marketing channels, and SMS marketing is an ideal complement to • How to track the success of SMS efforts email marketing. • A bonus checklist – Tricks for Successful SMS Marketing There are numerous ways to integrate SMS marketing with email marketing. Here are a few tried and true techniques: • Definitions of key SMS marketing terms • Increase store traffic: Email a timed promotion to your opt-in email list, inviting subscribers to opt in to receive an Join conversations and make connections at: Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA | www.lyris.com Toll free 800.768.2929 | International calls 510.844.1600 | Fax 510.844.1598 Customer support 888.LYRIS.CS (597.4727) or 571.730.5259 2 Guide SMS + Email Marketing How-to Guide SMS reminder on the day of the promotion, reminding them • Develop your message. To incent a high opt-in rate, you of the offer. This also works equally as well if your company need a message that is particularly meaningful to your target is exhibiting at a trade show and wants to drive traffic to your audience. Mobile marketing messages must be customer booth. benefit-driven. • Increase email campaign opens and conversions: Follow up • Test your SMS message on various provider networks, and an email with an SMS notification to subscribers who have prepare to deploy. signed up to receive your emails but may have yet to check their inbox. This works particularly well for newsletters. How to track SMS marketing programs • Reactivate stagnant email subscribers: Email a special The “how-to” component of tracking SMS marketing is relatively invitation to your opt-in email list, inviting subscribers to opt straightforward. By setting up your program according to the in to a “mobile-only” SMS list to receive exclusive offers. instructions in this guide, you will have already established all of the available data capture points that will be used to measure and analyze the effectiveness of your SMS marketing program. How to start an SMS marketing program While the foundation of an SMS marketing program is similar to that of an email campaign, it’s important to understand the While SMS marketing reporting is not as robust as email differences and how SMS marketing itself works. Many marketers reporting, you can still gather important information that will help choose to work with an SMS marketing provider like Lyris, who your company determine ROI and drive decisions about future already has the expertise and carrier relationships in place, along programs. These include: with an easy-to-use tool where you can create, send and view the results of your campaign. To kick off your program, you’ll need to: • Number of messages delivered to handsets (by carrier, usually) • Develop the program objective, strategy and concept. • Number of offers redeemed (in the case of coupons or others Programs can range from simple notifications or alerts all the special offers) way to more complex two-way interactions. It is important to think through how and how often you’ll gather opt-ins for • Response to campaigns what you will be sending and what your opt-in and opt-out processes will be. • Detailed response data for surveys • Obtain a short code. Think of short codes as response URL’s • Overall response by keyword or short code to track how your for the mobile world. promotional media worked • Get carrier approval for the program. Carrier approval is Definition of key SMS terms required before you can broadcast any mobile marketing SMS marketing is simply the act of sending text marketing messages. While it is possible to contact each carrier directly, messages to a recipient’s mobile device. To help you get started it can be cumbersome for many marketers to develop the list with SMS marketing, here are the definitions of some key terms: of contacts and to follow up individually. SMS • Develop the promotion plan you will use to build your Most of us are familiar with SMS (short message service), but list. Since mobile marketing is strictly opt-in, your company know it by its more common name, “texting”. SMS is a method of will not be able to purchase mobile phone number lists. (If sending a message from one wireless device to another, or from a you send messages to subscribers who have not opted in, you computer to one or more mobile devices. SMS is most widely used are acting against industry guidelines and you risk customer for personal communications. But its use as a method for busi- backlash and legal action.) Instead, you will need to build a nesses to communicate with customers and prospects is growing. plan to promote your offer through your Web site, broadcast advertising, print advertising, postal mail, online and/or through email. Join conversations and make connections at: Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA | www.lyris.com Toll free 800.768.2929 | International calls 510.844.1600 | Fax 510.844.1598 support 888.LYRIS.CS (597.4727) or 571.730.5259 3 Guide SMS + Email Marketing How-to Guide The carriers who provide SMS service have worked with About Lyris HQ SMS Marketing organizations like the Mobile Marketing Association and Getting started with SMS marketing is easy. Once your account is Interactive Advertising Bureau to set guidelines and best practices activated, a Lyris account manager will obtain a short code for your for SMS programs. campaigns and secure approval from all carriers for your program. Short code Then you can get to work creating and scheduling your campaigns Short codes are special telephone numbers – usually with only five inside your Lyris HQ online marketing platform. After a campaign digits – which can also be used to send SMS from mobile phones has been sent, you simply log in to check the results. It’s that easy. or fixed phones. These codes are used as response devices for And with Lyris HQ SMS Marketing there is no annual contract so mobile marketing programs. There are two types of short codes: you can build on your success as you go. • Dedicated • Try and learn with little risk Dedicated short codes are more costly and take more time – often 10 to 12 weeks – to get up and running. Short codes • Remain compliant with the Mobile Marketing Association’s can also be customized. These are called vanity codes and guidelines with built-in subscriber management often reflect the brand or product being offered. For example, Starbuck’s uses the short code MYSBUX (697289) to help • Create messages and schedule campaigns with an easy-to-use customers find the nearest Starbuck’s location. interface • Shared • Use simple reporting to get immediate results A shared short code is one that is used by multiple marketers but with different keywords. Because Lyris already has short codes available, you can usually get your program up and Lyris Pro Services is available to help you strategize and conduct more running in about two weeks. complex campaigns like polls, voting, coupons and sweepstakes. SMS alert Conclusion One-way notification sent to the subscriber, which doesn’t invite SMS marketing gives email and online marketers the ability to the subscriber to respond. refresh and augment their existing marketing programs. Given the potential, savvy marketers will want to take advantage of the Double opt-in opportunity to fold SMS marketing into the mix. The double opt-in is simply an additional message at the beginning of a message flow that asks recipients if they’re aware they will be If your company has never used mobile marketing, the process of charged for the message. getting started can be intimidating – particularly when setting up short codes or getting carrier approval. Consider using a partner Opt-in list A list of mobile phone numbers of subscribers who have consented like Lyris. Our team can help you through the process and show to participating in a mobile campaign. you how to leverage SMS to improve email marketing and other campaigns. Characters SMS is limited to 160 characters, or letters. Characters make up To learn more, contact your Lyris Account Manager or go to the “content” of your campaign. www.lyris.com/mobile More resources Mobile Marketing Association www.mmaglobal.com Lyris follows the consumer guidelines set by the Mobile Marketing Association. The MMA’s primary focus is on consumer protection and privacy since industry growth without consumer satisfaction is not sustainable. The MMA therefore strives to align its members and industry stakeholders generally with consumers’ needs and wants to ensure a positive mobile experience. Join conversations and make connections at: Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA | www.lyris.com Toll free 800.768.2929 | International calls 510.844.1600 | Fax 510.844.1598 support 888.LYRIS.CS (597.4727) or 571.730.5259 4 Guide SMS + Email Marketing How-to Guide Bonus checklist – tips & tricks for successful 9. Most importantly, make sure you partner with the right SMS marketing company to execute your mobile marketing. A partner like Lyris can offer support with carrier approval, program or campaign development, metrics and analytics, and the 1. After subscribers participate in one program, ask them if freedom to create and launch your campaigns from the Lyris they’d like to opt in for future SMS messages. For instance, HQ dashboard. if they opted in to your event update program, offer them incentives such as promotions or alerts. This will help you Go to www.lyris.com/mobile to find out more and to request a build an opt-in database to kick-start future programs. demonstration of Lyris HQ SMS Marketing. 2. If you use several types of media to promote your campaign, About Lyris use a different keyword for each media type while keeping the Lyris, Inc. is the first online marketing solution provider to message the same. For instance, in one program you could integrate email with diverse online marketing channels to create use the keyword COOL for print, ICE for in-store displays more efficient and effective marketing organizations. and FREEZE for in-venue promotions. This will allow you The company’s flagship offering, Lyris HQ, is an all-in-one online to measure which medium was most successful by comparing marketing solution that combines email marketing with search, results by keyword. social, and mobile channels, enhanced by embedded deliverability and Web analytics. Lyris HQ provides online marketers actionable 3. Offer incentives based on subscriber activity and preferences. insights that help them make intelligent decisions and improve If subscribers show interest in a particular offering, send them results. Lyris’ seasoned marketing experts bring years of experience related promotions or content via SMS. and insight to our Professional Services Group. We have the real-world experience and technical know-how to help you conquer 4. When promoting your vanity short code, always provide the all of your deliverability challenges. For more information on Lyris short code’s digits for recipients with a QWERTY keypad. For solutions and services, visit www.lyris.com. example, “Text YES to 92259 (WACKY).” 5. Buying a vanity code takes 10-12 weeks. If you need to launch an SMS marketing program quickly or don’t have the budget for a dedicated code, utilize a shared short code from Lyris. 6. Provide a directory that allows subscribers to text the word HELP to get more information, particularly for more complex or feature-rich programs. 7. Don’t think mobile marketing is just for consumer marketing; it can be used just as effectively in business-to business marketing. Consider adding mobile alerts if you market to businesses – such as notices about upcoming Webinars or podcasts, or offers of on-site incentives to conference attendees. 8. Always respect the privacy of SMS subscribers by obtaining their permission through an opt-in procedure, and never purchase mobile phone number lists. Join conversations and make connections at: Lyris, Inc. | 6401 Hollis Street, Suite 125 | Emeryville CA 94608 USA | www.lyris.com Toll free 800.768.2929 | International calls 510.844.1600 | Fax 510.844.1598 support 888.LYRIS.CS (597.4727) or 571.730.5259