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How to do SMS Marketing | Top 3 Hacks & Strategies
18 ideas de marketing sacadas de «How to do SMS Marketing | Top 3 Hacks & Strategies», de Davie Fogarty. Sobre todo de retención y relación con el…
- 18 ideas despiezadas
- Fuente Davie Fogarty
- Dura 35 min
- Publicada en 2021
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ConversiónPara emular la intención de salida (exit-intent) en dispositivos móviles sin canibalizar ventas a precio completo, analiza en Google Analytics el tiempo promedio de permanencia antes del abandono por página y programa la aparición del pop-up cinco segundos antes de ese tiempo límite.
because we can do exit intent on desktop, but we can't do it on mobile because we can't detect where their thumb's going to go. the only way to do this is to use a custom mobile report, be specific to the page that we're on and analyze the drop-off time. What's the average exit time of a customer or a visitor on that webpage? When do they become the most unengaged? And I put my pop-up five seconds before that. So now I'm not disrupting anybody. I'm not annoying anybody. I'm not taking what was, you know, revenue that could have been a full paying customer and entice them with a discount and…
Escúchalo en el minuto 17:51
Captación en dos pasos para conseguir email y SMS mediante 'upgrade' de descuento
ConversiónPara maximizar la captación de suscriptores de SMS sin frenar la conversión inicial, pide primero solo el email con un descuento simple y de fácil cálculo mental (como un 10%) y, en un segundo paso del pop-up, ofrece la opción de mejorar el descuento a cambio de unirse a la lista de SMS.
can I upgrade your discount TM? So what I've started to do with a lot of brands that I work with is I love email. The first thing that I do is I collect an email subscriber. $25 off or 10%. 10% is for me often my most highest converting because psychology behind it is people just understand 10% easier. they can do the maths. If I got a hundred dollar item, I just save $10. So I always ask, Hey, you save 10%. Where should we send your discount? So they'll then enter their email. I only ask for email because I'm, Now this is where I do things a little bit differently to most people. I say, do…
Escúchalo en el minuto 13:51
Mejorar el incentivo de descuento para capturar suscriptores de SMS
ConversiónOfrecer una mejora adicional sobre el descuento base (como un 15% a 20% extra o un monto fijo) a cambio del número de teléfono permite captar suscriptores de SMS, aprovechando el mayor poder de conversión de este canal.
Now this is where I do things a little bit differently to most people. I say, do you want to upgrade your discount code? We'll give you an extra 15% or we'll give you 20% or we'll give you $20, whatever it is. Something juicier because SMS is more powerful.
Escúchalo en el minuto 0:00
Retención y relación con el clienteAunque es indispensable cumplir las normas informando con claridad cómo darse de baja en el opt-in inicial, no conviene colocar la instrucción de cancelación ('text STOP to opt-out') en cada mensaje enviado, ya que recordarlo constantemente induce bajas impulsivas ante cualquier molestia temporal del usuario.
but it's not required once they've signed up. You probably want to do it every couple of like blasts. We didn't put it in every single message. Cause once they opt in, one of the first messages tells them, to opt out this. If you always offer, if you always tell them text to opt out, you're kind of instructing them. And secondly, you just caught them in a day that are in a bad mood. They're going to opt out. It's important that you make it very, very well known on how they can opt out.
Escúchalo en el minuto 28:44
Conversión permanente de tráfico de Instagram a lista de SMS mediante historias destacadas
Canales de adquisiciónFijar historias destacadas permanentes en Instagram que ofrezcan un descuento exclusivo a cambio de suscribirse por SMS permite captar y derivar de forma continua el tráfico del perfil hacia la base de datos de mensajería.
you can literally just go to your Instagram stories and you can create Instagram stories. if you want to save 20% off and you can turn them into highlights that they swipe up. it creates that pre-populated message. So utilizing your Instagram traffic with a highlight at the front, And it's like save 20 cent by joining the SMS club terms and services apply. And that's a constant traffic at all times on your highlights. Another way to kind of organically grow that SMS list.
Escúchalo en el minuto 23:05
Retención y relación con el clienteEn lugar de intentar vender de inmediato a un cliente que acaba de comprar, conviene programar automatizaciones de SMS no transaccionales que se disparen 2 o 3 días después de confirmada la entrega del producto para consultar cómo le fue y solicitar contenido generado por el usuario (UGC) o reseñas con foto.
reviews, asking for reviews through text message and they can return like a selfie. That's a really good way to reach out. That's non-transactional. So it's going to be based on behavior. That's how you're not going to be spammy is it's going to be based on what's the behavior of the customer, where are they at in their journey right now? and Z who just bought theirs like two days ago. I haven't received it yet and try and sell them on something. like I think they can do delivered because Shopify has the ability to know when it's been trigger when delivered, wait two days. Notice that you got…
Escúchalo en el minuto 25:32
Captación de SMS en un clic mediante mensaje preconfigurado
ConversiónPara reducir la fricción en la suscripción a listas de SMS desde dispositivos móviles, implementa un botón que abra directamente la aplicación de mensajería del usuario con la palabra clave y el texto de consentimiento predefinidos para suscribirlo automáticamente al enviar el mensaje.
when I tell them that you get $20 off for 20%, I'll then put a little button and all they have to do is click it. Once they click it, it opens a pre-populated text message. It also underneath has all the compliant language, opens a pre-populated text message. They'll send it with a keyword, And when they hit send automatically, it will return a message. They're now subscribed. You now have their phone number and instantly they get back a text message with all the If you choose to put the discount code in there and link back to your store.
Escúchalo en el minuto 15:45
Retención y relación con el clienteIncluir cupones con códigos QR en los envíos físicos (por ejemplo, con incentivos para compartir un descuento con amigos) permite convertir compradores y sus contactos en suscriptores de SMS mediante mensajes de registro preconfigurados.
One of them is a QR code. but you can put a little QR code. like in the little slip, scan your phone here to get a 20% discount code for a friend. I put three of them as like a little coupon. give these to your friends and they can't see what it is, but it's a hidden discount code. join the subscribe, and get 20% off with the keyword, they join your SMS club. It sends back the discount easy,
Escúchalo en el minuto 21:02
Retención y relación con el clientePara cumplir estrictamente con las regulaciones de marketing por SMS y evitar multas millonarias, la casilla de consentimiento nunca debe venir premarcada por defecto; el usuario debe marcarla de forma consciente y el texto debe especificar que recibirá mensajes automatizados e incluir enlaces a términos y políticas de privacidad.
but if you're not compliant, but Victoria's Secret got sued for 5 million US dollars for being non-compliant. Compliance is basically just getting explicit consent you need a privacy policy and a terms of services so they know what you're doing with their information. But you also need to state that this is going to be automated, but you also need to make sure that they tick that checkbox They need to consciously tick that checkbox. If it's already ticked by default, you're non-compliant because they've not given you explicit consent. And that is by default unchecked. So if anybody wants to…
Escúchalo en el minuto 12:09
ConversiónConfigurar automatizaciones de SMS que permitan a los clientes existentes comprar productos adicionales respondiendo directamente con un comando (como #comprar), procesando el cobro en su tarjeta guardada y generando el envío sin pasar por un checkout tradicional.
their information gets saved in Shopify. And once it's saved in Shopify, they can literally get, you can send an upsell. well this is our second best selling product. Has this person got it? No. We'll send this as an automation. And they can simply text back with like hashtag buy, and it will charge their credit card and ship to them without them going to a checkout. So literally turning the conversation that you're having with the customer on SMS into a potential payment platform. Frictionless e-commerce is going to be big,
Escúchalo en el minuto 30:07
Retención y relación con el clientePor tratarse de un canal de comunicación directo y altamente personal, los envíos de SMS deben espaciarse (por ejemplo, cada dos semanas) monitoreando el CTR y la tasa de bajas para evitar saturar al usuario y que perciba los mensajes como spam.
I feel like frequency is a big thing here because at the end of the day, SMS is super intimate, So I love to take the frequency to, probably once every couple of weeks. So almost biweekly, I'd say your click through rate. is it lowering? Is your unsubscribe going up and you can kind of find a happy medium, not to be spammy is just decrease the frequency.
Escúchalo en el minuto 24:10
Los canales propios maximizan los márgenes frente a la publicidad pagada
Retención y relación con el clienteAunque la publicidad pagada ofrece mayor capacidad de escala inicial en volumen, los canales de retención donde el negocio es dueño de la base de datos (email y SMS) generan márgenes de beneficio significativamente más altos al no requerir costo publicitario por impacto.
Everyone focuses so heavily on paid media. I've built my whole entire business on retention marketing. It doesn't have the scalability potential that Facebook, All these types of paid media channels, they have this potential to scale up to a million dollars a month, Facebook email doesn't have that. But what it does have is the ability to boost your profit margins. if you send an email, you know how much profits on that. Cause you own that list. That's your data. You no longer have to advertise to it. where you yourself, the business owner owns the list, owns the data.
Escúchalo en el minuto 31:17
Retención y relación con el clienteImplementar ofertas diarias por SMS vinculadas a una tarjeta de crédito guardada (WineText) permitió que una lista de apenas 9.000 suscriptores por SMS superara consistentemente por más de 9 veces el rendimiento de una lista de 400.000 correos electrónicos.
and came up with something that they called WineText. And it's basically SMS marketing. So what they would do is they'd have a landing page and people would come in and enter their like main details, right? Like, you know, phone number, mailing address, you know, first name, last name, and also their credit card detail. So once they're on this list, they're also saved. So like the credit card save using like Stripe or something. And eventually he'd start sending out these SMS blasts. And I think they did daily deals. So every day they'd text out this list of daily deals and people would just…
Escúchalo en el minuto 1:54
Retención y relación con el clienteAutomatizar por completo las respuestas conversacionales de SMS con bots de IA puede hacer perder el toque humano necesario para detectar a tiempo la frustración del cliente (y evitar malas reseñas) o identificar su satisfacción (para convertirla en UGC o fidelización).
But I think it's, it's also dangerous too, because we want to make sure that our customer feels like they're being cared for. in a world where we're turning more into bots and everything's becoming more automated, I think we're going to start to miss that human touch. I feel like emotion is a huge thing for a customer being able to first and foremost, understand it when a customer is frustrated or if a customer is happy, because you're going to capitalize on a happy customer back in the UGC, but you can avoid a bad review if a customer is in a bad mood. if I'm communicating with a customer…
Escúchalo en el minuto 27:36
Canales de adquisiciónEl SMS alcanza una tasa de lectura estimada del 98% al final del día frente a un promedio industrial de apertura de email de aproximadamente el 16%, lo que convierte al canal móvil en un punto de contacto de alta efectividad.
98% of the text messages are read by the end of the day. 116 average emails a day an adult gets. Most of them aren't opened. Open rates are sitting at around 16% on industry standard. So we know that the SMS is super powerful.
Escúchalo en el minuto 15:18
Supervivencia de facturación ante bloqueos de cuentas publicitarias gracias al email marketing
Retención y relación con el clienteEn una tienda de ecommerce que facturaba 500k-600k mensuales y sufrió un bloqueo de 3 semanas en Facebook Ads, la lista propia de email marketing generó entre 60k y 80k mensuales con 70% de margen, manteniendo a flote la empresa durante la interrupción total de tráfico nuevo.
probably doing like 500, $600, $1,000 a month, We'd go up to 50, 60 K a month, And I think his profit margins was probably 70% on email. Facebook just did his thing. shut his account down. three weeks goes down the track. He has no traffic and he should have diversified Google, But fortunately he had email. So that whole time where he was making zero revenue, And all of a sudden he's making 60, 70, 80 K a month from his email, like really saved his butt.
Escúchalo en el minuto 32:48
Retención y relación con el clienteEs clave tener operativo el canal de SMS marketing en cuanto se empieza a dirigir tráfico a una tienda online, asegurando desde el primer momento el cumplimiento normativo legal mediante proveedores especializados.
And then as soon as it was driving traffic to the store, we want that SMS set up. Obviously the main takeaway is make sure you're compliant. If you're willing to do the research and check all the boxes, work with good providers like PostScript,
Escúchalo en el minuto 35:12
Ofrecer servicios gratuitos iniciales para aprender con datos reales y generar oportunidades
Retención y relación con el clientePara iniciarse en una especialidad de marketing (como email marketing con plataformas tipo Klaviyo) sin experiencia previa, ofrecer el servicio gratis a un negocio existente permite adquirir competencia técnica real y abrir puertas a contrataciones o colaboraciones a largo plazo.
I said to him, he was doing, And I said to him, I says, Murray, are you doing emails? He goes, no. I said, let me do it for free. So I jumped in for about six months, started learning Klaviyo, started learning all that type of stuff. He goes, I need some help running the business. It's growing too big and I only trust you. He goes, I'll give you an option.
Escúchalo en el minuto 8:51
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