Summary of CommerceCo: the fundamentals of SMS marketing


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Text messaging can be part of productive retail marketing channels as long as workflows are automated and performance is tracked.

Entrepreneur Jordan West, owner of an e-commerce agency, Conscious Marketing, and an online clothing business, The brothers studio, uses SMS marketing to drive customer engagement and sales. He thinks SMS is one of his best marketing channels.

Don’t invite everyone

“Have you ever heard of the marketing term ‘spray and pray’? West asked. ” Do not do that. Don’t treat all customers the same. Each customer has a unique relationship with your brand. Don’t disrespect them by treating them all the same.

“Think of it like that. If you meet someone…[the relationship] start small, asking for small things. You don’t ask someone for their phone number right away. It’s a great thing with SMS. Don’t try to put everyone on your list.

Instead, focus SMS marketing on the customer segments most likely to respond to SMS campaigns.

West recommends segmenting customers by what he calls “traffic level”. The idea is to create segments around the depth of customer relationships. Buyers are a different segment from first-time visitors.

West has developed a framework to segment buyers based on their relationship with the business. The framework switches prospects from cold leads to hot leads.

For your business, identify customer login levels, if you want. West has a numbered scale for this. Other marketers can use the Recency, Frequency, Monetary Value (RFM) model to identify the right place in a relationship to ask a customer if you can send promotional text messages.

Automate

Automation is one of the main benefits of digital marketing. A business can set up programmatic workflows that encourage and guide customers and prospects throughout the buying process and to a deeper level of engagement.

West, for example, uses automation to drive solid SMS results. In this way, his approach to texting was similar to how many successful business ventures use email marketing or even social media marketing. These companies segment, target and personalize messages.

The key, however, is to use automation in moderation.

Measured

SMS marketing is trackable and measurable. While West was quick to point out that attribution isn’t always clear with texting, he was also careful to explain how to measure it.

“Look at this click-through rate: 43%%. And a 10% conversion rate after that. So $ 4.11 per message, ”West said as he shared some of his own company’s SMS marketing data at a live event for the CommerceCo by Practical Ecommerce community.

“So this post is costing me a dime and I’m getting $ 4.11 in revenue per post. It’s amazing, ”West said of his company’s SMS Automation welcome series. “The abandoned cart [SMS automation] is even bigger, $ 10.26 per message.

As with almost all marketing channels, the metrics your business tracks should relate to that campaign’s goals. West wants sales, so click-through rate, conversion rate, and revenue per post are all critical.

List size

One metric that you might not want to measure, especially when new to SMS marketing, is the number of subscribers.

“That list barely had 2,000 subscribers at this point, but I wanted to show you how amazingly effective SMS marketing is even when you’re just starting out,” West said, posting the results of five SMS marketing campaigns that had generated over $ 25,000 in sales.

Instead, focus on the results – advancing relationships with consumers and driving sales.

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