We all know that connecting with your customers through SMS is the most promising and beneficial attempt in marketing. You get a high frequency of engagement and can also target the remote and tough geographic market. But is this channel budget-friendly for all the marketing campaigns? Will this medium deliver commercial benefit or is it just limited to transactional alone?
Let’s dive in and learn more about MobileConnect in Salesforce Marketing Cloud and how we use it for sending SMS.
With MobileConnect, you can create SMS/MMS messages using the Mobile studio in the Salesforce Marketing Cloud. It pushes the message to the partners or the aggregators who then push the SMS to the local phone carriers through the SMS gateways.
The local telecom companies are the carriers of these SMS and therefore it is important to know the regulations before proceeding. Verify whether the carriers meet your business expectations before collaborating.
Some of the common challenges are
If you strive for strong, diversified communication and higher engagement with customers, enabling MobileConnect in your Salesforce Marketing Cloud will help.
Mobile Codes are specific numbers through which you can connect the Marketing Cloud to the local carriers for delivering SMS to one or more countries. The cost of mobile code depends on the country and the type of code used. The code has a tier associated and it represents the price for activating the codes.
There are four tiers that are available for now
Brand identity is the key for businesses and the ‘sender name’ is available only with Private codes. It is important to build trust for delivering a multichannel user experience. However, the users cannot respond to your SMS and it is crucial to add the phone number at the bottom of your text message.
Whether it is for providing a service, FAQs, Automated SMS bots, or SMS campaign subscriptions, Short code enables you to use Keywords for bidirectional communication.
System keywords in MobileConnect are used for opt-out managements and they are not editable. Some of the examples are below.
When you have SMS as the communication channel for a particular campaign, Keywords are more essential and act as a powerful tool. For bidirectional communication, you can also opt for other channels like WhatsApp or Line that the Marketing cloud offers.
Here’s what MobileConnect can do and achieve. We have divided the campaigns into four types.
Whether you have an order confirmation, registration confirmation, appointment scheduling, product delivery, or even shipment tracking, Transactional messages are used as they do not require much personalization.
This can be considered a subcategory of transactional messages.
If you want P2P (Peer to peer) or 1:1 conversation, you can re-engage with the individual subscriber. You can also use commercial messages to navigate and redirect the users to your website or the landing page.
These are used for data enrichment campaigns to collect data or insights which is missing in the profile database. These fetch a high success rate and grasp the customer’s interest very quickly with their short and engaging questions.
The message frequency, your target audience, and highly personalized messages should be prioritized when you are developing a customer journey for a campaign. Follow this checklist and stay ahead in the SMS marketing game.
If you are planning for a global roll-out, consider the use cases before finalizing the marketing channel in Salesforce. Always try something small like unidirectional SMS as it’ll give you the confidence you need to execute big campaigns.
Want to accelerate SMS marketing and leverage your business using this channel in the marketing cloud? Let’s talk TODAY!
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