txtNation’s CBDO Danny Marino and Digital Marketing Manager Patrick Macgougan discuss ways to get the most from your SMS marketing campaigns in this webinar.

Recorded in November 2013, the webinar covers metrics for SMS mobile marketing, good quality routes for bulk SMS, HLR lookup for SMS marketing, metrics and best practice. Read our articles ‘Get the Best Results from SMS Marketing‘ and ‘5 Key Metrics for Bulk SMS Marketing

SMS MarketingToday’s consumers are mobile. They’re always on the go, sending and receiving messages of all types. As a merchant wishing to promote your services, or with the objective to improve the way in which you communicate with your customers, you can meet the increasing mobile expectations of your consumers by using SMS marketing.

Here we will cover some best practice advice, to help you get the most out of your bulk SMS marketing campaigns. These fundamentals provide a solid foundation for how to communicate with mobile subscribers appropriately and comfortably using SMS.

Used in a meaningful, relevant and appropriate way for customers, SMS communication strategies can help businesses to:

  • Acquire new mobile customers
  • Welcome mobile customers
  • Increase mobile engagement and conversions
  • Retain your customers with mobile

SMS marketing and notifications should be about adding value – not just creating noise. Here are our tips for achieving these goals with your SMS marketing campaigns:

Add value
Provide above-and-beyond value via “positive disruption.” Offer exclusive offers and avoid sending offers and information that consumers can find in your emails, print ads, or on your site. Consumers are extremely connected to their phones and text messages are reserved for their inner circle. If they let you in, make it worthwhile for them.

Consider the conversation
As marketers, we know what we want from consumers. Take a step back and consider what the consumers may want to receive from your brand. What types of messages would they like to receive? What useful information can you provide? How can you make it easiest to obtain? And is it meaningful to the customer – does it save them time, engage with them better, make the business cost saving and increase awareness and interest in product?

Do not disturb
Don’t send promotional text messages after 9 PM or before 11 AM to avoid annoying those who go to bed early and those who are late risers. When a consumer opts in to receive your text messages, request time zone information; and, accordingly, send your SMS in waves to ensure you are optimizing the interaction.

Provide value first, capture data second
Get to know your customers. Right now, you may not know anything besides their phone number and that they want to receive SMS messages.

Consider the total mobile experience. While planning your campaigns, ensure you are optimizing the customer experience by linking to mobile sites. The best experiences are when customers can be directed through the SMS directly to a mobile web page or other content.

How do you get the most out of SMS Marketing, and what metrics do you need to be able to effectively analyse the impact of these campaigns? Read our blog ’5 Key Metrics for Bulk SMS Marketing.’

HLR Lookup to clean your data
You would use HLR on mobile data that you have stored before running a campaign in order to check its health and save costs and improve messaging accuracy. HLR Lookup – commonly used for Mobile Number Portability queries the network to obtain MCC/MNC.

txtNation Number Portability Discovery is a complete, global Number Portability service. It provides critical Number Plan and Number Portability (MCC/MNC) information enabling identification of the true destination network on a worldwide basis.

Number Portability is an API driven or managed service, dependent on your requirements. Data is continuously refreshed, scrubbed and stored by a dedicated team to provide a high quality, low latency source of number portability data. Customers, like SMS aggregators, who have typically used HLR Lookup services in the past, can now use txtNation HLR with a single interface and obtain global number portability data. In addition, new sources of data are continuously added as required, or when new countries come online.

By checking against the home location register, you can very quickly and easily see (for the fraction of an SMS cost) whether a number is still valid and therefore worth trying to market to.

This means you end up with an optimised data list, having removed the duds and also means you get a much clearer view on your overall return from a campaign.

If you’re blindly marketing to 50k customers but 20% of the numbers are invalid then this instantly skews your measure on return – plus costs you more money than was necessary. Read more about txtNation’s HLR Number Lookup.

Quality routes
txtNation focuses on offering local mobile network routes only , unlike many companies selling interconnect routes whereby messaging is sent via far-flung destinations before being redirected to the intended market (meaning low latency and poor reliability).

Cheap routes often result in very poor campaign results with far fewer messages successfully landing on the intended handsets, compared to local routes. In addition, interconnect routes are not officially supported by the mobile networks and are considered ‘illegal’. 

SMS marketing and notifications are far out performing other methods of communicating with new or existing customers; and whilst customers now demand more and more from mobile and expect you to be mobile friendly in the way they can engage with you then the most reliable and natural way to support this is SMS.

SMS is quite simply the only standardised, clear and ubiquitous mobile technology which works for every customer, every device.

Implementing SMS programmes does require thought and our biggest piece of advice is to keep your message clear and concise and above all relevant!

Think carefully about who you’re sending messages to, the message and when, and what you expect the end result to be. 

Contact us to find out how your business can benefit from bulk SMS marketing.

bulk SMS MetricsTo get the most out of your bulk SMS marketing campaigns, you need to use metrics. Define success before launching, that way you can report back to stakeholders and use for improving future campaigns. Here are five key metrics we’ve chosen, for measuring your bulk SMS campaigns.

Delivery rate: This tells you the percentage of messages successfully delivered, out of the total subscribers to whom the SMS is sent. Delivery rates vary widely based on a variety of factors (list size, message frequency and pre-paid phone composition) and a low delivery rate may mean your list needs to be cleansed. You can use number lookup (sometimes known as HLR Lookup) software to help cleanse your list, preventing your sending messages to invalid numbers.

Open rate:  is a measure of how many subscribers open a particular SMS campaign after receiving it, normally expressed as a percentage. Statistics tell us that text message open rates exceed 98% compared to 22% of emails, 29% of tweets and 12% of Facebook posts.

Opt-out rate: The opt-out rate tells us the percentage of recipients who opt out after receiving an SMS campaign, much like unsubscribe rates for email campaigns. A high opt-out rate for an SMS campaign can signal: the incorrect audience has been targeted or the content isn’t relevant or value-adding. Better targeting, and split testing your SMS campaigns can help decrease opt-out rates. Statistics also show us that the average SMS campaign is opted out less than 5% of the time.

Clickthrough rate: The click through rate measures the proportion of subscribers who initiated action with respect to an advertisement that redirected them to another page. Then on that page, they might purchase an item or learn more. The average click through rate (CTR) of URLs included in SMS messages is 19%, compared to just 4.2% CTR for emails. Due to the length of SMS messages, the URL is obviously more prominent than in the majority of emails.

Conversion rate: The conversion rate is the proportion of visitors who take a valuable action. This can be a purchase, signup, phone call or simply a page view – whatever you define as the goal. Linking your SMS campaigns to valuable conversions can provide you with an insight into your ROI from the SMS campaign, and help you improve future campaigns.

Calvinayre.comtxtNation CEO Michael Whelan was interviewed about mobile payments in Brazil by Becky Liggero for CalvinAyre.com at the Mobile and Tablet Gambling Summit in London yesterday.

Much of the discussion at the event centred around payment strategies for mobile gambling operators with mobile payments considered an important solution.

When asked why txtNation’s payment solution is a good fit for the Brazilian market, Michael said “Most users in these markets do not have credit cards, they have very little cash in that society in terms of the type of amounts you’d look to charge for.”

He added “It’s seamless, it’s just one click and end-users can top up immediately.”

You can watch the full day two summary video on on CalvinAyre.com, or see our photos from the event in our recent blog post.

Find out more about our mobile billing solutions for mobile gaming and gambling.

webinar - SMS Marketing

Mobile marketing with bulk SMS is a cost-effective way to communicate with current and potential customers, with high open and response rates. Using quality routes for delivery and HLR lookups to optimise your data, you can get even more from your campaigns.

As well as this, HLR can be used with your Mobile Billing campaigns. When using Premium SMS or Direct Billing, HLR lookups detect the mobile network based on a customers mobile number and significantly improve billing rates and flows.

In our upcoming webinar, Get the Best Results from SMS Marketing on 13th November at 15:00 (GMT), we will show you how to use SMS marketing to its full potential.

Webinar Agenda:

  • Cost saving with HLR lookup
  • Using quality messaging routes
  • Using HLR for better Bulk SMS Marketing campaigns

Register for our webinar.

register for the free webinar

Mobile and Tablet Gambling Summit

Next week, txtNation will be exhibiting at the Mobile and Tablet Gambling Summit in London where many of the industry leaders will be meeting to discuss hot topics.

If you would like to attend, make sure you take advantage of our £200 discount and contact us to arrange a meeting about mobile billing and messaging for mobile gaming and gambling.

You can read more on our blog about increasing customer acquisition and retention with bulk SMS marketing and how a mobile payment strategy can be of benefit to gambling operators.

Read more in about mobile billing for mobile gambling in our brochure, Gambling, Mobile Billing.

To arrange a meeting with txtNation at the Mobile and Tablet Gaming Summit in London, 4th-5th November, please contact us.

Over 50% of the global population accesses mobile internet at least once a week, with 35% using it daily, according to Marketing Magazine. highlighting the need for a mobile marketing and commerce strategy.

This follows recent statistics telling us that mobile internet use in the United States has doubled since 2009 with 63% of the population using their handsets to access the internet.

With so many people using the internet on their mobile phones, now is the time to take steps to accommodate for them, not just with a mobile optimised website, but also with a marketing and payment strategy to offer those users the best possible experience.

Early on in the user journey, as explained in our previous blog post, Increasing member acquisition and retention with SMS marketing businesses can take advantage of more and more people using the mobiles by reaching out to new customers with SMS data and bulk SMS marketing campaigns. This is a far more effective way of communicating to mobile handsets than email. Read more about this in our blog, SMS still the best way to reach your customers on mobile.

Contact us to find out more about mobile billing and mobile messaging and how we can benefit your business.

Mobile Gaming and Mobile Gambling

Recent statistics from gambling operators that offer services across mobile and desktop show that 50% of their customers use their handsets as well as computers to play and 30% solely use mobile, highlighting the importance of mobile for gaming and gambling.

Several members of txtNation’s Business Development will be attending EiG Totally Gaming in Barcelona 8th-10th October. As an award-winning provider of mobile billing and marketing solutions, txtNation is able to help operators adapt to the shift from desktop to mobile.

As customers shift to mobile, the ideal move for operators is to offer the option of mobile payments for topping up credits and to use bulk SMS for customer acquisition.

Alongside these recent findings, research by Stickyeyes digital marketing agency shows that during 2012, search queries for mobile gambling related queries from mobile devices grew by 75%, with “sports betting” taking the largest share. It’s not surprising that most listed and betting gaming companies have reported a significant growth in their number of mobile users recently.

  • Players are constantly available to connect.
  • The ability to communicate with bulk SMS marketing without spam or junk inboxes.
  • Quicker payments.
  • Increased customer loyalty as users are less likely to change brands once an app has been downloaded or a website bookmarked on device.

The movement of customers to mobile for gambling and gaming means operators need to adapt with mobile payments and SMS marketing, however, this is a positive move as it means more opportunity for constant sales, reaching new customers and offering a better customer experience. For more information, read our new blogs, ‘Increasing member acquisition and retention with SMS marketing‘ and ‘Mobile Payment Strategies for Gaming and Gambling.’

Find out about txtNation’s billing solutions for mobile gaming and gambling or contact us to find out more about our in-app billing or for technical information read more on our Wiki.
If you are attending EiG Totally Gaming in Barcelona and would like to arrange a meeting with us, please contact us.

Gaming and gambling operators are increasingly finding their customers accessing their services on mobile, as more and more people are using their handsets for apps and internet access. SMS marketing can do so much for customer acquisition as well as retention.


Bulk SMS for acquisition

When reaching out to new customers to their mobile phones, SMS is the most effective tool. As you can see in our previous blog post ‘SMS still the best way to reach your customers on mobile‘, 72% of emailed opened by consumers in the UK are accessed on a desktop. Click through rates from email on mobiles are only 7%. Over 90% of SMS messages are read and response rates are 15-30%, showing the high value of text message marketing.

By marketing to new customers with bulk SMS, you can benefit from:

  • Quick communication
  • Cost-effective marketing
  • Targeted data with our SMS datalists
  • No spam/ junk folder
  • High open and response rates

Read more on our bulk SMS gateway solution or visit our award-winning bulk SMS Platform, mFUSION.


In-app messaging for retention

For those running mobile apps for their gaming or gambling services, in-app messaging can significantly increase customer retention. Many applications already use SMS to communicate with their users. This can be in the form of reminders or alerts, to attract customers back to the app, increasing return visits and loyalty. Find out more about in-app messaging.

Contact us to find out more about in-app messaging and bulk SMS. If you are attending EiG Totally Gaming in Barcelona and would like to arrange a meeting with us, please contact us.