Mobile Messaging for Customer Retention

It is easier and cheaper to retain a customer than to acquire a new one, and one of the key methods of retention is good communication. Mobile messaging can provide quick, direct communication between you and your customers and, according to statistics, offers far higher open and response rates than email.

To get the best results, we’re looking at different ways in which mobile messaging works for customer retention:

Offers
Promoting an offer by text message is a simple way of keeping a good flow of communication between you and your customers. By contacting them by SMS, you have the advantage of quickness, both in terms of the opening and reading of the message as well as the ability to react. With many people using smartphones, a link to a mobile optimised landing page can lead to a fast conversion. With this, we can create a time-limited offer to use the persuasion tool of rarity.

Be sure to target your offers only to customers who are likely to be interested, so you do not damage their loyalty and trust in your brand. Key performance indicators for this include open rates, unsubscribe rates, click through rates and sales.

Updates
Relevant updates can keep you at the front of your customers’ minds. By updating them on new products or services and other important news, you can keep them clicking through to your website, getting in contact or even just more aware of your activity, without any direct CTA.

Again, this needs to be targeted. Mobile messaging is a very personal form of communication, and the interests of the recipients should be strongly considered in order for you to get the best results. KPIs for this include open rates, unsubscribe rates and click through rates if you include a link. It can also impact sales and the amount of people talking about your business, which can be partly measured by social media monitoring.

Request Feedback
We have worked with clients who have used SMS as a tool for gaining valuable feedback. This not only helps you to improve your products and services, but shows that you care about the customer.

Some businesses initially send bulk SMS asking for feedback, with a non-premium short or long code for replies. We have also seen businesses using their print or email material to current customers, asking them to send feedback via SMS message to a short code.

KPIs for this sort of activity include open rates and unsubscribe rates for outbound SMS, response rates and the usefulness of the feedback, so, for example, whether you were able to make concrete changes with the replies received.

Add Value
Is there any extra information or material you could provide your customers with mobile messaging that would improve their overall experience? Not all businesses will be able to provide this, however, if you are, it can greatly increase loyalty and retention.

As with many of the other activities we have mentioned, this should be targeted. You should always be thinking about whether the content you are sending out is going to be interesting or useful to the recipient. KPIs include open rates, unsubscribe rates, click through rates and sales.

 

Mobile messaging is a powerful communication tool which can be used as part of a retention campaign. If you would like to discuss how this can be used to benefit your business, please contact us.

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