Delicious, or maybe weird?
Although the debate rages in the culinary field, it has never even begun in the marketing world. No one has ever appreciated the marketing spam.
As a marketer, you want to bring valuable messages and fresh ideas to your clients, but you do not want to be considered as spam. Not only do I think about unsolicited emails or dubious messages about discount pharmaceuticals. I am also referring to sending messages to people who want to hear from you, including your clients. This form of mobile marketing that customers voluntarily select, known as graymail, can also be viewed as spam.
Spam is a prime area to focus on in your bulk SMS, email marketing, and business messaging campaigns. Because, while marketers have become smarter in not spamming their prospect list, the discipline tends to fall apart when they interact with current customers.
It can be difficult to connect effectively with customers via email because so much of marketing is done via e-mail. According to Giagom Research, 60 per cent of businesses are preparing to increase their investment in mobile marketing strategies such as SMS marketing and email marketing. Mobile marketing, including bulk SMS and email marketing, must have worked well to obtain such an investment, but how well? Since approximately 84% of email messages are regarded as spam, there is clearly a need for improvement.
But how do you keep using email and bulk SMS as an effective, productive customer contact platform without spamming customers?
This starts by figuring out whether your messages are all noise to your customers and then use best practices to design messages that would make sense to your customers, making them want to receive your messages.
Checks for Checking Spam
There are a variety of ways to determine whether your customers see your messages as spam. Below are the three most candid ways of doing it.
Spam Test 1 – The Sniff Test
The sniff test is simple and does not require lots of information. Only look at your marketing messages and ask yourself the following question:
Is this SMS, message or email helpful, informative and important to every recipient?
You need to raise this question about every single bulk message you send out and pay special attention to ‘each recipient.’ This last sentence means that you need to customise your bulk SMS to customer personas.
If your message is not helpful, does not provide value, or is not related to the customers, they’ll see it as spam.
Spam Test 2 – Customer Complaints about Spam
One complaint does not necessarily tag you as spam, but if you have several clients contacting you with the complaint that your email or bulk SMS is irritating and odd, then you probably are doing it wrong.
These complaints should be given due attention because they demonstrate that customers pay attention to you and your emails. They also took the time to write to you about the issue instead of just unsubscribing.
Such customers trust your company and, by updating your messages, you have a chance to give them more value in the future.
Spam Test 3 – Data and Metrics
Collect and review data on how many emails and bulk SMS have been sent, opened, and clicked to find out whether your business messaging pattern needs to be revamped.
SMS marketing data can suggest a spam problem when your numbers are significantly below industry standards. Likewise, if there is a sharp decrease in your open rate, something may have made your marketing messages less appealing.
Also, check for significant opt-out rates to your bulk SMS and Viber messages. When your opt-out rate is higher than the industry average, or if it’s skyrocketing, it’s a sign that you have an issue.
How to STOP SPAMMING Your Customers
If you have unintentionally crossed into spam territory, it is then time to make some adjustments to avoid spamming.
Make Content Relevant to Buyers Persona
Utilise what you know about the role, purchase history, buying pattern, and preferences of each customer to provide them with insight, helpful messages, and valuable deals.
You’ve got lots of info about your current clients starting from their first purchase. Get purchase records and ongoing activity details of your customers by using a website or content management portal to customize your emails and bulk SMS.
In the same way, be sure not to give your customers the same stuff twice, unless you are sure they didn’t see your first message.
Also build on past offers with something fresh and more comprehensive, such as a complete e-book instead of tips and information. To make this simpler, segment the email list so that everyone receives targeted messages that are pertinent to their needs and the items they have purchased.
Be Fair and Honest
When planning your customer-based mobile marketing campaign, note that these are consumers who have already embraced your brand. It is now your responsibility to develop a good relationship with them by being fair and supportive.
If you sign up your customers for business messages and emails as soon as they make an order, inform them. Let them know what messages they’re going to receive and how frequently.
Use Double Opt-In Procedure
If spam is a domain where you have had issues in the past, consider a double opt-in protocol. It ensures that customers will be signed up for messages when they make an order, but they still have to verify that they want to receive your emails and bulk SMS or not. Confirmation generally happens in the first message that you send. A double opt-in is good if you have loyal customers and strong contacts, but it can also shorten your Business messages marketing list, so use it with caution.
Record, Review, and Adapt
Collect information about the changes you make and how people react to them. Look at delivery, open, click-through and unsubscribe rates. Are they getting a boost?
Check the data and see what’s making an impact, positive or negative. Then, re-adapt your message content to give your customers more of what they want.
Takeaway: Designing Messages that Make Sense to Your Customers
Mobile marketing, including bulk SMS and Viber business API, is an extremely effective marketing strategy that produces results. They’re cheap, and they have the ability to hit a large number of customers. You need to make sure the messages are correctly designed and focused. Build hyper-relevant, useful business messages and regularly take advantage of the sniff test and customer feedback to find out whether you’re going to spam. If you are, change it appropriately.
The more you use this mechanism on a continuous basis, the more successful you will be in engaging clients without invading their inbox unnecessarily.