How Rich SMS strengthens customer relations

With the explosion in mobile usage, Rich SMS has become an essential part of the customer relationship between a brand and its prospects and customers. One of the essential uses of mobile marketing is to rely on a messaging platform.

It is essential for a mobile strategy, as it offers a global vision of messaging while focusing entirely on optimising campaigns. It is an integral part of the marketing actions carried out in digital communication.

SUMMARY

What is a mobile messaging platform?

• More than an SMS, an html page
• Specific features of RichSMS
• Anti-spam with stop sms
• A 4-point need for ease of use
  • Looking for an intuitive platform
  • A good customer experience
  • Integration with database management tools
  • Management of several campaigns in parallel

Mobile notification, the arm of CRM management

• The framework for actions on mobile
• 3 things you need to know about managing push notifications
  • Mobile application push notifications
  • The uniqueness of notifications via e-commerce mobile applications
  • Integration of conversational tools

What does a mobile messaging platform offer?

• The basics of mobile marketing, consumer equipment
• Meeting companies' communication needs
• Being present where consumers are
• Adaptability and agility for mobile actions
• Performance and quality of your digital communications
  • The key to customer satisfaction
  • Personalising your campaigns

Examples of RichSms

• Here are a few examples of how rich messages can be used
• Example of Rich SMS to drive a loyalty programme
• Example of Rich SMS to boost online sales
• Example of Rich SMS to generate in-store traffic

See all software Mobile Marketing

What is a mobile messaging platform?

A mobile messaging platform enables you to create, send and analyse mobile campaigns independently. It enables CRM teams to manage their campaigns and retrieve campaign data in real time.

More than an sms, an html page

A Rich SMS is an SMS message containing a hypertext link, inviting the targeted mobile user to join a hyper-personalised web page on which an offer is made.

Using a mobile messaging platform, it's easy for brands to create their own html pages that reflect their graphic charter and offers, without necessarily having any knowledge of computer coding.

Specific features of RichSMS

RichSMS overcomes the 160-character limit for simple text messages. The information is integrated into the enriched html page so that only the most relevant terms are included in the text of the message.

The aim is to encourage users to click on the link. RichSMS also makes it possible to track all the actions carried out on the html page and therefore to retrieve statistics that are relevant to the management of marketing campaigns: deliverability, interaction, responsiveness, ...., etc.

Mobile campaign management platforms also enable marketing teams to carry out A/B tests, feed databases, automate campaigns, etc.

Anti-spam with stop sms

Stop SMS should be included in every promotional campaign, enabling users to unsubscribe from the messages they receive.

For brands, the unsubscribe rate enables them to measure the interest of their base in the messages they are sending, and to avoid over-selling to their customers.

A mobile campaign management platform can be used to manage unsubscribes so that brands can keep their lists of qualified subscribers.

A need for simplicity of use in 4 points

1. Looking for an intuitive platform

Complexity is the bane of every campaign manager. Getting to grips with web tools quickly is crucial if they are to focus on the essentials.

2. A good customer experience

From the point of view of the customer receiving the messages, the user experience must be effective.

Communication codes that are respected, clear proposals and simplified unsubscribing are all criteria that will commit them to maintaining their relationship with the brand over the long term.

3. Integration with database management tools

For any digital strategy, segmentation is a basic requirement for successful marketing campaigns.

Integrating your mobile messaging platform with your CRM tool makes it easy to exchange data between the two tools (segmented databases in one direction and Rich Messaging-specific data feedback in the other).

4. Managing several campaigns in parallel

In their day-to-day work, CRM managers are faced with a large number of campaigns with different objectives. Being able to monitor actions on mobile in a single place is a real time-saver and improves the efficiency of their decision-making.

In the world of mobile marketing and its many players, it's not always easy to find an all-in-one solution...

In a nutshell.

Mobile notification, the arm of CRM management

Corporate CRM departments have databases built around their sales funnels.

All they needed was a mobile marketing messaging solution to optimise their strategy.

The framework for actions on mobile

The interaction that companies want to achieve is delivered via a variety of mobile channels: push notifications, SMS and push Messenger. Push notifications are alerts that inform mobile users that a message has been sent to them via an application on their phone.

Widely used by email messaging applications, push notifications are now being used more and more in the information sector, on social networks and e-commerce applications.

3 things you need to know about managing push notifications

As well as generic uses, marketers use them to push marketing messages to their lists of subscribers and prospects.

1. Mobile application push notifications

To receive a push notification from a brand, a user must first have installed the brand's mobile application on their smartphone.

Another condition is that the mobile user must give permission to the application to receive push alerts.

2. The uniqueness of notifications via e-commerce mobile applications

The users of e-commerce mobile applications have integrated the sales tunnel proposed by social media departments.

They belong to the loyal community of consumers, and are therefore more receptive to the offers made to them.

Enriched messages are therefore more effective with them.

3. Integration of conversational tools

Chatbots are becoming a solution for managing customer relations in many ways. Among other things, they can be used to develop the use of push Messenger. The Facebook bot is one of the most effective examples.

What does a mobile messaging platform offer?

It's a crucial tool for implementing and managing any rich mobile messaging strategy:

• it gives you access to all dedicated mobile channels (sms, push notifications, instant messaging applications, etc.),
• It allows you to analyse all your campaign returns in real time,
• It maximises your return on investment and allows you to optimise your budgets.

myElefant is the leading platform for rich messaging (SMS/RichSMS, Push/RichPush, Facebook Messenger Push, Conversational Bot).

It offers up-to-the-minute technology to enable CRM teams to devote 100% of their time to launching and managing their mobile campaigns.

In addition to its high-performance platform, myElefant offers expertise in mobile technology and support in implementing mobile strategies.

The basics of mobile marketing, consumer equipment

Over the years, mobile phones have become an integral part of consumer habits.

60% of French households have a smartphone.
Mobile internet accounts for 70.8% of their usage.

Source: Marketing Mobile Association France (2016)

Another study reveals that 40% of the population own a touch-sensitive tablet (ARCEP June 2016). 2017 will be the year in which time spent on the internet will overtake that spent watching television.

These figures are implacable for all CRM departments. Their digital strategy must be applied to mobile devices.

Meeting companies' communication needs

Mobile marketing teams need to be able to set up campaigns quickly.

Integrating brand branding, personalising the user experience, customer relationship management, A/B and campaign follow-up testing are all part of the foundation of any mobile marketing campaign.

Be present where consumers are

This is one of the major trends of the moment. Integrated into an instant messaging interface (such as Facebook Messenger), sending rich messages has become a matter of course.

Facebook is the number one social network in France. With 31 million active subscribers, it is France's favourite social network.

For companies wishing to converse with subscribers to the social media, what better way to do so than through their mobile messaging platform.

Open since June 2016, the Facebook Messenger API enables rich messages to be received directly on Facebook's Messenger application.

Adaptability and agility for mobile actions

This is a real plus for an SMS marketing campaign management platform.

Not only does it make you more effective on mobile devices, it also adapts to all your customer relations objectives :

• Loyalty,
• Online sales
• Drive to store,
• Scratch card games,
• information,
• Promotion,
• etc.

Performance and quality of your digital communication

With an open rate of 95% and a recall rate of 60%, SMS beats all other media, such as print or emailing.

What's more, 80% of people who receive a commercial SMS say they are interested in its content. (Sources Médiamétrie/ MMAF and Mailmetrics).

It is essential to integrate the mobile channel into marketing strategies and to rethink customer relations with an omni-channel strategy.

Another strong point of the Rich Message is its almost instantaneous deliverability.

A must for your customer satisfaction

By integrating a conversational Chatbot into your CRM, you can optimise customer satisfaction by meeting their expectations in record time:

• Order tracking,
• Invoice recap,
• Satisfaction surveys,
• etc.

Personalising your campaigns

This is a basic one. Not only is it possible to personalise your mailings, but your subscribers will appreciate it too.

See all software Mobile Marketing

Examples of RichSms

The myElefant solution is a central point for managing and boosting mobile campaigns.

Here are a few examples of how rich messages can be used:

• Online sales;
• Promotion of loyalty programmes;
• A sponsorship offer;
• Drive to store and geolocation;
• Interaction and forms;
• Online sales;
• Consumer birthdays;
• Gamification;
• Personalised text messages following the conversion funnel;
• Customer relationship management with a conversational bot.

Example of Rich SMS to drive a loyalty programme:

Example of Rich SMS to boost online sales:

Example of Rich SMS to generate in-store traffic: