Let's look at the parameters to use when subdividing recipients to create truly relevant sms campaigns. If email is the father of digital marketing, sms is its little brother . After e-mail, sms is the most enduring channel through which huge flows of communication pass. Suffice to say that in 2016 in italy, 3.2 billion mass sms were sent. This impressive number gives you a good idea of how important sms messages are for brands. There are several reasons why the sms channel is so effective. While the premise is obvious – everyone now has a mobile number – a marketing aspect must be taken into account: more than facebook or any other digital channel, text messages are sure to reach your recipients
. On all other platforms, efforts and investments depend on the ability to attract an audience. Let's be even clearer: an sms is a unique and immediate way to directly reach the company mailing list heart and mind of each recipient. The right message to the right recipient there is a but: the biggest mistake you can make in sms marketing is thinking that the same 160 characters (including all landing page urls) are usable for an entire contact database. . We know how harassing and unbearable generic and irrelevant text messages are. Even more than e-mail, the effectiveness of sms follows a delicate balance between content restrictions and the relevance of the messages for the recipient. When an sms reaches the target, a campaign can fully deploy its incisiveness. A generic approach always hampers a campaign. On the other hand, the more a communication is targeted , the greater its communicative potential.
This is precisely why brands need to apply segmentation activities before sending, which helps reduce costs and avoid sending irrelevant messages that can lead to unsubscribes. The filters also make it possible to automatically manage all the phases following a first purchase: communications concerning transactions , follow -up, remarketing actions , up-selling and cross-selling campaigns . In this article, we will look at segmentation possibilities for sms campaigns. One by one, here are the criteria you can apply to your database. Geographical geolocation makes it possible to send offers and product launches exclusively to recipients residing in the geographical