Why is your SMS conversion rate always so low?
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Only by constantly analyzing and comparing the data of each text message and summarizing your experience, can your marketing text messages become better and better, your conversion rate will become higher and higher, your promotion effect will become better and better, and your work (business) will become better and better. I don’t know if you have had this feeling. Since WeChat, QQ and other social software have filled our lives, we can hardly find any records of friends in mobile phone text messages. I picked up my phone and looked through the text message records. The most recent record was a text message invitation to a friend’s wedding two months ago. Now, instead, our text messages are filled with push messages from various platforms and applications. The most of them come from e-commerce platforms. As long as you have bought something from a store on an e-commerce website, you will almost certainly receive a push message. As an operator , I have been responsible for SMS push notifications on e-commerce platforms. It seems that there are few articles on SMS marketing. So today I would like to share with you some of my thoughts and experiences on SMS marketing, hoping that it will be helpful. The reason why marketing text messages are so popular among major platforms, especially e-commerce platforms, is mainly because marketing text messages are a low-cost but high-conversion promotion method. In layman's terms, this method is relatively cost-effective and can bring about a better purchase conversion rate at a low cost, thereby achieving precise marketing. This is indeed a very good promotion method for e-commerce. However, if text messages are sent inappropriately, it will make users feel dissatisfied or even disgusted, and is more likely to be regarded as spam. Next, I will share my personal experience with you, hoping to help merchants or platforms in need. The following content is divided into preparation before sending, how to send text messages, and to do after sending. 1. Preparation before sending 1. First, choose a reliable SMS mass messaging platform A reliable SMS mass messaging platform is the material basis of SMS marketing. If the platform is not formal, it is easy to cause the phenomenon of "spam SMS", which brings a very bad experience to users. The criteria for judging a reliable platform are as follows (personal opinion): Platform scale: Please choose a formal company and remember to check the other party's business license, value-added service license, SMS access service code usage certificate and other materials. These three are the most important. Price: The price of SMS in the market ranges from 1 to 8 cents. Our previous price was around 5 cents. We dare not use it if it is too low, and the cost will be too high if it is too high. Arrival rate: The arrival rate must be at least higher than 90%. Platforms with a rate lower than 90% are not recommended. The best arrival rate is greater than or equal to 95%. Our previous average arrival rate was around 94-5%, which is pretty good. Sending speed: SMS focuses on timeliness, especially verification SMS. You must know that users’ patience is limited. Once the speed exceeds the user’s waiting expectations, it will cause a large number of losses. Background information: You can see SMS sending reports, screenshots, logs, etc. in the background, and you must also understand blacklists, keyword filtering and other information. Based on this information, you can ensure the accuracy of SMS. 2. Classify SMS and maintain different contents We generally divide SMS into verification code, system and marketing categories, with different codes and interfaces maintained by technology. The verification category is not difficult to understand; the system category is related to various behaviors triggered by products and users, such as recharge arrival, withdrawal arrival, product delivery, successful payment, etc.; the marketing category is various marketing push text messages, which use various copywriting and discounts to guide you to buy, and the focus of this article is also marketing text messages. 2. How to send marketing SMS 1. How to determine the sending conditions? 1) By fixed conditions: Push notifications to users who meet certain fixed conditions, such as users who have registered for three days but have no purchase record, users who have purchase records but have not purchased in the past month, users whose purchase amount exceeds XX yuan, etc. 2) Customized conditions: One is that the platform customizes some conditions and sends purchase coupons to some users to increase the user's purchase conversion rate. The other is to cooperate with marketing activities. E-commerce platforms will launch various marketing activities throughout the year, such as Member Day, Double 11, Anniversary Celebration, 618, etc. At this time, SMS push in conjunction with these marketing activities can achieve better conversion effects. 2. How to write good text message copy? How can you make your copywriting appeal to people and make them want to click on it and buy it? You want it to stand out but are afraid of failing to achieve marketing conversion results? It is indeed difficult to take both into account. This is a very troublesome problem. Every time I write a marketing text message copy, I have to consider it for a long time. I really rack my brains. I didn’t even have to do this when writing essays for the college entrance examination. To this end, I often read some good articles and accumulate knowledge continuously. I usually study the text messages pushed to me by the platform, learn the good parts, and write down the bad parts to remind myself not to make the same mistakes. Before sending a message each time, I will revise it again and again, hoping that each copy can achieve better conversion effects. 3. How to choose the sending time? This is the same as sending via a public account, the timing of the push is important. In general, the time periods of 10-12 am, 3-5 pm, and 19-22 pm are relatively effective. Generally, e-commerce has the best conversion effect at night, but this effect is not absolute. It needs to be analyzed based on the actual situation of your own platform and the product category. Generally, you will know the effect after trying a few SMS messages. In short, for e-commerce platforms, I recommend sending between 17:00 and 18:00 in the evening, and then the conversion rate can be increased as much as possible between 19:00 and 22:00. 3. To do after sending Is it OK after sending the text message? Not really. As operators, we also need to monitor the effectiveness of SMS sending, analyze sending data, and summarize valuable experience. 1. Monitor the effect of SMS sending It mainly monitors the real-time arrival rate and arrival time of SMS to see if there are any abnormal situations. Colleagues who evaluate the quality of the SMS platform must also ensure that most users can receive SMS, otherwise there is no point in sending SMS. 2. Data Analysis This is very important, otherwise you will send so many text messages in vain, and your boss will ask you how the text messages are sent, how many people clicked on the text messages, how many people traded, how much money was traded in total... You can't not answer any of the questions. As long as you have completed the data analysis, these questions will not be a problem. You can answer your boss immediately and provide him with a relevant data report . These data can be found in the platform background. Just import the data into an Excel file, and then use Excel, SPSS, Tabluea, BDP personal edition. These are the ones I often use. Of course, you can use other data analysis software you are familiar with for analysis. It is best to present the analysis results in a visual way and then send it to your boss. (Excel analysis results only show data dimensions) (Visualization, just sample data) The significance of data analysis is not only to send data results to the boss, but also to summarize and reflect on your own work. The data of each SMS should be analyzed, and the same type of SMS should be compared and analyzed. After comparison, why the data conversion effect of a certain SMS is good? At this time, we need to delve into it (after several comparisons): Is this text message good? Then summarize the good features of the text and try to use this style of text in the future. Is this text message sending time good? Then summarize the best time to send the text message. Is there a link in this message? Generally, messages with links have better conversion effects. Users are lazy, and it is much faster and more convenient to jump to the link directly than to open the APP. The users targeted by this text message are easier to awaken and convert. Then we need to summarize the conversion characteristics of each user to make the text message more accurate. Only by constantly analyzing and comparing the data of each text message and summarizing your experience, can your marketing text messages become better and better, your conversion rate will become higher and higher, your promotion effect will become better and better, and your work (business) will become better and better. Mobile application product promotion services: ASO optimization services Qinggua Media information flow The author of this article @杨丽清is compiled and published by (APP Top Promotion). 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