A company should know its customers and this is vitally important when it comes to SMS Marketing.
Targeting is the key component within a successful SMS Marketing campaign and care should be taken that the customer database is very up-to-date and is monitored for relevance.
So, the thing to remember is relevance and a company should aim to sort its database by categorising its customers in different ways. There are a number of ways of doing this, but it comes down to thinking about your individual customers.
First up, most businesses will know about their customer’s purchase choices. A classic example of this is the online book sellers who will monitor a customer’s buying habits and based on one purchase, send a message which says having bought that, would you like to buy this. Few people could argue against such logic, as long as the other product being offered is relevant.
The next important category are the big spenders; the premium crop of any business. These are the guys that need attention, not only to be kept abreast of a company’s product line, but also to be given say first news of special promotions and made to feel wanted and cared for. The big spenders have the keys to the executive lounge and should be treated as such.
Next say are the regular spenders. They might be of course those that are also big spenders, but they are important because they are those customers which keep coming back to the business and therefore make it work. These guys also deserve special news, promotions and offers of deals. They too need cosseting and loving.
A fourth category which is equally deserving of attention is those customers that spent once, or say a few times, but have not come back. The hard work has been done getting their business, but why didn’t they come back? It might well be that they didn’t like the product, didn’t feel the service was up to much, or indeed, have just moved on. But many businesses need to promote customers and a well-timed, or well-crafted promotion might just do the trick here.
Finally, a category might be those that have never spent with a business, but might have enquired, or been introduced, but have never made the final step and completed a purchase. These might need special promotions to get them to make that final decision. But they are a very different audience to your regular spenders and so its best for businesses to keep up strict dividing lines. A good offer here, might well offend a regular customer who does not need such encouragements to spend.
Tags: Direct Marketing, Marketing Channels, Marketing Strategies, Marketing Trends, SMS Marketing, Text Marketing
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