“SMS is like email. Except totally different”, is how Postscript sees SMS marketing. A channel with extremely high engagement, it is a channel that must be approached with a specific strategy in order to derive maximum impact. Corinne Watson, Senior Content Manager at Postscript, is an expert at how brands drive results from SMS. In this tactical conversation, we cover: how to get hyper-segmented to move a one-way campaign into a two-way conversation what the right balance between educational and conversion-focused messages is how ecommerce, SMS, and email will evolve over the next few years and how brands can prepare for the changes Corinne is a wealth of knoweldge, and we only scratch the surface of what SMS can do (she shares great examples from brands like Kinfield and Blume).
Highlights:
4:12 - Why segmentation is the foundation for success with SMS
7:30 - How to turn a one-way SMS campaign into a two-way conversation
10:33 - SMS as a relationship-building channel vs revenue channel
13:03 - What's the ideal ratio of educational campaigns to conversion-focused campaigns for SMS
16:10 - effective strategies to grow an SMS list
18:38 - What a customer's purchase process may look like in the next few years (hint: far more streamlined than it is today)
20:32 - Why skincare brand Blume succeeds with SMS -- they surprise and delight their customers with gift cards randomly
25:04 - How brands need to be re-educated on how to use SMS as a marketing channel
28:49 - How Postscript sees, and builds, the future of SMS marketing
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