Why you should segment your SMS marketing campaign

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When it comes to SMS marketing, you should treat it no differently to any other type of marketing. You still need to understand your target audience, segment your data and then send a relevant message to each group, written in a language which is suitable to that group.

This fact was underlined in a recent article published in the Herald Sun. It revealed that more than 50% of all Australians didn’t like receiving shortened SMS messages that include abbreviated words. Men were less tolerant of shorthand texting than women with 40% of men preferring words to be spelt properly compared to 32% of women.

While many women found emoticons sweet (those little images at the end of messages, such as smiley faces), they were unlikely to be appreciated by men. In fact 56% of men were more likely to find them unnecessary or silly as compared to 37% of women.

However, some abbreviation are still popular, such “LOL” (Laugh Out Loud), “OMG” (Oh My God) and “FYI” For Your Information.

So the conclusion is as always:

Understand what groups make up your target audience

Segment your data accordingly

Send the appropriate message to the appropriate group

Luckily segmenting your customers in Echo is really easy. To find out how, see our Support pages.

Author Avatar
Andy

Marketing man at Esendex.