A deep dive into our campaign builder, and why conversational is so important
With SMS being the primary form of communication among mobile users, rolling out conversational experiences to connect with customers is the next logical move for marketing initiatives across industries. The most successful text marketing efforts look to engage with their audiences the same way you would with friends and family, a friendly two-way approach, not pushy notifications. To do so, brands need the capability to easily draft, schedule, and publish interactive SMS campaigns that are engaging and personalized to customers through careful targeting. When designing our own Campaign Builder, we were driven to create a feature that did just that, allowing our customers to send direct marketing messages and automated conversations that perform well and build real connections with their subscribers. Its features and functions are intended to be easy to use by our client’s team, with customizable flow options, segmentation tools, and the capacity to send rich media like videos and photos.
A two-way conversation is a meaningful interaction
At Drop, the first thing our team focused on was creating a Campaign Builder that was user-friendly and intuitive so our customers could easily build their own multi-step text campaigns. By selecting an Open Question, or Closed Question flow, our clients have the ability to determine whether they want campaigns to be one, two, or various steps of questions and statements, creating a true conversation. Unlike most SMS solutions currently in the ecosystem, we find it critical for our clients to be able to roll out their own two-way messaging experience. Launching an interactive campaign forms a dialogue that confirms interest before bombarding the recipient with offers or promos. It’s more friendly, non-abrasive, and creates more meaningful interactions.
Better segmentation equals higher conversion.
While through our platform, clients can already gear SMS campaigns to specific groups of their text audience, we took it a step further, allowing them to segment their audience based on their actual replies. It’s the simple, “would you like to hear more?” question that better personalizes the experience. Based on what the text subscribers have to say, our campaigns and automatically change course and respond accordingly. Additionally, audiences with different behaviors can be grouped and sent hyper-segmented retargeting campaigns that result in much higher conversion. As clients learn more about which campaigns work best for specific targets, their team will be able to easily save, modify, and duplicate these automated interactions to streamline their workload.
Over and over again we ring the alarm on how easy it is to lose a text audience when its strategy consists of annoying, spam-like content. Interactive campaigns help to keep opt-out rates low by only interacting with those who have expressed genuine interest in a coming sale, product release, offer, or anything else that is shared. Also, by keeping an eye on the key metrics across each campaign, our customers are better able to craft their marketing messages, knowing what specific audiences are responding to best.
The bottom line, it works.
From reaching one million in sales in under two months to reaching an average of over 30% conversion, we are well aware of the impact our Campaign Builder is having on our customers’ bottom line. With the success we’ve been seeing, the value and importance of this feature has been proven over and over again. While we continue to roll out new use cases, collaborate with our customers, and learn from the audience’s interactions, we’ll continue to make improvements and updates for this critical feature.
If we’ve piqued your interest in conversational marketing, want to learn more about Drop, or simply want to connect, send us a text at 1–833–217–4200 or sign up to get early access here.
