In Messente we have seen how different brands communicate with their customer base via SMS. Essentially brand communication is something that happens every time your customer comes into contact with your service and product or your message.
SMS communication (notifications, alerts or something else) is an integral part of this communication mix because in every dialogue there are occasions when something needs to be said in a short and time critical manner.
Here’s a few tips how you can do that most effectively.
1) Keep your messages consistent with your general brand image.
Even simple notifications can have the touch and feel of your brand. Use the same tone and address consumers in the same manner you talk to people face to face, post on facebook wall or tweet.
If your core value is speed of delivery, consider sending out frequent timely notifications. If you rely extensively on customer feedback, give people an opportunity to respond to your messages.
2) Always be relevant.
Time your notifications based on your (tested) assumptions about how your customers’ daily schedules look like. Ask your customers which notifications they would like to get and obsess over delivering a personalised experience.
3) Test, measure and constantly improve.
When you adapt to how people react to your calls for action you get powerful insights which enable to improve your service and avoid being intrusive in any way. Make up your own metrics, measure and analyse. Experiment with different sending times and ask for feedback. Segment your customer base considering their individual needs and preferences.
We have seen how implementing these simple points have significantly improved the brand communication of most companies we work with. Hopefully they gave you a few ideas of your own how to engage your customers better.