How to Properly Segment Your SMS Text List to Increase Conversions
Segmenting your SMS marketing subscriber list is an integral part of keeping your text list relevant. By sending alerts to those to only who it’s pertinent to, you will increase conversion rates as well as keep people from unsubscribing.
By area code
If you’re running a business with different physical locations, it is a good idea to create segments based on area codes. For example, if you own a restaurant chain and want to advertise the dinner special for a single location, segmenting your list out by the area codes surrounding that specific location will be more effective in terms of conversions than sending it out to your entire list.
Depending on what you’re trying to promote, segmenting your text messaging list by age can be helpful in increasing conversion rates. If you operate a health care clinic and are offering free exams for patients over fifty, segmenting your list by age will prevent those who do not fit the criteria from leaving your list, or from feeling alienated.
By previous conversions
Every customer wants to feel appreciated. By offering a special to only your best customers, you create a feeling of exclusivity. Segmenting your list out by customers who’ve previously made purchases can help you achieve this, as well as potentially boosting sales.
By no previous conversions
Trying to earn new business? Offering an opening discount to the subscribers on your list who have yet to make a purchase can help win you new customers!
Sometimes, segmenting by area code is not completely effective. If someone has moved across the country but kept their phone number, segmenting by area code may leave them out of a promotion that is pertinent to them. For example, if you are in the business of event promotion, segment your subscribers by the specific event they signed up to receive alerts for, so that you can notify them again if another event comes to their area.
Most everyone likes to have their birthday recognized. To both increase sales and show an appreciation for your customers, send out an offer for subscribers with a birthday that month. This works for especially slow months your business may experience.
When not to segment your list
If you’ve got a big announcement to make or a company wide sale, sometimes it’s best to send the message out to your entire list of subscribers. However, it is important to do this strategically, and only when you have something truly worthy of sending out to your entire list. Over-promotion can devalue your text message marketing.
Segmenting your text list is key to running successful SMS marketing campaigns. By keeping information applicable to the recipients, your text messaging campaigns will reap higher conversions as well as keep your unsubscribe rates low. If you have any questions on how to segment your text messaging subscriber list to best work for your business, reach out to a member of our team!
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