The tips continue. (See “Tips for Links within SMS Campaigns” for the first three.)
Tip 4: Reporting is essential. Choose a mobile solution that captures and reports on mobile Web destination activity. There’s no point in linking to a mobile-optimized destination if you don’t have access to vital data, like clickthroughs, and mobile site (link-destination) activity.
Activity on a mobile web destination can result in more meaningful SMS communications (and vice versa) if it becomes actionable at an individual user level made possible with a profile-based system, notes Dave. Then marketers can make use of that data to improve and influence future messaging to the individual. Delivering a link to a purpose-built, engaging experience rich with forms, video, aesthetics, and more can amplify the benefits of SMS (immediacy, personalization, stickiness, anywhere anytime etc.).
Tip 5: Try using a branded link. The ability to track your link activity can be very valuable when evaluating your campaigns, but if tracking activity isn’t a concern for a particular campaign, consider using a branded domain link (such as brand.com/destination) instead of a shortened link (such as http://bit.ly/cWbIIh).
“Consumers feel more confident clicking on a link if they have some idea of where they are going,” said Bryce. “Shortened links that use non-domain formats don’t let customer know what they are linking to. If character restrictions permit, always let the consumer know they are linking to a mobile-optimized web experience. This will make consumers more confident about clicking through. And of course, try to be clear and concise about the value they will receive by clicking through. ‘Get 20% off at our mobile site, today!’”
There you have it… five solid tips for using links within SMS campaigns. We invite you to post a comment if you have a tip of your own to share!
(Special thanks to Dave, Emily, and Bryce for their help with this series.)