Effective Engagement with SMS Marketing

Effective Engagement with SMS Marketing

Presented by Kevin Boutin and Brad Penwarden

Capitalizing on the Power of SMS Marketing Across All Industries

In the ongoing pursuit of customer relevancy, we at Munvo recognize the importance of developing and maintaining dynamic experiences predicated on consistent and personalized conversations with your customers. There are over 5 billion people who use SMS, with more than 80% of them keeping their message notifications switched on. Considering the rise of mobile users this past decade, SMS has become a crucial component for the success of your omnichannel marketing strategy.

Through a collaborative presentation by Kevin Boutin, Partner Account Executive of Twilio – the global cloud communications platform – and Brad Penwarden, the Director of Products at Munvo – the Marketing Solutions Specialists – our webinar will dive deep into the world of SMS marketing. From enhanced engagement to increased conversions, find out how SMS can result in a better bottom line for your business.

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Personalization for your Mobile Marketing Practice

Personalization for your Mobile Marketing Practice

Enhancing Communications with Munvo’s SMS Gateway

The ‘mobile-first’ mentality has permeated all facets of marketing operations, such as website-building, ecommerce via mobile applications, and the ongoing growth of digital wallets. Smartphones now dictate the way that businesses market themselves and personalize their branded communications. As such, it is crucial to connect with the customers whose handheld devices seldom leave their side.

According to Gartner, SMS open and response rates remain as high as 98% and 45%, respectively, compared to figures of only 20% and 6% for email. For this reason, Munvo developed the SMS Gateway, a flexible software that serves to facilitate intuitive mobile dialogue between businesses and their targeted consumers in near-real time.

With the SMS Gateway, you can convey relevant information and remain in close contact with a set of current or prospective customers. The product’s main features – from its connectors and conversation trees to messaging templates and MMS options – fortify the power of advanced personalization at a speed and capacity that is unprecedented. In this article, we will demonstrate how our team has harnessed this innovative product to support businesses in the pursuit of personalized marketing campaigns.

Find out how Munvo’s SMS Gateway refines mobile marketing practices across all industries to:

Personalize Customer Check-Ins and Travel Offers

Traveling, whether for work or leisure, often requires advanced arrangements that can include lodging, flying, touring, and dining. Travelers want to make the most of their time away – and in the tourism, entertainment, and hospitality industries, their convenience should be your company’s first priority. For instance, when an international airline sought to deploy SMS offers to travelers for exclusive packages from partnering hotels, rental companies, and restaurants, the SMS Gateway prompted our client to look back at each customer’s previous travel history, before finally directing them to the deals or excursions that best suited their interests.

Geotagging can also be implemented to reach travelers when they enter the terminal of an airport. Once they log on to the airport’s free Wi-Fi, the SMS Gateway can initiate a conversation with them via SMS to bring their attention to various promotions. For example, you can solicit customers to purchase roaming data packages from partnering mobile providers. The resulting “Success/Failure” status (based on each customer’s response) can then be saved for future reference.

Personalized SMS messaging ensures that customers stay on top of their itinerary, while granting them the flexibility to modify their plans for a more fulfilling experience, hassle-free. Whether traveling on a family vacation, as a corporate group, or backpacking individually, it is vital to get to know your customers’ distinct needs, or as another one of Munvo’s clients required: to establish communication between their hotel brand and the people checking in. With its ability to form tree-like conversation paths and push lists of SMS numbers to a given short or long code, the SMS Gateway allowed our client to relay key details and limited-time offers to hotel guests; a time-saving initiative that kept them up to date. This information ranged from Wi-Fi passwords, hotel amenities, and room service, to breakfast and pool hours/locations, check-out details, and special event notifications.

SMS Gateway's Intuitive Conversation Tree
In any case, Munvo can assist clients and capitalize on the SMS Gateway’s connector to leverage HTTP protocol and near-real-time communication functionalities, with the general aim of accommodating their respective customer base. The connector’s use of HTTP corresponds directly to your Mobile Messaging Provider (MMPs like Twilio©, Sinch/CLX©, or AWS Pinpoint©), which can alter message performance according to volume and encourage consumers to actively engage. By enabling a link between the airline and hotel’s respective marketing automation solutions and their SMS providers of choice, they were able to develop unique SMS strategies that specifically worked for them. They even customized mobile templates that could be reused as digital assets down the road. There is no one-size-fits-all solution for personalized mobile marketing – and the flexibility of Munvo’s SMS Gateway reflects that reality.

Capture Customer Feedback Instantly

The SMS Gateway enables you to incorporate response-tracking within your marketing automation solution. Current SMS providers lack the ability to support this task, so Munvo took the initiative to bridge that gap.

By surveying customers and gaging their responses through the messages that they navigate within their conversation trees (referred to as nodes within the actual product), we have been able to intuitively reach desired audiences, record their transactions for reference (inbound, outbound, batches), and reassign customers to different messages within their current conversation.

In other words, Munvo’s SMS Gateway gives our clients the agency to capture customer feedback and move the conversation forward based on the data that is provided. It’s no wonder that marketers who employ SMS marketing strategies are on average 79% more likely to adopt additional mobile-specific tactics into their marketing operations, due to the near-immediate results and receptivity of SMS messaging.

Create Customer Profiles Based on Two-Way Dialogue

In light of the SMS Gateway’s advanced customer feedback, you can also draw from, or build on, previous interactions to develop comprehensive customer profiles. This is especially useful in the retail industry, where it is imperative to market the right item to the right person at the most optimal moment. Munvo’s SMS Gateway makes it easy to retrieve and gather end-customer data, and so, enrich your knowledge of targeted consumers, their interests, and basic buying habits.

If, for example, customers purchase an item that makes them eligible to sign up for a specific membership card, the SMS Gateway can ensure that this message is rapidly transmitted to them. The customers would then be prompted to answer with a “Yes/No” opt-in response, in order to receive the mobile wallet card, also sent via SMS.

With adaptable messaging templates, you can even repurpose material that contains personalized customer information. These templates, which are triggered with a webhook, allow you to distinguish and set parameters when requesting customer data directly from your marketing automation software. Afterward, your marketing team can quickly plug retrieved data into future messages or campaigns for effective interactions that are more likely to result in sales.

In one instance, we implemented the SMS Gateway’s connector and integrated Adobe Campaign with Twilio to facilitate real-time, event-driven messaging through the HTTP protocol, in lieu of our client’s REST (Representational State Transfer) connector. We subsequently established a workflow for our client to verify whether certain targeted mobile numbers were already in their database, in order to create new customer profiles or better target existing ones. This is precisely why personalized mobile marketing is one of the best ways to get to know your audience and effectively humanize your brand.

Personalization and the State of Mobile Marketing Today

At a time where we are all increasingly motivated to access digital platforms using our smartphones, it is vital to get to know your customers, their preferences, needs, and impulses. Munvo’s SMS Gateway not only expands and enhances the mobile marketing channel for more direct and engaging interactions, it empowers its users to make relevant changes, or updates, almost immediately. By taking the necessary steps to decipher and learn about today’s consumers, you will naturally heighten their experience and refine your overarching mobile marketing practice. That is how Munvo’s SMS Gateway leverages personalized messaging to strengthen brand reliability, and in turn, build long-term customer loyalty.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Advanced Real-Time Personalization

Advanced Real-Time Personalization

Presented by: Craig Nathan and Jason Kim

Interactions and Insights. Impressions and Engagement.

At Munvo, we recognize the importance of real-time personalization to accelerate and ensure the success of your next marketing campaign. Companies around the world are increasingly turning to Campaign Management Systems (CMS) to amplify customer engagement across all channels. It has never been more crucial to retrieve and examine customer insights, which is why our team at Munvo focuses on the development of omnichannel marketing practices to further benefit your business.

In collaboration with Craig Nathan and Jason Kim from Tangerine, we discuss innovative approaches to personalizing customer interactions through different technolgies, key learnings, and best practices. From collaborative brainstorming, technological testing and experimentation, to enhanced targeting and analytic assessments, this webinar highlights how you can keep up with the ever-changing landscape of advanced personalization.

Presented by:

Craig Nathan

Craig Nathan

Product Owner

Craig is currently the Product Owner of Tangerine’s Insights channel, where he is responsible for delivering real-time communications to Clients. After nearly 20 years in IT, Craig transitioned to the Marketing team to help align their IBM Campaign and Interact solution with the vision of providing engaging communications to Clients.

Jason Kim

Jason Kim

Marketing Customer Relationship Manager

Jason has been a key member of Tangerine’s Marketing Customer Relationship Management team for almost 10 years. Jason’s deep technical knowledge, coupled with strong business acumen, has made him an asset on most Marketing initiatives at Tangerine. On a daily basis, Jason tackles complex Marketing and technology problems that usually involve data analytics, systems integration, and marketing communications.

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How to Align Email Campaigns, CRM Records, IP Targeting and Display Campaigns

How to Align Email Campaigns, CRM Records, IP Targeting and Display Campaigns

Let me begin with a question for all you readers who work with email campaigns. What do you do with 80% of the people that don’t open your emails? Do you send a new wave of emails a few days later? Have you given a chance to align your email campaigns with Customer Relationship Management (CRM) Data and your Display Platform, such as a Demand-Side Platform (DSP)?

Yes, I know, that was more than one question. But still, these questions will help give you a better understanding of the topic I am about to discuss.

Email open rates of 10 to 20% are standard for most industries. This range of open rates usually leads to a 3 to 5% click-through rate. At this point, marketers tend to think about what they could have done to improve their numbers:

  • A stronger call to action;
  • A more efficient subject line;
  • Better timing to reach their audience;
  • More granular extraction of emails from their database or CRM.

Some marketers will expand into additional targeting options like mobile IDs on Facebook, or email matched segments on Google Adwords, Twitter, and Facebook. However, given that match rates are usually anywhere between 5 to 20%, these methods are far from being perfect to reach the full potential of their target audience.

I am not saying to stop building segments based on mobile IDs and emails (please, do continue!), but I would consider adding some additional layers to reach out to your audience. One approach that comes to mind is aligning your CRM with an email campaign platform of your choice. By integrating these platforms correctly, you can capture both email campaigns and IP address data during your next email campaign.

Allow me to demonstrate a very simple example of an alignment between Salesforce – a leading CRM – and an email campaign platform, Campaign Monitor.

Salesforce CRM and Campaign Monitor

Ideally, every time you send out a campaign, you want to synchronize your CRM and Email in such a way that you are logging campaigns, email interactions, and list data into your CRM.

Salesforce CRM IP Tracking Example

In this scenario, they are collecting the IP address data of the recipient as the email message is being read.

Salesforce IP Tracking Using Email Campaigns Example

With this method, you can identify the user and retarget them based on IP addresses via a DSP. With this method, you can create a custom-tailored message to these individuals and launch a campaign when they receive another email which they do not open. This process creates an attractive opportunity for promotional campaigns when you reach out to high-value customers with customized messages.

Brand Messaging Using Email Campaigns and Display Ads

Our next example involves a company that is selling a product which has a particular update on a scheduled release. With this information, companies can anticipate the right time to advertise and reach out with both emails and display ads.

The fact that this data syncs with Salesforce – or potentially any other CRM – opens an excellent opportunity for dynamic ads that can be customized based on fields being passed on from the CRM. This variable placeholder on the add can include product or service names, special discount offers, customer names, or any other piece of valuable information. All this to make the creative as relevant and personalized as possible.

An extra word of advice, not all DSPs allow for IP address targeting. But if my memory serves me right, AppNexus and TheTradeDesk do provide this functionality. At the same time, IP data opens additional opportunities to discover geo-location data. If you have incomplete address data in one of your records, this could provide you clues for locating your customer.

My Last Thoughts

If you are running at scale email marketing campaigns using solutions like IBM Campaign (Unica), Adobe Campaign, or SAS, consider capturing IP address data. By doing so, it provides an opportunity to capitalize on future campaigns by launching parallel campaigns via display platforms.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.

Retargeting Emails and CRMs with First-Party Audience Data

Retargeting Emails and CRMs with First-Party Audience Data

To all the readers that have managed email campaigns during their careers; what is the value associated with re-engaging your inactive recipients? Is the opportunity cost enough to make you consider a new retargeting strategy? Many companies rely on outbound marketing techniques, such as email campaigns, as one of their primary marketing channels.

MailChimp, one of the largest email campaign platforms, recently released statistics on their open and click rates across 46 industries. The open rates across all those industries ranged from 14.76% to 28.49%, where click rates fell between 1.34% and 5.24%. It’s clear why some direct marketers will continually think back and wonder, “what else could I have done?”

So what does that mean regarding retargeting strategies?

It just means a large percentage of customers are not engaging with most of these email campaigns. Marketers need to consider those clients who continuously miss these opportunities because they may be refusing to participate with all email campaign – rendering the channel ineffective.

As marketers, the main question we want to ask is: how can companies efficiently retarget and engage these customers?

How To Retarget Emails And Segment Audiences

Companies who participate in direct email campaigns work with EMM or CRM solutions to manage the campaigns, extract leads, and store 1st party data. However, to accurately segment all this information, data needs to pass through a Data Management Platform (DMP). First, analysts need to extract recipient information related to the targeted audience from their EMM or CRM. In the case of email retargeting, the analyst would want to look at the no-open and the no-click recipients. Once extracted, a DMP can align that information with 1 st party audience data like login information, cookie data, IP and Mac addresses, device IDs, custom tagging – just to name a few. After the DMP has aggregated the data types (1st and 3rd party data) into appropriate segments,  DSPs will start real-time bidding for ads with different publishers that match those segment criteria.

Another means to acquire this information is to leverage 3rd party providers like LiveRamp to access additional audience data. These vendors will match the recipient emails with their 1st and 3rd party audience data. Once that data is matched, they will segment those matches and forward them directly to your Demand Side Platform (DSP). Working with 3rd party providers is a good option, but companies need to consider costs and the expected ROI.

The goal is to engage audiences across display, video, mobile, and social channels in real-time. Most importantly, these channels will now incorporate the original email message but in a more personalized manner. Similar tactics also apply for CRM retargeting strategies. Marketers may also want to reach out to their customers to upsell, advertise promotions, cross-sell, and renew products and services.

Retargeting Strategies

Once new channels are determined, companies will target those audience segments using numerous approaches. In regards to email retargeting, direct marketers should focus primarily on contextual targeting methods – as we’ve already discussed. With contextual targeting, marketers focus on using 1st and 3rd party data to create and distribute personalized ads. DSPs then select and push these advertisements out, using the user identity and the content displayed.

By leveraging Dynamic Creatives, contextual targeting will inject the customer, product or service data into different visual advertisements to help show and personalize the message. These types ads are more effective in stimulating customers because of the correlation between the content and the user’s behaviors and interests.

Additionally, companies can also push promotional advertisements to revitalize consumer interest. When using contextual targeting techniques, companies can rebrand the original email message by including personalized special offers that will entice customers to re-assess their interest.

Additional Retargeting Steps

If you go through the process and find the results still underwhelming, there are still other tools to consider. Telemarketing and direct emailing are good last results to find once all else fails. Now knowing the consumer’s behaviors, you can take this opportunity to communicate directly with them. See why they aren’t interested and get some feedback. This step is important when determining the accuracy of your campaign as well as your overall message. It will also give you a better idea of the value associated to re-engaging with future inactive email recipients.

About Munvo

Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.