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The competitive landscape for Email Service Providers (ESPs) has undergone significant change. Sure – marketers more than ever understand the need to invest with an ESP, as tools to boost email communication, targeting and tracking have become essential. However, with 90%+ of the U.S. owning cell phones and 90%+ of cell phone owners keeping their mobile within arms' reach 24/7, the digital world has shifted off of people's desktops and into their pockets. Moreover, email's non-optimal open and time-to-open rates make it ineffective for two-way and time sensitive communication – both hallmark qualities of mobile communication. That's what makes integrating SMS mobile messaging so powerful for ESPs. SMS complements email elegantly, providing a direct, interactive and immediate pipeline to consumers. Plus, SMS and email strategy are similar, given the importance of developing a subscriber list mapped to various segmentation data. During this webinar, we analyzed SMS integration for ESPs, putting specific focus on the keys to be successful.
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Waterfall Industry* Insights
Kane Russell, VP of MarketingWaterfall Mobile
* SMS For Email Service Providers
The Waterfall Platform
Waterfall Mobile Corporate๏ Founded August 2005
๏ O!ices in SFO (HQ), NYC & Austin
๏ Backed by Vista Equity Partners
๏ Cross-channel mobile & social CRM via SMS, MMS, QR Codes, IVR, Facebook & Twitter
๏ New updates available @ waterfallmobile.com
๏ Mobile personalized engagement
๏ Custom application development
๏ Short code provisioning, certification & audit management
The Waterfall Platform
Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways
SMS & Email Integration
Source: Strongmail, 2012
Yes43%No
57%
Businesses that have integrated SMS and email
Digital Marketing Growth in the U.S.
2011 2012 2013 2014 2015 2016
$8,237
$7,057
$5,697
$4,238
$2,777
$1,652$4,995
$4,217$3,453
$2,760$2,119
$1,590
$2,468$2,262$2,066$1,875$1,694$1,510
Email marketingSocial media marketingMobile marketing
$3,242
$4,896
$6,998
$9,150
$11,274
$13,232 32%
10%
26%
38%
CAGR
Source: Forrester, 2011
U.S. Mobile, Social & Email Market Value ($s in millions)
Digital Channel Reach
Source: Mashable, 2012
98%
SMS Opened
FB News Feed Viewed
16%
Tweets Viewed
29%12%
Emails Opened
Digital Channel Immediacy
Source: Mashable, Mass Mailer, 2012
98%
SMS messagesopened within
3 minutes
50%
Emails opened within
6 hours
Digital Channel Visibility
Source: Mashable, Hubspot, 2012
Avg # of times people check
their phone daily
FB users who log in minimum
once per day
58% 43%
People who check email more than 4 times daily
150
Approach To Email & Mobile Integration
Source: Strongmail, 2012
Use mobile optimized web pages
Capture mobile number during email sign up
Use mobile optimized templates
Cross-channel email and SMS 21%
22%
25%
32%
From Multichannel To Cross-Channel
Cross-channel marketing CRM places consumers at the center of the conversation, targeting messaging based on channel preference and permission.
Multichannel marketing CRM is the use of di!erent and disparate channels to simultaneously push the same message to the consumer.
Channels
Brand
Channel Channel
Channel Brand}}CONSUMER
CONSUMER
Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways
The Choice
ESP creates an SMS enhancement to an email platform platform usingin-house resources.
ESP purchases SMS capabilities from a vendor and integrates into an email platform via API.
Buy
Build
Total Cost Of Ownership (TCO)
Software
Compliance
Support
Innovation
Analytics
Speed to market
Sales expertise
All of the following are crucial for an e!ective integrated email/SMS solution:
Risks Of Ignoring TCO
TCO Factor Ignorance Risk
Software Non-competitive short-term solution.
Compliance Legal fines and fees.
Support Unprofitable SMS and email integration.
Innovation Non-competitive long-term solution.
Analytics Unable to compute ROI.
Speed to market Customers switch vendors.
Sales expertise Insignificant revenue increase from integration.
Proper TCO Approach To Maximize ROI
TCO Factor Approach
Software Think business model / core competence first.
Compliance Acknowledge as a full-time job.
Support Develop portfolio of mobile-specific resources.
Innovation Take a long-term view.
Analytics Share insights from email and SMS.
Speed to market Minimal hassle scalability is crucial.
Sales expertise Be prepared to talk the talk.
Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways
Short Codes
1. ESP should select and provisions its own dedicated short code.
2. During the 8-10 week provisioning process, ESP uses a vendor or aggregator shared short code for testing.
3. Once live, ESP packages and sells campaigns on the ESP’s dedicated short code to its clients.
4. ESP develops necessary infrastructure to o!er and manage a dedicated short code for high volume clients.
Keyword Lookups
An example keyword lookup interface. As the user adds a letter to the keyword, the system automatically updates to inform the availability.
Mobile Subscriptions Toggle
Single opt-in where end users subscribe simply by texting the keyword ATTSHOUT to the short code 44144.
Double opt-in where subscription does not occur until after the end user has taken an additional action, in this case replying “Y” to an SMS prompt.
Basic Text And Dynamic Content
Static Content (e.g. Basic Text Response)Process: content creator sets content; user requests content; content sent to user.
Dynamic Content (e.g. Dealer Locator)Process: content creator sets content; content connects to external data source; user requests content; application requests information from external data source; content delivered to user.
List Management
1
2
34
1 Keyword filtering
2 Metadata selection
3 Targeted blasts
4 Subscriber numbers
Analytics
1
23
4
5
1 MTs
2 Delivery
3 MOs
4 Clickthrough
5 Export
Tactics
List Management
Sync subscriber lists with appropriate batch cycle
Product Development
O!er solutions not o!icially released within the user interface
Customer Acquisition
Start by providing current customers with an upsell into their account
Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case studies
5. Takeaways
Heineken: Online Opt-in
Takeaways
Do• Integrate SMS/Email Sign
Up• Include metadata
collection fields• Respond immediately
Don’t• Disregard the importance
of sign up incentives
PETA: Text “Y” Action Alerts
PETA: Text “Y” Action Alerts
Takeaways
Do• Channel optimization• Metadata integration
Don’t• Forget to communicate
results or outcome
Example: Results Communication
Text
Constant Contact: Crawl-Walk-Run
Takeaways ...Do• Drive participation
with non-monetary and monetary incentives
Don’t• Fail to promote
across channels
Constant Contact: Crawl-Walk-Run
Takeaways ...
Do• Integrate features over
time
Don’t• Risk losing momentum
Bronto: User Interface
Bronto: User Interface
Takeaways ...
Do• Focus on the intuitiveness
of the user interface
Don’t• Fail to provide mobile-
specific content and resources for your customers
Art Of The Call To Action
Comprehensive gallery of mobile calls to action with commentary in order to understand best practices and ROI.
http://artofthecta.com/
Agenda For Today’s Webinar
1. The mobile mindset
2. Select the best implementation
3. Create the ideal product features
4. Case Studies
5. Takeaways
Four Steps To Effective Email + SMS
1. Implement
2. Integrate
3. Interact
4. Iterate
For more information visit www.waterfallmobile.com
Further industry insight available on our blog @ blog.msgme.com
More resources @ http://bit.ly/mobileindustryguides
Discussion
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