Today’s consumers are less loyal to brands than they used to be. Find out how SMS marketing can improve customer engagement and increase retention.
准备好一睹Bird 的风采了吗？
品牌忠诚度已今非昔比。但这并不是因为顾客不想与企业建立关系。
他们想要的是更好的客户体验。而对于今天的大多数消费者来说，更好的客户体验始于他们的移动设备。
Among U.S. consumers, smartphones have become the most popular device for shopping online. More than 百分之九十 of Americans aged 18 to 49 now make purchases on their smartphones. But mobile devices are favored across the customer experience: 百分之六十 of global shoppers say they prefer to use their phones when engaging with brand loyalty programs.
Brands can’t afford to take customer loyalty for granted. If they do, they run the risk of losing customers, which isn’t hard to do; more than a quarter of all consumers have 戒购 from a specific business within the past year. But with a more engaging brand experience on mobile, your business can turn back the tide of declining brand loyalty and give your customer retention rates a much-needed boost.
Through personalized engagement and alignment with your brand’s loyalty program, SMS messaging can foster 加深客户关系 that increase revenue, reduce churn, and convert casual shoppers into loud advocates for your brand.
品牌忠诚度并未消亡。它只需要我们去争取。
本指南将通过六个步骤告诉您如何操作。
1.建立短信忠诚度计划列表
如果您制定了SMS marketing 战略，持续不断地为订阅者提供价值，那么您的大多数忠实客户都会热衷于将对话进行下去。
But first, you’ve got to get those customers opted-in to receiving messages.
A.收集现有客户的选择加入
Since you’re building an SMS list among existing customers, you have options regarding how you collect explicit consent for your messaging campaigns.
Email and social media can be used to promote your new SMS-based loyalty program—and incentives such as a discount code or other gift can sweeten the deal. Likewise, your website can 推动选择加入 through a simple pop-up widget where consumers can add their phone numbers. (Make sure all of your promotional content is mobile-friendly since you’re trying to impress customers by offering a better mobile experience.)
Your business can also take advantage of soft opt-in strategies to add current customers to your SMS list. While soft opt-in rules are more nuanced than single and double opt-ins, this tactic can be used to opt-in customers who have given your business their phone number—such as through a lead gen form or an 电子商务结账流程.
您需要更新这些表格和网页上的法律信息，以确保您披露了发送短信的能力，但这是值得的，因为这是加速名单增长的绝佳方法。
B.记住，留住客户比争取客户更省钱
客户忠诚度战略是使用公司营销预算的最具成本效益的方法之一，尤其是与获取新客户的成本相比。
New customer acquisition is 六七次 more expensive than existing customer retention. ǞǞǞ probability of a prospective customer purchasing your product or service is significantly lower than that of a repeat customer: only five to 20 percent of prospects, on average, will actually buy, compared to 60% 至 70 of existing customers.
通过使用SMS marketing 来提高客户忠诚度，您可以实现更高的客户保留率，从而稳定您的创收，帮助您的企业负担得起旨在扩大客户群的营销策略。
2.提高会员忠诚度的价值
忠诚度计划的基本目标是提高品牌客户的平均终身价值（LTV）。留住顾客是这个等式的重要组成部分，但终身消费以及对许多企业来说平均订单价值也是忠诚度会员制的重点。
You want to keep your customers and encourage them to spend more money with your brand. Monetary rewards, such as escalating discounts and rewards points that can be spent like cash, have long been cornerstones of these loyalty programs.
However, today’s consumers are increasingly attracted to loyalty membership 非货币福利, such as increased personalization and an improved customer experience. To deliver meaningful value, your business must align your loyalty strategies with the customer audience you’re trying to retain.
A.找出快乐顾客与忠诚顾客之间的差距
在设计基于短信的忠诚度战略时，应找出并解决阻碍满意客户提高忠诚度并进而成为品牌拥护者的障碍。评估流程的第一部分应确定当前忠诚客户对品牌的喜爱之处。在此基础上，您可以对 "忠诚度较低 "的客户进行评估，以了解您的企业如何为他们提供更好的服务。
例如，你可能会发现，忠诚度会员制的金钱利益成功地加强了整个客户群中一小部分人的忠诚度。而其他客户则可能在寻求其他方面的价值，如更频繁的沟通和品牌互动、个性化推荐和信息，或更好的移动体验。
在这一阶段，有一些问题值得一问：
非忠诚客户中常见的人口和/或行为趋势是什么？
我们目前提供哪些忠诚会员权益？我们忽略了哪些策略？
我们可以提供哪些忠诚度福利，以最低的成本为企业带来最高的价值？
B.创建短信服务，消除忠诚度差距
一旦您确定了提高客户参与度的可能忠诚度策略，您就可以开发 SMScampaigns ，对这些新方法进行测试。
无论您是针对整个忠诚客户名单还是更大受众群中的细分客户发送信息，您都可以尝试不同的价值主张和信息传递策略，并密切监控营销活动的效果，以确定哪些策略能提高客户的参与度。
3.优化入职体验
SMS marketing 有一个很小的机会窗口来展示其信息的价值。入职或欢迎互动是品牌教育用户如何最大限度地利用其忠诚度会员利益的绝佳机会。
Timely, strategic communications are key. Well-designed messaging, combined with 基于触发器的自动化, can solidify SMS subscriptions and create more value for your customers, and therefore, your business.
A.开发引人注目的短信欢迎系列
第一印象很重要。当新客户选择接收信息时，他们应该进入一个预先设计好的个性化入职流程，欢迎他们的到来，并展示成为订阅者的价值。
介绍性折扣代码或其他优惠很常见。您还可以解释他们可以在哪里在线查看忠诚度状态和奖励，并鼓励他们在社交媒体上关注您的品牌。
Early on, your welcome series should include some sort of a heads up of what they can expect from future text messages: flash sale alerts, personalized offers, early notice of new products, and any other information you’re planning to deliver via SMS. Bird’s Journeys gives customer-focused marketers a way to automate hundreds of messaging series and trigger SMS delivery on an individual schedule for each new sign-up.
B.利用短信提醒加强忠诚会员的价值
无论是新用户还是现有用户，都很容易忘记根据他们过去的购买行为可获得的优惠和礼遇。当用户尚未兑换积分、优惠券或其他限时优惠时，可利用自动信息向他们发送提醒。这对他们有帮助，对您的业务也有好处。
这种基于触发器的 SMS 方法很容易通过Bird 等工具进行设置，它通过个性化通信和强化忠诚度会员的好处来提升客户体验。
4.让成员长期了解情况并参与其中
简化入职流程将为您的忠诚度计划取得长期成功奠定基础。但是，您的 SMS 策略必须随着时间的推移不断向用户证明其价值。
如果没有持续的价值创造和参与，您的客户关系就有可能停滞不前，导致品牌忠诚度下降，客户流失也在所难免。同样，基于触发的信息传递可以促进及时的客户接触点，提醒用户忠诚度会员的价值。
A.提供实时奖励洞察
Trigger-based SMS messages can remind customers of items left in their cart, refer them back to products they recently viewed, and remind them of an online sale that’s about to expire. Bird Connectors can integrate ecommerce tools like Shopify right into your SMS platform to use customer data in your messaging strategy.
有关奖励状态的实时更新可让您的客户随时了解情况；他们只需查看自己的信息历史记录，就能知道自己在您的品牌中处于什么位置。
B.提升购后体验
A strong post-purchase experience sets the stage for repeat conversions. Automated post-purchase messages can demonstrate your brand’s commitment to a strong customer experience.
购买后签到、送货状态更新、追加销售机会和产品评论请求都有助于提高客户满意度。通过这些接触点收集到的反馈也可用于加强忠诚度计划和品牌体验。
5.通过具有时效性的短信促销促进购买
基于短信的忠诚度服务应利用季节性购物活动和有时限的优惠作为契机，与订户建立持续的接触点。这些定期的签到和促销信息往往能赢回那些忠诚度在最近几个月有所下降的顾客。
以下两种短信策略将为您赢得时间：
A.创建季节性短信campaigns
Plan for spring break, holiday sales, Black Friday, Small Business Saturday, and other relevant seasonal events in your SMS marketing strategy.
Bird offers templates to quickly design effective SMS and MMS messages. You can even organize and manage these seasonal efforts 与其他信息传递策略一起 to make sure you’re not spamming your customers. Along with big ecommerce events on the annual calendar, consider seasonal events and opportunities that might be specific to your business.
B.向短信用户发送有时限的优惠信息
Flash sales, VIP offers, limited product releases, and special members-only events all can build loyalty through exclusivity. Customers feel valued (and loyal) when they feel like they’re part of something special.
尽管任何人都可以加入您的忠诚度计划，但这些有时间限制的优惠和体验会奖励您的客户通过短信保持联系。
6.通过非货币价值重新吸引流失客户
如果您企业的客户忠诚度正在下降，SMS 是一条重新建立联系的途径，可以提醒客户他们曾经对您企业的喜爱。
虽然上述基于短信的忠诚度策略对大多数企业有效，但如果对你的企业无效，可以考虑采取不同的方法，将创收工作放在一边，转而强调品牌叙事和个人联系。
考虑一下这种方法：
通过教育内容和品牌故事促进情感联系
Instead of flash sales and VIP offers, engage your lapsed customer base through messaging that highlights your brand mission and brand values, as well as stories of your brand making a positive difference in the world.
在您的移动优化网站上将客户重新导向长篇故事，可以为您的品牌提供更多空间和时间来影响目标受众。测试其他信息策略，找出适合您受众的内容：购物指南、产品教程以及解决客户常见痛点的教育内容。顶尖的 SMS 营销人员会精心制作能促使客户采取行动或建立品牌亲和力的信息。想方设法拉回流失的客户。
通过优先考虑与客户的非促销互动，您可以专注于建立和加强关系--因为健康的客户关系很可能带来销售。
打造客户渴望的品牌体验
要提高客户忠诚度，首先要采用更好的方法与客户互动。SMS marketing 并非向客户发送促销短信的单向渠道：相反，它可以实现双向互动和响应式信息传递，从而大规模加深客户联系。
Your customers have been clear about what they want: mobile-first experiences, personalized interactions, and consistent engagement from the brands they love. Bird SMS Marketing 解决方案 can offer all of that and more.
短信只是Bird 支持您的忠诚度战略的一种方式。我们的一体化平台为您的业务提供了强大的工具，可用于创建高质量的短信、定义和定位客户受众、启动多渠道campaigns 以及设置无数自动化功能，从而轻松管理您的细分市场。
此外，我们还提供全球运营商连接网络以及内置的安全和合规控制。Bird 处理SMS marketing 的技术问题，因此您的企业可以专注于打造卓越的客户体验。