Aprimo has added integrated text messaging functionality to its Aprimo Marketing Studio On Demand application via a new mobile module.
The new features allow users to launch SMS campaigns using segmentation, dialog and management functions similar to those found in applications designed to manage marketing campaigns for other channels, such as email.
Perhaps more importantly, though, the new SMS functionality integrates with email marketing so the user can coordinate the overall campaign, Stephanie Miller, vice president of digital messaging at Aprimo, told CRM Buyer.
An Integrated Approach
“First of all, this is a publishing tool for marketers that want both event-based text marketing as well as opt-in marketing for text,” she said. “But where the power comes in is that it allows you not only to just publish an SMS text, but also integrate with an email marketing campaign, switching back and forth depending on the customer’s response.”
A company welcoming a customer to a loyalty program might start out with the customary welcome email, Miller explained. If the customer should open the email — thus demonstrating receptivity to the email channel — the marketer would likely continue.
“The next email might be one offering a discount on the first purchase, for instance,” she said.
However, if the customer were to ignore the email, the marketer might respond with an invitation to follow the company with text alerts, suggested Miller, or ask whether text contact would be preferred.
The customer’s preference — text or email — would trigger different conversations and pitches. Text, to state the obvious, would require shorter messages and, depending on the user’s data plan, perhaps less frequent communication.
The Aprimo module also lets marketers switch back and forth between channels, keeping track of the same conversation. That way, a customer who might respond via both email and text could still be tracked with the same customer profile.
“This is all about accommodating a customer’s choice,” said Miller.
Advertiser’s Choice Too
It also meets a need for marketers, few of whom will opt for text-only campaigns for customers, Miller pointed out.
“Our customers wanted the integration in one interface. Increasingly, marketers tell us — especially in Europe where texting is much more common — that they don’t see value in doing SMS campaigns all by themselves. It is better and more effective to be integrated with another channel.”
Features in the new mobile marketing module include the ability to run both stand-alone and integrated multichannel digital campaigns; the ability to launch both inbound and outbound SMS campaigns; segmentation and dialogs based on SMS content history and/or behavior; keyword and short code management functionality; customizable templates; and a “quick send” button when a message needs to be speedily delivered.