We all underestimate SMS. At Xeno, we did. We think it’s spam. We think it doesn’t work. That’s because we just bulk message our customers and don’t measure the SMS campaigns results at all.
So how did Xeno crack SMS?
The honest truth is we started off like everyone else. Bulk messaging customers & not measuring results. Our businesses campaigns would get an industry standard conversion rate (0.1 to 0.5%). Sounds average & boring. But it all changed in a day.
The day we started measuring our results. It’s rightly said, “If you can’t measure it, you can’t improve it”.
Our company runs on generating better results, so like everything else we made it our mission to get 10x better SMS marketing results. A 3% conversion & a 200x ROI. Sounds crazy, I know. But we knew if we were going to do it, there’s only 1 way.
Continuously measure & improve.
So we kept running campaigns, kept measuring results. Kept experimenting with different send times, different content, different customer segments etc. & with constant improvements, and voila 3 months later our campaigns deliver conversions between 2 to 25% with an avg. campaign ROI north of 100x. Below are some of our campaigns results:
No rocket science, just understanding customer patterns & reaching right message at right time.
The results – 4 to 50x better conversions compared to the industry standard.
We improved results, but HOW? Each time my mom received an SMS (right channel) from Kala Niketan, on a Wednesday (right day of the week), at 10AM (right time) about a discount offer on Punjabi jutti (right product) on a minimum purchase of 1000 (right ticket size) she reacted and made a purchase, because all attributes were customized according to her preference and she was delighted. Now I understood the relevance, and when this SMS campaign was sent to 1 lac customers, the return rate was more than 8% and average spend was 2000rs+, way more than the industry standard.
At Xeno, we are delivering these results for 100’s of brands including Dunkin Donuts, Taco Bell, Nandos, Biryani Blues, Photo Express, Tarun Tahiliani & Kala Niketan.
You can experience the Xeno magic for your brand by unlocking a free campaign at this link.
Originally posted at LinkedIn.