Reducing Customer Opt-out

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Bulk SMS in Kenya

How to Reduce Customer Opt-Out in SMS Marketing

The journey that a customer takes with your business is often called the “customer’s journey,” which is an intricate process for the success of every business or organization. Every step of the way, from the first interaction to post-purchase communications, plays a critical role in determining customer engagement, satisfaction, and retention. Ensuring this journey is positive and meets customers’ expectations in SMS marketing is crucial. After all, a satisfied customer base can drastically reduce churn rates and increase customer loyalty.

It is usual for a few recipients to opt out once an SMS marketing campaign is published. However, imagine if a simple modification could reduce many opt-outs, thereby retaining more contacts and bolstering your number of loyal customers. Here, we’ll delve into two opt-out functions for our online SMS platform service and examine their implications for the customer journey.

Mobile Network Opt-out

Accessible to every account using our online SMS software, this feature is appended automatically at the end of each text message using an alphanumeric sender ID or a shortcode. It’s predominantly utilized in regions like Kenya, where a subscriber is on the Safaricom network. A typical suffix might look like this: “STOP*456*9*5#”.

  • Illustrative Message: “Get a 25% discount on all items this Black Friday! Display this text to the cashier in-store. STOP*456*9*5#”

Dialing *456*9*5# and entering the sender ID results in the recipient being added to a global opt-out list. Consequently, any future campaigns with similar sender IDs won’t reach them.

This method can impact customer retention rates if customers feel bombarded by numerous messages. Ensuring that your messages meet the customer’s needs can help manage customers’ expectations and reduce an opt-out, ensuring greater customer satisfaction.

Customer Initiated Opt-out

Here, senders embed an opt-out link in the Message. When clicked, the link redirects to a landing page where recipients can confirm their opt-out or send feedback.

  • Sample Message: “Avail 15% off on smartwatches online for the next 3 hours! Shop at tap.this.link. Unsub.scribe”

Clicking the “Unsub.Scribe.Here,” the URL will redirect users to a page where you can garner feedback about why they opt out. This feedback mechanism is invaluable, as understanding the reasons behind opt-outs can guide you in refining your campaigns. Live chat options on such landing pages can further enhance customer engagement, providing real-time insights and an avenue to address immediate concerns.

Remember, if you’re keen on using Uwazii MOBILE URL opt-outs, using a shortcode like 55555 instead of a sender ID is essential.

Strategies for Retaining Customers and Reducing Opt-outs

It’s not enough to simply understand the opt-out methods; you should be able to foster a strong bond with your customer base.

  1. Loyalty Programs: Loyalty programs can effectively boost customer engagement and retention. Customers are more likely to stay engaged if they feel rewarded for their loyalty.
  2. Identifying At-Risk Customers: Using analytics, recognize customers who might be on the verge of opting out. Tailored engagement efforts can bring them back into the fold.
  3. Limit SMS Frequency: Reducing the number of weekly SMS messages can decrease annoyance, making customers less inclined to opt-out.
  4. Quality over Quantity: Ensure your content is timely, relevant, and valuable. Meet your customers’ expectations by understanding what they want and delivering accordingly.
  5. Feedback Channels: Establish channels through social media or direct communication platforms to collect customer feedback regularly. Addressing concerns can significantly lower the opt-out rate.
  6. Social Media Engagement: Foster a strong presence on social media platforms. You can engage with your audience, respond to questions, and maintain a dialogue. This can indirectly influence their perceptions of your SMS campaigns.

The path to reducing opt-outs and improving customer retention is multi-faceted. Addressing each facet—tweaking the opt-out process, enhancing customer engagement methods, or leveraging feedback—will create a robust strategy to ensure your existing customers remain loyal and engaged for the long term.