Watch the SMS/MMS Distribution - Best Practices Video
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Overview
This article gives a broad overview of how to best use SMS and MMS styled distribution services to promote your video campaigns. The areas covered are:
- Terminology
- Customer Journey
- Best Practices
Terminology
Both SMS and the more advanced, MMS, are both methods used to send messages via mobile phone devices, or from computers that are able to send messages to mobile phones. Briefly speaking they offer the following abilities:
- SMS (short Message Service) - Supports text only messages
- MMS (Multimedia Message Service) Supports multimedia content (for example, images, video and audio files)
Idomoo encourages multichannel distribution of your video campaigns, sending them via all available sources. You should consider using as many options as shown in the figure below, and this of course includes SMS and MMS, or via Push Notification, as detailed in this article.
A Coherent & Targeted User Journey
When thinking about steering a user journey that is specifically utilizing SMS/MMS, the following three steps need to take place:
- First, you send out a message which contains a clickable Hyperlink that directs the recipient to their personalized video. Generally speaking, the message should contain a welcome text, an image outlining what the promotion is about, a short explanation of what the promotion is trying to achieve, and finally a link to the actual video.
- Second, the link is tapped by the viewer and their browser opens the Landing Page, where the personalized video appears, along with any relevant CTA’s (Call to Action buttons).
- Third, at the end of the video, the viewer clicks on a CTA and is directed to the relevant information screen.
URL Length
Idomoo security protocols mean a shortened URL cannot be supplied during the creation of a personalized video. However, third party URL shorteners can and should be used to trim the overall length of a URL before attempting to include it in your SMS/MMS.
It is recommended this be done before attempting to send a URL by SMS/MMS as some message services restrict the number of characters that can be sent with each message.
Best Practices
The following best practices are given as a generalized guide to be considered before you begin planning an SMS/MMS distribution campaign.
SMS/MMS Guidelines
When sending out a personalized video, the message that promotes the video should also be personalized.
In order to accomplish this, use the following guidelines for laying out a well targeted, personalized message:
- Use Personalization by mentioning their name - This helps to draw the viewer into a personalized experience.
- Create an Immediate Interest - Draw the viewer's attention to the fact that this will show them a video and that it is personalized to them
- Use Emojis as visual shorthand - SMS/MMS are all about Emojis, so embrace this form of communication to promote what you need to say with greater expediency. Use of Emojis, such as a Video Emoji symbol
adds a compelling overtone to your messages. - Note: The message does not need to explain everything; the point is to generate enough interest in order for the viewer to want to learn more by clicking on the URL and viewing the video.
Content of Your Message
When sending a message, the content should always include a familiar sender's name in order for the message not to be mistaken for spam, or other nefarious messages. You want interaction from your viewer, not suspicion.
Inside the message itself, it is often a good idea to include the length of the video, particularly if the video is very short. This type of prompt in the text can raise your level of engagement.
Finally, keep the message as short and succinct as possible. Your goal is not to explain everything in the message (this work should ideally be undertaken by the video and CTA’s), but to build enough interest in order for the viewer to click on the URL and view the video.
Below are some sample texts considered ideal for these purposes.
Reminders
If it is not possible to send a URL link via the SMS service used by your target viewer, due to restrictions imposed by the mobile phone provider, then you should send the link by email. You can then use an SMS message as a prompt for the viewer to check their In-Box.
Reminders can also be used to nudge any viewers who have not yet opened their personalized video.
Reminders should be tested at different time intervals, approximately three to seven days after the original send, in order to maximize engagement with your target audience. If you are attempting to engage with viewers who have not opened or clicked on the original message, a different text is recommended to increase the chances of engagement.
If you are using SMS/MMS to remind the viewer to check their In-Box, because you cannot send the link directly via this format, be specific about where they need to look for the email, and mention what words are contained in the subject line. This can help the process of finding your URL, and raise the chances of greater engagement.
Images
When using the MMS system, images can also be included in your message. If you decide to include an image, the following limitations should be considered:
- Only Generic Images can be sent - Personalisation is not possible
- All recipients receive the same images (unlike email), so avoid personalization in an MMS interaction
- Images in an MMS are not clickable, so a hyperlink must be included in the text
