What are the different types of broadcast campaign and which works the best for your business?5/19/2021 Delivering your brand message to the target audience is crucial.
You must strike the right chord among your customers and catch their attention. Though there are several ways you can connect with your customers, one-to-one communication like a quick chat over the phone or a personalised text message adds the most value. However, there are instances when one-to-one messaging or calls may not work. You will need to target a bulk audience and send messages. This is called a campaign. A broadcast campaign is one where the same message is sent to a large number of recipients. However, campaign management tools may offer options to include the name of the recipients and personalise content based on industry requirements. How are broadcast campaigns triggered? The simplest way to explain a broadcast campaign is in these steps.
What are the different types of broadcast campaigns? Broadcast campaigns can be categorised into SMS, voice, and email campaigns. Let us look into each one of them in detail. 1. SMS broadcast campaigns SMS broadcast campaigns allow you to draft a message and send it to bulk receivers. SMS campaigns can be used to broadcast information about your business. For example, a promotional offer, a discount sale, or any particular information about seasonal sales. These campaigns are not just limited to commercial businesses, they are also used by political parties to convey their election manifesto. So, what are the advantages of an SMS campaign?
A voice broadcast campaign is one where you can send a pre-recorded message to your targeted customers. You can import contacts from your Customer Relationship Management Tool (CRM) and blast the recorded message. This message is delivered to the recipient once the receiver attends the call. It may not be possible for you to call every number in your database and speak to the recipient. However, with the voice broadcast campaign, you can communicate to thousands of your customers in a fraction of a second. As this type of campaigning includes bulk messaging, it may otherwise involve a lot of manpower and consume time to call so many numbers. However, voice broadcast rules out this need. Voice broadcasts can be scheduled based on your time and convenience. Furthermore, they can be coupled with the CRM to import email IDs and contact information to reach out to the customers. Voice broadcasting offers important insights about how many customers attended the call, how many listened to the entire message, and how many abruptly disconnected. This helps you gauge the campaign performance. Voice broadcast campaigns can be paired with Interactive Voice Responses (IVR) as well. If the receiver is prepared to listen to the campaign content, they will be prompted to press a particular number. The IVR will also provide an option to register the feedback. This way, you will have solid proof of how well your campaign initiatives are performing. You also get an idea about what to improve. These campaigns can be used for sending notifications, business announcements, conducting surveys, and sending event invitations. 3. Email campaigns Email campaigning is the most common method for businesses to target their customers. These campaigns are most preferable because they provide a chance to elaborate about the services offered at length. Moreover, email campaigns are easier to track and measure through analytics. They also offer better options to personalise and attract customers. Armed with an attractive subject line and a strong call to action, your emails should be inviting and interesting. By measuring the amount of traffic to this call to action, you get a chance to gauge the performance of the email campaign. Furthermore, this solution comes with reporting capabilities. They generate interactive reports in real-time that help you understand and take the necessary steps to improvise on campaigns. Email campaigns can be welcome messages to new subscribers, details about specific promotions, reminders about payments, or follow-ups for certain actions requested. Which one is the right choice for you? Email marketing is probably the right choice for all businesses. Through email marketing, you can target the customer in different ways. You can offer highly digestible pieces of content and convey the right message. Similarly, you can work on the look and feel of the email design and try attracting customers. Again, an intriguing subject line will provoke curiosity within the readers and motivate them to open emails. Furthermore, a call-to-action at the end of the email will direct your customers to a webpage with more details. These redirections take place in the browser itself. Consider a user who wants to know more about your voice broadcast message. He will need to switch over or disconnect from the call, click particular links or follow the IVR to get more information. This takes time. Customers may not have the patience to switch from voice to text and vice versa. To add on, an email allows you to divide larger chunks of information into precise bits and present it most acceptably. Readers will have the patience to go through this information. There is a higher probability that voice broadcast message receivers are multi-tasking. They may simply overlook the message and ignore the call. When comparing SMS campaigns and email campaigns, SMS campaigns do not give the chance to elaborate information. The readers will have to follow the call-to-action link even to know basic information. This may not be received well among all the customers. Furthermore, though SMSes have attractive templates, they aren’t attractive or appealing like email templates. Lastly, email campaigning offers more room to personalise by implementing detailed branding guidelines and information highly targeted to your business. This results in higher acceptance rates and better campaign success. Wrap up SMS, email, and voice broadcast can contribute towards the campaign success of different types of businesses. As every business is unique with its requirements, you should try and find the best suitable type of campaigning for your needs. This comparative analysis of the various aspects highlighting SMS, email, and voice broadcast will offer you a detailed view of their capabilities and help you choose the right one for your business.
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