Speaking the language of business messaging: Why it matters
Understanding business messaging and mobile marketing fundamentals empowers you to make better decisions, familiarize yourself with effective strategies, and ultimately drive your business toward success.
This article will introduce you to key marketing concepts and help you know the industry better. Each term is accompanied by useful resources for further exploration.
We hope you’ll bookmark this article and refer back to it whenever you need a quick refresher. We hope you’ll bookmark this article and come back to it whenever you need to.
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Omnichannel Campaigns
Omnichannel campaigns focus on creating and delivering coordinated messages across multiple channels, such as Email, SMS, and Viber. This approach provides a unified and cohesive customer experience, regardless of the platform customers use to interact with your business.
Prepare step-by-step exceptional omnichannel campaigns.
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Landing Page
A landing page is a static, stand-alone website page designed for a specific, often promotional purpose, like introducing a new product or showcasing a seasonal campaign. It’s the first page people see after clicking an ad or link, and it’s crafted to encourage specific actions, such as signing up for a newsletter or making a purchase. A well-designed landing page can boost conversions and enhance your campaign's success.
Design landing pages that drive sales.
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QR Codes
A QR code (Quick Response code) is a specific matrix barcode (or two-dimensional code) readable by a smartphone camera or a dedicated QR code scanner. The code consists of black modules arranged in a square pattern on a white background. It can encode various types of information, such as URLs, text, or contact details, directing users who scan it to the intended destination, like a sign-up form or landing page.
Discover the unlimited potential of QR codes.
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Customer Engagement
Customer engagement refers to the level of interaction and response from customers to your business communications. This engagement can be measured through metrics such as message open rates, link clicks, and ultimately, purchases. Higher engagement rates increase the likelihood of customers becoming loyal, repeat buyers.
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Customer Retention
Customer retention is the process of keeping your existing customers satisfied, encouraging them to continue using your products or services, and deterring them from turning to competitors.
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Customer Loyalty
Customer loyalty reflects the strength of a customer's connection to your brand. This relationship builds over time through personalized experiences, targeted communication, and exceptional service. Increasing customer loyalty supports long-term success and stability for a business.
Effective strategies to boost customer retention and loyalty.
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Unsubscribe
Unsubscribe is the process by which users opt out of receiving further communications from your business. Once someone unsubscribes, their contact details are removed from your subscriber list or contact directory. They won’t receive further communications unless they choose to re-subscribe in the future.
Learn best practices to reduce unsubscribe rates.
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Unsubscribe Rate
The unsubscribe rate measures the percentage of subscribers who opt out after receiving a communication. A high unsubscribe rate may indicate that your content isn’t relevant or engaging enough, while a low rate suggests strong subscriber commitment.
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Spam
Spam refers to unwanted or unsolicited communications, such as emails or text messages, that are sent in bulk. Sending spam can damage your business’s reputation and may lead to penalties. To avoid this, marketers should encourage individuals to actively opt into mailing lists and provide straightforward options for unsubscribing. This helps ensure that communications are not viewed as spam.
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Spam Rate
The spam rate is the percentage of emails flagged as spam by recipients or email filters. The higher the spam rate, the greater the risk that future campaigns will end up in spam folders rather than inboxes. Businesses should maintain a low spam rate by sending targeted, relevant, and quality messages.
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Single Opt-In
Single opt-in is a straightforward method for collecting contact information. Once someone fills out your sign-up form, they’re added to your contact list immediately without additional confirmation, meaning they start receiving messages right away.
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Double Opt-In
Double opt-in requires subscribers to confirm their consent twice. After entering their details in a sign-up form, they receive a message with a confirmation link. Once they click the link, they’re added to your contact list. This method helps protect against spam or malicious sign-ups.
Single vs Double Opt-In – Which one should you use
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Data-Driven Decisions
Data-driven decisions rely on data and statistics for business decision-making. Instead of relying on guesses, you make choices based on actual data, ensuring higher accuracy and chances of success. For example, rather than sending out mass messages, you can target customers who have shown past interest in personalized communication, improving campaign effectiveness and ROI.
5 ecommerce metrics to boost your e-shop performance.
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Mobile Friendly
Mobile-friendly content is optimized for proper display and smooth functionality on mobile devices. Today, most users browse the web via smartphones, so your website and messages must adapt to all screens, offering easy navigation and an optimal user experience.
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Sign-Up Forms
Sign-up forms are primarily used to collect information from people interested in receiving updates, news, offers, or other content from a company. These forms typically ask for basic contact information, like name, email address, and phone number.
Learn best practices to grow your list with sign-up forms.
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Subscriber List
Your subscriber list is the collection of users who’ve signed up to receive communications from your business. Keeping this list clean and updated ensures that messages only reach active and real users, avoiding inactive addresses and increasing campaign effectiveness.
Ανακαλύψτε τα οφέλη μιας ενιαίας λίστας συνδρομητών.
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Segmentation
Segmentation involves dividing your audience into smaller groups based on factors like age, interests, or purchasing behavior. This allows you to send more targeted messages that better match each group's needs.
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Subscriber Segments
Subscriber segments allow you to categorize your contacts into groups based on criteria like purchase behavior, past interactions with your campaigns, level of engagement, and more. This enables you to send more relevant and personalized messages to each group, increasing your chances of success.
5+1 segments to boost Viber business messaging conversions.
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GDPR
The General Data Protection Regulation (GDPR) is European legislation that requires businesses to collect and manage personal data responsibly and transparently. In marketing, this means subscribers must give explicit consent to receive communications from a business.
GDPR: How to ensure regulatory compliance.
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Open Rate
Open rate is the percentage of recipients who opened a specific message or campaign. It’s a key metric to understand how attractive your message topics are and whether recipients are interested in reading them.
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Conversion
Conversion refers to the process where people complete a desired action on a single web page, such as filling out a form, purchasing a product, or downloading a file. Each campaign has different goals and, therefore, different forms of conversion.
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Conversion Rate
Conversion rate measures the percentage of people who completed a specific action, like a purchase or sign-up, relative to the total who viewed the communication. It’s calculated by dividing the number of completed actions by the total number of visitors or recipients, then multiplying by 100.
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Deliverability Rate
Deliverability rate is the percentage of emails or messages successfully delivered to recipients compared to the total sent. A high deliverability rate indicates that your messages are reaching recipients’ inboxes rather than being rejected or ending up in spam folders.
Maximize deliverability by choosing the right business messaging platform.
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Bounce Rate
The percentage of people who land on a page on your website and then leave without taking any desired action, such as clicking or browsing further. In mobile marketing, a high bounce rate generally leads to poor conversion rates because no one is staying on your site long enough to read your content. Reducing the bounce rate enhances engagement with your audience.
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Call to Action – CTA
A CTA (Call to Action) is a message, typically in button form, encouraging the user to take a specific action, like buying a product, signing up for a service, or learning more. For example, a button labeled “Buy Now” on a webpage is a CTA urging a purchase. A well-designed CTA stands out and guides the user clearly, increasing the likelihood of completing the desired action, such as a purchase or list sign-up.
From omnichannel campaigns and landing pages to GDPR compliance and mobile-friendly strategies, each of these terms plays a vital role in your business's success.
Knowing and understanding these essential business messaging terms will enable you to run more effective campaigns and improve communication with your customers.
