{"id":39135,"date":"2019-09-02T00:53:17","date_gmt":"2019-09-02T00:53:17","guid":{"rendered":"https:\/\/messagemedia.com\/au\/?post_type=case-studies&amp;p=2283"},"modified":"2019-09-02T00:53:17","modified_gmt":"2019-09-02T00:53:17","slug":"customer-engagement-lifted-with-sms-and-mobile-landing-pages","status":"publish","type":"case-studies","link":"https:\/\/messagemedia.com\/au\/case-studies\/customer-engagement-lifted-with-sms-and-mobile-landing-pages\/","title":{"rendered":"Customer engagement lifted with SMS and mobile landing pages"},"content":{"rendered":"<p>Everthought Education (Everthought) group is a trades, building and construction registered training organisation (RTO) delivering qualifications from its Queensland and Western Australia base, as well as workplace skilling, training and assessment solutions through its network of Recognition for Prior Learning (RPL) and apprenticeship operations around all states of Australia. The organisation delivers industry-recognised trades qualifications from Certificate I through to Advanced Diploma, as well as quality assured RPL and Continuing Professional Development (CPD) services to highly experienced trades professionals and employers seeking to advance their workforce trades certifications.<\/p>\n<p><strong>Challenges<\/strong><\/p>\n<ul>\n<li>Lead generation through a \u2018Refer-a-mate\u2019 campaign, designed to encourage tradespeople to refer a mate who had industry experience but not recognised trades certification.<\/li>\n<li>Previous campaigns were organic, largely via social media and referrals.<\/li>\n<li>Everthought wanted to improve on its already good SMS open rates, especially compared to email rates, by taking the campaign to the next level. \u201cPromotional SMS activity and, more recently, conversational SMS, have been a great platform to reach our audience in the past, but we\u2019ve been looking for ways to up that experience.,\u201d says Lucas West, Director at Everthought.<\/li>\n<\/ul>\n<p><strong>Solution<\/strong><\/p>\n<ul>\n<li>MessageMedia\u2019s <a href=\"\/au\/messaging\/sms-mobile-landing-pages\/\">mobile landing pages<\/a> were used for the campaign to increase engagement and track conversions.<\/li>\n<li>Conversational messaging was particularly appealing. Everthought\u2019s audience is highly engaged with social media, and therefore very comfortable with messaging solutions and responding via SMS.<\/li>\n<li>The SMS included a <a href=\"\/au\/features\/short-urls\/\">short trackable link<\/a>, which expanded to a <a href=\"\/au\/features\/short-urls\/\">link preview<\/a> on supported mobile phones.<\/li>\n<li>The link preview for Everthought\u2019s campaign features an engaging image and call-to-action (CTA) text, \u2018Refer a mate for $100 cash\u2019. This enhanced the look and feel of the message \u2013 without the need to alter Everthought\u2019s website content to match.<\/li>\n<li>By tapping on the CTA, customers then viewed a mobile landing page. This continued the look and feel of the link preview, and invited customers to either refer a mate or find out more via two CTA buttons.<\/li>\n<\/ul>\n<div class=\"text-center\">\n<p><img decoding=\"async\" class=\"wp-image-2631 size-full\" src=\"https:\/\/messagemedia.com\/wp-content\/uploads\/2019\/09\/Everthought-SMS-mobile-landing-pages.jpg\" alt=\"\" width=\"1024\" height=\"700\" srcset=\"https:\/\/messagemedia.com\/wp-content\/uploads\/2019\/09\/Everthought-SMS-mobile-landing-pages.jpg 1024w, https:\/\/messagemedia.com\/wp-content\/uploads\/2019\/09\/Everthought-SMS-mobile-landing-pages-300x205.jpg 300w, https:\/\/messagemedia.com\/wp-content\/uploads\/2019\/09\/Everthought-SMS-mobile-landing-pages-768x525.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><small>Left: Short trackable link and link preview. Right: Mobile landing page with two call-to-action buttons.<\/small><\/p>\n<\/div>\n<p><strong>Benefits<\/strong><\/p>\n<p>Everthought was very happy with the results of the messaging campaign and use of mobile landing pages:<\/p>\n<ul>\n<li>Better engagement: The campaign generated greater engagement and conversions than previous campaigns via other channels, with a click-through rate (CTR) of 12 percent. \u201cWe thought mobile landing pages could help solve some challenges we\u2019ve seen with engagement and conversion from other channels, such as email. We\u2019ve since seen higher contact and response rates, and also better quality engagements, and we believe it\u2019s due to the improved user experience and visual impact of mobile landing pages,\u201d says West.<\/li>\n<li>Conversational messaging: West described it as a strategic decision to leverage SMS for conversational engagement. \u201cWe\u2019re connecting to our audience on a channel where they are most comfortable, so we use that interactive conversational element to engage them.\u201d<\/li>\n<li>Integration: Everthought previously took customer details over the phone and manually entered them into its CRM, which was time-consuming and prone to human error. After integrating its CRM with SMS \u2013 and now mobile landing pages \u2013 this information automatically feeds into the system, improving internal efficiency.<\/li>\n<li>Further plans: There are plans to use the technology to promote other offers, apprenticeships, and RTOs. West also sees mobile landing pages as ideal for reaching international students. \u201cSmartphone usage and dependency is very high within our target demographic. Tradespeople effectively run their businesses from the app stack on their smartphone and tablet devices, so we are keen to continue using SMS and mobile landing pages for engaging communications that appeal to our client community,\u201d says West.<\/li>\n<\/ul>\n<p><em>\u201cPromotional SMS activity and, more recently, conversational SMS, have been a great platform to reach our audience in the past, but we\u2019ve been looking for ways to up that experience. We thought mobile landing pages could help solve some challenges we\u2019ve seen with engagement and conversion from other channels, such as email. We\u2019ve since seen higher contact and response rates, and also better quality engagements, and we believe it\u2019s due to the improved user experience and visual impact of mobile landing pages.\u201d <\/em>Lucas West, Director, Everthought<\/p>\n<p>Find out how you can increase customer engagement with <a href=\"\/au\/messaging\/sms-mobile-landing-pages\/\">mobile landing pages<\/a>.<\/p>\n","protected":false},"author":2,"featured_media":2284,"menu_order":50,"template":"page-blog-v2.php","meta":{"_acf_changed":false,"popular":false,"coming_soon":false,"link":"","footnotes":""},"class_list":["post-39135","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Engagement Lifted With SMS Mobile Landing Pages Australia<\/title>\n<meta name=\"description\" content=\"A customer case study revealing how Everthought Education group increased customer engagement and tracked their SMS campaign conversions using mobile landing pages. 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