Mobile is becoming an increasingly popular way for businesses to reach their consumers, with quick deployment and a cost-effective method of delivery promised to those that do. This makes SMS one of the most ideal ways to send promotions, special offers and (thanks to recent advances in technology) an ever-expanding number of surveys.
Businesses can use these mobile-optimised forms to gain a wealth of information from their customers within a matter of minutes. All they need to do is build a message that is unique to their business and send this via a link inside an SMS.
The company uses the contents of their survey to request any kind of information they like, whether that’s to secure a new user registration or booking, with these messages making their way back to the business through a tool that allows them to receive SMS online. As this highly intuitive mobile approach engages customers, the feedback is highly valuable and can play a huge part in improving products and services at a later date. Companies find this is a sure-fire way to improve overall customer satisfaction at the same time as boosting business results.
The superior format for mobile surveys
When weighing up the pros and cons of sending surveys via other methods, it’s a wonder how businesses managed to cope before the advent of mobile. Paper surveys tend to generate reluctance and are impractical to use. Online surveys are designed for PCs and laptops, which means they’re not nearly as direct as mobile. The forms will often come through a website or email account and will therefore play second fiddle to whatever task the recipient had intended to conduct on their machine.
Mobile, on the other hand, offers the most direct method of delivery. All it takes is one buzz or chime of a ring tone for the user to stop what they’re doing and reach for their pocket. They could be waiting for a bus or sitting down in front of the television; either way it’s unlikely they won’t have a minute to respond to the message.
Choosing SMS over email virtually guarantees far superior open rates and response rates because the message is delivered straight to the consumer. For the best results, senders are advised to gain their information through just a few simple questions, as the lack of fields will entice the user into making a response.
A number of uses for sending forms on mobile devices
Mobile surveys lend themselves to a number of businesses and this list continues to grow. Event organisers are among some of the latest to adopt mobile forms, using questionnaires to gauge their exhibition’s effectiveness in seconds.
Before event organisers there were sales managers, who still use mobile surveys, quizzes and checklists to establish what their clients are most interested in. Corporate training departments and educational institutions also see the benefits of this approach in gathering administrative information and conducting quick tests.
Greater reach for teens and adults
Conducting research with young people poses some unique challenges. Few youngsters will take the time to complete paper questionnaires and send them back from whence they came. Meanwhile a lack of inbox management can leave emailed surveys and forms buried under lists of social network notifications and online purchase receipts.
The increasing use of mobile phones over the past decade means that, in order to reach out to teens and young adults, companies must ask for information through SMS. This again gives businesses the chance to catch their audience while they’re idle and allows the user to respond to the request through a system they’re more than familiar with.
In-depth reporting for easy refinement of campaigns
Every response is delivered to the sender’s SMS gateway for real time viewing. These tools will often provide access to statistics for information like open rates, along with the responses that people give.
All of the campaign’s results can often be put to use in some way, whether that’s to help develop a new product or simply fine-tune the next mail out. In addition, most software providers will include this for free, which means in-depth reporting can always be called upon if needed.
Personalisation to increase marketing success
While the concept of sending forms and surveys through SMS may still fairly new to some businesses, the makers of this software have strived to build upon their early programs in an attempt to bring a personalised experience to the table.
Direct marketing experts often stress the importance of adding consumer names and similar details to messages in order to improve response rates. Well, most SMS form builders allow the sender to do exactly that. Merging in details about the recipient catches their attention right away and makes them feel wanted – more than a message opening with ‘dear sir/madam’, anyway.