SMS Reminders w ClickMeeting: zwiększ frekwencję (Full Transcript)

[00:00:00] Speaker 1: Hello. Welcome to our next webinar organized by us, i.e. by ClickMeeting. Today we have the pleasure to talk about SMS reminders. I hope you can see and hear me. This is just to confirm that we also have information from you. Please let us know if you received an SMS with a reminder about today's webinar. Please let us know in the chat. Great. The first information is already appearing from you. I am glad, this is also a crime information for me, that we can see each other and hear each other. This is a very good signal. All right. I think we can move on to our today's topic. The reason for this is the communication with the use of the SMS channel. Today I will show you how to use this function and make sure that there are even more participants in your webinars. Such reminders influence conversions. This frequency is extremely important. Let me introduce myself. My name is Paweł, I work in the marketing department. I have the pleasure of hosting this webinar for you. If you have any questions, please write them in the chat. I will read this chat after the presentation. We have a Q&A session. We will see how much time we have left, but I will try to answer most of the questions you leave. If you have any functional or marketing questions, how it works on our website, please let us know. We will also work on this topic. So, let's start. You are probably wondering where this gap between registration and entry comes from. The simplest answer in this regard is that people usually forget that they have registered for a webinar. This is because the messages that reach us, there are a lot of them on almost every page, flood our email box, our notifications on various channels, and we forget about the events we have registered for. SMS, on the other hand, is a form of communication that we always see and try not to overlook. From our research, it turns out that 60% of registered users often don't show up on webinars because they forget. That's why earlier, and today there is also such an option available, we have repeatedly mentioned email notifications that were supposed to increase the frequency of events. Today, however, we will be talking about SMS, and it's not about replacing email or SMS communication, but to strengthen it, to add a channel to this entire communication loop that will have a huge impact on your conversion. One such effective reminder can change a lot in all your communication, but also in the reception of your event, to show that it is very professionally prepared when you talk about your participants, that you remind them that they have time to make a reservation, which they have already made a reservation for. Only certain things that could distract them from joining the event could take place. It's the same as when you shop on the Internet or on various shopping portals, or specifically in a store, and suddenly your phone rings. You are totally distracted from the shopping route, so you are dealing with an abandoned basket. The same can be said about some abandoned baskets, even though they have been registered, but not converted physically in the webinars themselves. To avoid such a situation, such an SMS is very useful, because by sending it at the right time, you can increase the frequency. Now, how to do it? The question is why email alone is not enough. Well, when it comes to e-mails, the average open rate on e-mails is about 30%. We look at 30% and say, damn, it's a long way to 100, but don't let it mislead you, 30% open rate is still a very good open rate. Therefore, let's not stop sending e-mails, but let's add what can increase this frequency, and that's where SMSes come in. When it comes to the average open rate of SMSes, it is 97-98%, and they are read on average up to 3 minutes after delivering such an SMS message. In the case of an e-mail, it is not necessarily read here and now, sometimes we forget about it, or we see it as a notification on the phone, and we think we will read it later, and then we come back to it in the evening or in a while. Anyway, the average life of an e-mail is about 7 days in the first phase. Therefore, the action that will be performed after sending a specific e-mail can have such a time scope and extend to these 7 days, which means that if you start communicating about your event too late and only send an e-mail, this frequency may be inconsistent with your expectations. However, when adding a SMS channel, this cannot be omitted. As you can see from the statistics, the average reading time is undoubtedly shorter than in the case of e-mail messages. Moving on. In the SMS itself, we also have a link to the webinar, which means that one click is enough, and participants can also join through the ClickMeeting mobile application, which is also important and worth communicating about when it comes to joining your event, which means that by clicking on the link in the SMS, you can easily and intuitively join your event. Now let's take a moment to talk about how SMS works, because they work a little differently than e-mail messages themselves, which are sent on a daily basis. As you can see, SMS appears immediately on the lock screen, and of course you can tell me that other notifications on the lock screen also appear. Yes, it's true. Only when we have these notifications muted or we have the right mode on the phone, some notifications from the application may not appear or may be aggregated. In the case of SMS, we see and do not ignore it, because we are so culturally trained that we receive phones and SMS, and at least read and familiarize ourselves with their content, i.e. the risk of abandoning information that is read at the level of SMS communication is much higher than in the case of e-mail messages. What's more, SMS itself does not require installation, which is an obvious obviousness, and it is worth mentioning that it is nothing that requires overbuilding or reinstallation in our phones. It is a native function, because that's why we have phones, even if we are talking about other communicators that we use on a daily basis, WhatsApps, Vibers, Messengers. Of course, we also use it, but SMS is the channel that is 100% clear, certain and understandable for us. SMS does not die among other e-mails, because they have their own hierarchy and are not subject to various filters. When it comes to e-mail messages, they are already subject to various filters, e.g. an anti-spam filter. Therefore, there is an algorithm that verifies our message in terms of its construction and non-creative and creative factors. In the case of creative factors, both the topic and the pre-header, as well as the construction of the e-mail message itself, i.e. how many images you will use, how much content you will convey there, and whether there is a proper relationship of the amount of content to the number of images in the e-mail message itself. However, there are also non-creative factors, typically technical, which are directly related to the shipping infrastructure. In ClickMeeting, of course, we have it very well configured, and our availability of e-mail messages is very high, which does not mean that, going back to what I said a moment ago, each of us receives a lot of e-mail messages every hour. However, e-mails are no longer such a frequent reminder or an element that appears on our screens, because we also go to various communicators. Therefore, an e-mail will draw our attention and this is the purpose of this function, to draw attention, remind and once again reserve the time of our future participant. To sum up this topic, a short message with a link gives the recipient an impulse, which we have been talking about from the very beginning. A single click, you will also see in a moment how this e-mail is constructed, causes it to redirect to your room. Therefore, the user can easily join your event. Now probably each of you is wondering when to send an e-mail, so that it works best. Well, here our recommendation is to send such an e-mail about an hour, a maximum of two hours before starting your event. It is, in our opinion, an optimal moment when we still have a chance to change the participant's decision about joining, but we also have a chance to remind him, because if, speaking of the first option, he did not plan, although he signed up, he did not plan to join, although he signed up, he can still somehow change his calendar to finish, especially if the topic is interesting and interesting in any way. However, if we remind such an SMS very shortly before, i.e. at the time of the event, or just five minutes before the event starts, the chances of joining this user are not so high, unless he assumed to participate from the beginning, and this is just a nice addition to the communication process, which you planned anyway, or maybe the user finally expected it. Moving on, it is worth talking for a moment about where such an SMS in the communication strategy itself about the event could be located. I have prepared a small website for you, which shows when such an SMS could appear. And of course, speaking of the fact that it should be woven into the entire e-mail communication, I also allowed myself to prepare such information for you, when to send such e-mails. The first e-mail proposed by us should ideally come out 14 days before the event itself, and there you will find all the information related to what you will be talking about, i.e. the description itself, the agenda, of course, the registration link, which is generated by us automatically. Then it is also worth trying various advertising formats, which are supposed to strengthen the information that you are organizing such an event, and encourage those with whom you are not in fact connected to your fan page every day, or other company pages, or company channels, which you use to distribute this type of communication. Of course, advertising on social media today is one of the cheapest formats when it comes to this type of activity, so it is worth taking such steps and investing a certain budget, which would be able to increase the volume of people who could be interested in your event. Another e-mail message should ideally come out between 48 and 72 hours before the event. Here it is worth repeating some things, but there is no obligation to repeat the same e-mail that came out first. Just a few sentences, a reminder of what you will be talking about, plus a link to the calendar, which is an integral element of our e-mail messages with reminders. Another message is 24 hours before, a very short e-mail, we invite you, do not forget. And here we come to the heart of our today's webinar, i.e. e-mail communication. Recommended e-mail an hour or two before the planned webinar. And there is a predefined message that you will see in a moment with a link to the room. Therefore, if someone has not yet been fully convinced, then at this hour or two hours before the final decision regarding whether I, as a participant, would like to participate in our event. Of course, we also recommend a follow-up after the event, which should be sent 24 hours after the event. And it is very good if you also have such a communication policy or communication strategy after your webinars. And there, in this e-mail message, it is good to send a recording if you promised some conclusions, summaries, materials, which you would like to encourage or call upon to be in contact with you, or you have something you would like to share in the form of a promotion, a discount, something that would encourage a user, a participant at the webinar, to buy or visit your website. Therefore, I encourage you to test such a communication strategy for your webinars. Moving on. I really want to emphasize today that SMS is not a substitute for what you do today, but an enhancement and supplementation of communication with your participants, with all those who registered on the landing page. Using these two channels means that you enhance the message. In the case of SMS, it is important that it is very easy to configure. Even easier, although it is very simple and intuitive in the case of e-mail, it is even easier in the case of SMS. In the same place where you set reminders about e-mails, you can set reminders about messages sent by the SMS way. Therefore, it is very intuitive and easy to turn on. The whole configuration should take you about 60 seconds. Therefore, it is a time when you can really devote and prepare such a communication that enhances lead generation related to converting registrants to participants, and probably later to your leads, because this is what webinars are mainly about. Of course, it is important to know that the message will be sent automatically. Therefore, when someone joins as a registrant to your event, he will also receive such a message. What is important, however, is that we set the message only once. The platform sends it automatically. Two. The sender today is ClickMeeting. Therefore, we have the option of entering the sender as ClickM. Each message gives the possibility of using the so-called sender ID, which gives the possibility of writing up to 11 characters. Hence our shortened name, but we wanted it to be a name, because the inscription is not so easy to obtain, which, in fact, authorizes the sender and shows that it is not spam. If such messages were sent, for example, from a 9-digit number, in fact, anyone could send such a message. It would be enough to buy a card and start sending messages. In this case, you need to be a verified sender, and such verification takes place at the mobile operator. Therefore, it is not spam and we increase the credibility after sending such a message. And, of course, something we already mentioned at the beginning, that is, each message contains a direct link to the room. In short, how to configure such SMS reminders, that is, SMS Reminders, because that's what we called this function. We need to activate the add-on by selecting the appropriate SMS package, which we will go over in a moment and today I will tell you what packages we have for today. Long story short, of course, these are packages from 1,000 SMS to 5,000 SMS. Of course, depending on how many webinars you run, how many registrants you have and what frequency these events take place, you have to decide which package of SMS you would like to buy. Another important issue, and it is extremely important here, is that you should enable the phone number field on the registration form. Of course, this phone number field can be either optional or mandatory. Of course, referring here to the RODO rules, it would probably be good to do it as an optional field, but encouraging those who register, your future participants, to give this phone number, saying that they will receive a reminder. By receiving such a reminder, we also increase engagement within the entire communication process when it comes to your events that you organize. It is worth giving such a reminder, containing such information, because the user filling out the registration form will know for what purpose he is giving the phone number. Another issue in this process, in the automation tab, in the settings, we enable SMS and set the delivery time. In three steps, we are able to set the entire communication. What does the SMS look like that the participant receives today? This is an example message, which I hope you also received today. The sender is ClickM, in connection with what I said just a moment ago. We inform you that the event will start soon and we turn on the link, which is a shortened link. We use the shortened link go.clickmeeting.com. Of course, we also provide the HTTPS protocol, which also indicates that we are secured by the SSL certificate, which also strengthens security and more authorizes that this link is safe. However, after the slash at the end of the link, we have eight signs that are different for each host. Therefore, there will be no situation that the same link will appear twice. Therefore, there is no risk that someone will join someone's event. It will always be and only your event, which you promote. As for our reminders, we currently have them launched for the Polish market. In the Polish market, the prefix plus 48 will be set and it will be set automatically. Moving on, today we allow sending one SMS to the event. Therefore, our recommendation when it comes to sending one or two per hour before the event, sending SMS more often from our perspective can irritate participants and cause email reminders. Therefore, I would like to emphasize that do not replace email notifications with SMS notifications, but supplement your email with the SMS channel. Last but not least, in this section, the participant should express his consent voluntarily to meet the requirement. This means that we recommend giving this field as optional, but if you have it played out in a legal way, it can be a mandatory field. I can see the first questions on the chat. Is it a paid option? Yes, it is. As ClickMeeting, we do not send SMS because we are not a mobile operator. Therefore, we also have to buy this function. This function is paid on our website. Today, we present four packages that are available in the add-ons tab after logging in to the management panel where you set your events and meetings daily. We have packages from 100 SMS to 5,000 SMS. The middle packages are 500 and 1,000. Of course, depending on the number of SMS, you would have to calculate what is more profitable for you in the long run. Is it better to buy a larger package of, for example, 5,000 SMS or, for example, 500 SMS and at the moment when you are about to pull out of this package, buy another one. The plus is that these are not temporary packages. They do not expire after a month, after a month of purchased SMS. Then this possibility of sending ends. However, there will be a reminder that we have set that this pool ends and it is worth getting interested in this topic to buy another one. Moving on, we move smoothly to the Q&A section because the SMS function at this level is discussed and the goal is to increase the number of participants and this number can be increased by a large percentage because even between 20 and 40%. Therefore, it is worth thinking about this issue when it comes to the function of SMS reminder. Okay, my dear, in this case, I will slowly and smoothly try to move to the Q&A section. I will start reading your questions. I think we will answer them slowly. Okay, I have the first question from Magda. Do we send SMS 30 minutes before the webinar? Is this also a good time? Yes. It all depends on how you have constructed the group and how you have communicated so far. If you have sent SMS 30 minutes before the webinar and it works for you and there is a bigger number of participants or even the same number but measured from the moment of sending SMS, then, of course, continue. Of course, for the test, you can speed it up and see if there is a difference between half an hour before and, for example, an hour or two before. It is worth testing it on different webinars and on different topics. If the topic is hot, let's call it this way, then, of course, it may turn out that these SMS reminders will further strengthen the arrival itself to a given webinar. If, for example, the topic is not so hot for the participants, then maybe it is worth thickening the time before the webinar itself and communicate earlier. I definitely recommend tests, but there is nothing wrong with sending SMS half an hour before. Anyway, we did the same today because we test various formats. For now, our observation is that an hour or two is optimal before the event, but I think that in some time we will have more information for you, because it will not be the last webinar with SMS. Moving on. A question from Kinga. For now, I have no option to buy this package. Will it be available? It is already available, so I will ask you to check if you can see it on your account. If not, please let us know. We will verify what could possibly happen. However, this function is already available. It is on the add-on page, practically located at the end of the add-on listing. Therefore, please check if we are at your disposal. Okay. Another question from Karolina. Do SMS packages expire in the next month? They expire in the next month. Therefore, if you do not use your package in a given monthly cycle or in a given countdown cycle, the entire SMS pool expires in the next month. So, don't worry. As long as you use this pool, you can use it. However, after using it, you have to buy another pack of SMS packages in order to be able to continue this strategy, which is supplemented by a SMS channel. This may not be displayed because I can see that Karolina asked another question. Does the phone number in the form have to be mandatory? No, it does not have to be mandatory. It all depends on your strategy and your legal issues. If you would like, you can play it this way. However, according to RODO, such an agreement should be optional, voluntary and, of course, possible to withdraw. This means that this field does not necessarily have to be required to be supplemented. However, if you give the information that you are collecting this field and this data to remind about the event, there is probably no such situation that someone would refuse to fulfill this field. Another question. Do I need to have a specific plan to use SMS Reminders? No, there is no such requirement. In general, any package can buy an add-on, that is, an extension with a package of SMS, depending on whether you have a live account or automated, whether you have 50 participants or 1,000 participants in your purchased package. That's why we also made such packages, because if, for example, you have an account that contains 1,000 participants, your webinars are very large, which means that it would be difficult to justify the purchase of a package, for example, 100 SMS or even 500 SMS, because it can be one-time. Therefore, we have such a package in these SMS add-ons with a volume of 5,000 SMS. Of course, as you have probably noticed, the larger the package, the cheaper it is for SMS. It is a range from 17 to 13 cents for one message between a package with the lowest volume to the one with the highest volume. I also have another question from Magda. Do I need to charge the account with some amount and use it as part of the shipping option? Okay. I think we have it secured here. It is a matter of purchasing this add-on, which is in the add-ons section, and there you choose a specific package. Next. What happens if I run out of SMS? Okay, we also have it secured. Then it is a matter of buying a package that will supplement this volume. Anyway, you will see how many people have registered. Therefore, you will see if there are more of them than the purchased package. Therefore, the message on our website that such a package has run out, but you are also able to predict it to see that, for example, there are already so many SMS from this package, so you can also get these SMS. Does the function work for foreign participants? Not yet today, but we do not rule out such an option. I hope we will have the pleasure to repeat such a webinar about SMS reminders and show how SMS work abroad. So keep your fingers crossed and we will certainly inform you about such changes. Next question. Thank you for all the questions, because there are a lot of them today. Does SMS work better for B2B or B2C webinars? There is no special distinction between the two. Everything really depends on the topic that is discussed. I recommend both B2B and B2C messaging, because if someone has already registered, he will be a participant of this webinar. Therefore, test both. The truth is that probably, which we will also verify, SMS sent to company phones, because that's probably how the participants will come and submit, can be better converted so that you can participate in such an event, because they probably already have it introduced into the calendar, so it strengthens the whole communication for your webinar. What else do we have here? Do you have data showing the difference in the frequency before and after sending SMS? We generally see that it is about 20-40% of those who signed up for the webinar minus those who actually planned to come. Therefore, such strengthening occurs and has a real impact on how many final participants appear on the webinar. I have another question from you. I see that it's about RODO. What should the RODO consent look like in the registration form? I think the simplest message is that by giving the phone number you express your consent to send a reminder by SMS channel. Remember that the consent should be collected separately per channel. Therefore, we also do not recommend to collect marketing consent for e-mail and SMS communication as part of one consent, and this is mainly due to purely practical reasons, because when someone expresses their consent separately by SMS channel at the moment of withdrawing it it is possible that the channel withdraws and not completely everything. At the moment when the consents are collected when the user requests to withdraw the consent it is our duty as well as yours to withdraw the consent as a whole. It also has a practical impact. We recommend such an application and also approach with respect to the audience to be able to use such a right, and also in the case of insolvency of this channel we can use this form of reaching the user. What else do we have here from you? I see that there are no more new questions, but I will give you a moment. Let me know if you would like to ask something else today. All right. I don't see any new questions so I am very happy that we had the opportunity to present to you our new function today when it comes to add-ons, that is, SMS reminders. I encourage you to test it on your website. If you have any questions, please feel free to write to us. We will answer all questions. I also hope that we will have the pleasure to make another preview of our webinar about functions that appear as new in ClickMeeting. And who knows, maybe it will also be the second preview of our SMS messages as reminders. That's all from me for today. Thank you very much for your engagement because I admit that I am happy with every question you asked today because it also shows that this is something you were waiting for. Therefore, I am very happy about it again. Thank you very much for your attention and see you at the next webinars organized by ClickMeeting. See you.