{"id":1769,"date":"2019-03-22T14:36:19","date_gmt":"2019-03-22T13:36:19","guid":{"rendered":"https:\/\/www.smsapi.com\/blog\/?p=1769"},"modified":"2023-02-07T13:58:04","modified_gmt":"2023-02-07T12:58:04","slug":"link-sms-marketing-cloud-data","status":"publish","type":"post","link":"https:\/\/www.smsapi.com\/blog\/link-sms-marketing-cloud-data\/","title":{"rendered":"Links in SMS + Marketing Cloud = Data!\ufeff"},"content":{"rendered":"\n<p><strong>Welcome to the very first guest entry on our blog! Jan Bi\u0142yk, CEO at Laurens Coster &#8211; the company specializing in analysis, automatization and personalization of brand\u2019s data, will walk you through the SMS campaigns based on links.<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.smsapi.com\/blog\/wp-content\/uploads\/2019\/03\/SMSAPI_Laurens_Coster_Jan_Bilyk.png\" alt=\"Jan Bi\u0142yk from Laurens Coster \" class=\"wp-image-1772\" width=\"111\" height=\"111\"\/><figcaption class=\"wp-element-caption\"><strong>Jan Bi\u0142yk<\/strong><br>Laurens Coster<\/figcaption><\/figure>\n<\/div>\n\n\n<p>For a couple of months, we have been adding personalized links to our SMS messages. Of course, while the dedicated, <a href=\"https:\/\/www.smsapi.com\/en\/url-shortener\">shortened link<\/a> takes the client to the desired page, it also leaves a trace in the marketing cloud which records each individual click.<\/p>\n\n\n\n<p>It\u2019s the same trick you might know from e-mail campaigns. For the reasons unknown to us, it\u2019s rarely used in SMS marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to track traffic in Google Analytics?<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How to track SMS campaigns with UTM parameters? | SMSAPI\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/K8dEN0OXFzg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>What struck us when analyzing our past campaigns (and later on was proven by chi-square):<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.smsapi.com\/blog\/wp-content\/uploads\/2019\/03\/SMSAPI_Data_SMS_Marketing.png\" alt=\"Results of SMS campaigns with links\" class=\"wp-image-1771\" width=\"650\" height=\"664\"\/><figcaption class=\"wp-element-caption\"> source: Laurens Coster <\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Power of the link in SMS<\/h2>\n\n\n\n<p>Clicking a link in SMS doubles the chances (<em>odds ratio<\/em>) of returning to the shop within next days, in comparison with unengaged clients.<\/p>\n\n\n\n<p>Of course, page view itself it\u2019s not enough to seal the deal. It should be considered as a sign of engagement that helps to predict the client\u2019s next move. It\u2019s just a correlation, and correlation does not im<em>ply causation<\/em>.<\/p>\n\n\n\n<p>Changing static links for the individually generated ones opens up a lot of possibilities. For example, by knowing who clicked the link you may:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>automatically remind<\/strong> them about a promotion;<\/li>\n\n\n\n<li><strong>insert a cookie<\/strong> on the user\u2019s most personal device &#8211; mobile phone;<\/li>\n\n\n\n<li><strong>personalize the content<\/strong> on other channels;<\/li>\n\n\n\n<li>build one\u2019s <strong>technographic profile<\/strong>;<\/li>\n\n\n\n<li><strong>dynamically set UTMs<\/strong> for redirecting or use URLs to pass additional parameters which will change what users see&#8230;<\/li>\n<\/ul>\n\n\n\n<p>In short, it\u2019s nothing new, if you have any experience with e-mail marketing. But somehow, most SMS marketers seem to forget these simple tools.<\/p>\n\n\n<div class=\"infobox infobox--attention post-content--full-width\">\n  <div class=\"infobox__icon\">\n    <img decoding=\"async\" src=\"https:\/\/www.smsapi.com\/blog\/wp-content\/themes\/smsapi-blog-2021\/assets\/icons\/exclamation.svg\">\n  <\/div>\n  <div class=\"infobox__title\">\n    <h4>Data source<\/h4>\n  <\/div>\n  <div class=\"infobox__content\">\n    All data comes from the campaigns run with Selligent Marketing Cloud and SMSAPI in 2018. All values were altered to keep trust and chance ratios intact. Conversions, CTRs, numbers of sent messages are proportional to those sent in the campaigns.\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to the very first guest entry on our blog! Jan Bi\u0142yk, CEO at Laurens Coster &#8211; the company specializing in analysis, automatization and personalization of brand\u2019s data, will walk you through the SMS campaigns based on links.<\/p>\n","protected":false},"author":21,"featured_media":1770,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[20],"class_list":["post-1769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study","tag-english"],"_links":{"self":[{"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/posts\/1769","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/comments?post=1769"}],"version-history":[{"count":11,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/posts\/1769\/revisions"}],"predecessor-version":[{"id":5476,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/posts\/1769\/revisions\/5476"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/media\/1770"}],"wp:attachment":[{"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/media?parent=1769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/categories?post=1769"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.smsapi.com\/blog\/wp-json\/wp\/v2\/tags?post=1769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}