Use Decisioning in an SMS message

Transcript

Hey everyone, a quick walkthrough of how to use decisioning to personalize and optimize the content in your SMS communications.

Let’s say we’re an airline travel company wanting to launch a winter promotion text message to drive greater sales. As the marketer, I plan to send an SMS message to my entire customer base of opted-in SMS subscribers, but I want to show an offer that’s more personalized to the recipient for increased likelihood of greater engagement. We’ll go ahead and create a collection of three separate offers, only one of which will actually be shown to the recipient in the body of my SMS message.

The first offer will be Book one flight, get 50% off your next. The second offer being Book a flight today for free checked bags. And lastly, Book a flight and bring a companion for free. Now I can assign eligibility rules to each of these offers, including the use of profile attributes, events, or context data so that the recipient receives a more personalized offer.

In addition to adding filters like these to determine who qualifies for the offers, I can also influence the priority of these offers through various ranking methods such as AI models, formulas, or a simple numeric priority score. For our use case, let’s author a formula that would boost the priority score of our free companion offer by a multiplier of 4 if the profile has previously purchased a multi-passenger booking.

I’ll hit save. And then I’ll bring together this ranking method in combination with the collection of potential offers in the selection strategy.

Now that we have all of the building blocks together, let’s jump over and author our SMS message and insert this selection strategy through our decision assist workflow. So I’ve gone ahead and pre-created a draft of this SMS message. Let me jump right into the content where I author the message that the recipient will see. What I’ll do here is I want to replace these placeholders with the attributes of whichever offer is the highest priority and return to the recipient.

Alright, let’s insert our selection strategy that we had just created through this decision assist workflow. I can see there will be those three potential offers and the formula that will determine the output. And I want the attributes like the associated discount code and product type to be inserted into those blanks. Go ahead and map those here. In simulate content, I can confirm the offer I’d expect for a specific profile is successfully displaying. And sure enough, it is, as I know that Ken has a previous multi-passenger booking. Looks great, and I’m ready to activate this campaign.

Once our recipients have all received the SMS, I may wish to see the success of the SMS campaign. For that, I’ll access the report where I can see which offers were sent and which ones done most. Valuable insights that can inform an even more successful next campaign.

In summary, decisioning powers personalized user experiences to ultimately drive more successful campaigns and a greater impact on the metrics that matter most to your business. Thanks.