Mass messaging marketing – what to do and what not to do?

Etienne Dipon, senior director for

Rakuten Viber business messaging services


In today’s digital age, mobile devices are increasingly becoming the center of people’s lives – here we surf the Internet, shop and get information. The world is no longer sitting in front of a computer looking for information. Instead, we use mobile phones to access websites, open applications and publish various content on social networks. This means that it is important for businesses to be present on multiple platforms, including mobile devices.

With the rise of smartphones, tablets and so-called. portable technologies, businesses can offer their customers a more personalized experience. Companies can have authentic, one-on-one conversations with customers, thus creating loyalty and enhancing brand recognition. That’s why mobile messages are a great way to reach your customers and potential customers with relevant and timely information.

To this end, it is crucial for each marketer to develop a strategy to reach their audience.

Viber has been a leader in mobile messaging for more than ten years, with users in 190 countries. More than 5,000 businesses use Viber to communicate with their customers, including giants like Koka-kole, Raiffeisen Bank i Barcelona Football Club. Viber offers a wide range of business messaging tools to make personal, one-on-one contact with users. We know something about what works and what doesn’t in the world of messaging – and we’re happy to share some recommendations with you.

Viber’s top 10 tips for mobile messaging

Mobile messaging can be an easy, personal and fun way to communicate, but it can also be misused. Learn how to make mass messaging more useful for both customers and businesses.

What to do?
  • Start a conversation, just sending a message is not enough

Using a conversational, everyday tone is the key to getting your message across in a desirable way – use a tone that is natural and engaging. Be personal and thoughtful – keep in mind, compete for the user’s attention with all the other messages they receive. Research show that people are more inclined to engage in communicating with brands when after the conversation they feel that the brand understands their needs.

For example, an option two-way communications in Viber’s business messages allows real assistants to help customers choose gifts, then in terms of product size and characteristics, as well as provide assistance in assembling or assembling products.

Viber Business MessagingAn example of talking to real assistants in Viber’s business messages

  • Segment your audience and send accurately targeted messages

It is a powerful tool when you understand the context of the customer and his current needs, and then send an adequate message in the right tone accordingly. Choose the most relevant and personal messages for your audience, because otherwise you will flood them with content. You need to know your audience and their wishes.

You are able to integrate Viber business messages with your customer service (CRM) or customer base – so you can store and analyze a history of customer activity, based on which you can send highly-segmented, personalized and useful offers to a large number of people.

Think about the context of the mobile platform. Short and specific messages usually give the best results.

  • Ask for feedback

Let customers know that you value their opinion. Answer their questions and comments to show that you care. You can also select a few comments and use them on your website, or to promote the brand on social media.

Use images and visuals to convey your message. Use emoticons to express yourself better. Don’t be afraid to be creative. Most people love humor, and it can increase the number of clicks on your links. Thanks to the rich possibilities of Viber’s business messages (visuals, videos, “calls to action”, links, etc.), you can even include a game in your messages – make a fun and interactive quiz for customers, who will then get a discount if successful in quiz.

Different types of Viberovic business messagesDifferent types of Viber business messages

What not to do?

  • Don’t use mass, same messages to everyone, sending users non-personal content and irritating them

You will only annoy them, and that will cause people to unsubscribe from your service. Your customers are people, not just a number targeted by ads – they are eager to buy your product, but after having a positive experience with you.

  • Don’t send messages that don’t interest your users

Let your marketing take place in the context of your audience. Create a unique and personal experience for your users. When people are active in communication, then not only are they loyal, but they will also share with friends what you send. It is five times more expensive to attract a new customer than keep the existing one – that’s why it’s important to create a great user experience for your loyal customer base.

  • Do not use all capital letters in your messages

When the whole message is written in capital letters, it is considered shouting and can bother your audience.

  • Do not send mobile messages to people who have not agreed to receive your messages

It is an invasion of their privacy. They may not want to communicate with you. On Viber, a brand can get verified Viber business profile and to send official business messages from that account to its clients, but only on the condition that they agree to the privacy policy. So we made sure that brands send – and customers receive – relevant messages.

  • Do not misrepresent your product

When customers find out the truth, they will be disappointed and lose trust in you.

Conversational messages

Conversational messages they are the latest trend in the world of mobile marketing. Marketers are beginning to realize the potential of connecting with customers through one-on-one conversations. Not only is it an informal way of communication, but it contains a specific character, as well as a sense of the naturalness of business. Benefits? The connection with the customers is strengthened, they are given a chance to communicate with the company in a personal way, and all this leads to an increase in the feeling of customer satisfaction.

Conversational messages are usually short and unobtrusive, not an effort for the recipient. Make your messages consistent, relevant, personal and enticing – this is a big change from the traditional, one-way method of communication. Conversational messages are much more appealing than typical, standardized bulk messages.

The latest trends in mobile marketing

In a world dominated by mobile devices, it is essential to think about how you communicate with your audience, and to always be up to date with the latest technological trends. Business messages are one of the newest and most effective ways to connect with customers and promote your brand. They allow businesses to send personal and specifically targeted messages directly to users ’mobile phones. This type of marketing is gaining more and more popularity precisely because it is effective in reaching users. Brands no longer need to ask themselves, “How do we send mass messages?” – no, they have to think about how to make their message relevant and valuable to customers.

One more advantage of business messages is that they are extremely affordable. You can reach a large number of people for only a fraction of the cost compared to other forms of marketing. Also, you don’t need a huge budget to start a campaign – you can start with a small budget and then see if what you’re doing is effective. If you are looking for an effective and affordable way to connect with customers, mobile messaging is a great option.

Feel free to contact us and we will present our services to you.

About Rakuten Viber:

Rakuten Viber connects people – no matter who they are or where they come from. Our global customer base has a range of features such as instant chat, video calling, group messaging, news and discussions about favorite brands and celebrities. We ensure that our users have safe and free conditions to share their emotions.

Rakuten Viber is part of Rakuten Inc., a global leader in e-commerce and financial services. It is the official communication channel of FC Barcelona, ​​as well as the official partner for the exchange of instant messages and applications for calls to the Golden State Warriors.

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Source: ITNetwork by www.itnetwork.rs.

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