The fight is over!
Prior to Viber Business Messaging, marketers have had two main choices for an outbound campaign, SMS or Email. On the one hand, SMS has very high open rates (>95%) with the added bonus of immediacy – but the content is just boring text and it’s hard to get engagement. Email has evolved to become incredibly rich and even interactive – but spam filters and inbox overload have reduced its effectiveness. Email suffers from low open rates (<20%) and a reputation for potentially being risky to click links
“Now along comes IP messaging and it seems like both email and SMS are just months away from being consigned to the scrap heap along with snail-mail, pagers, and the landline telephone.”
So IP Messaging is Nirvana?
Well not so fast!
IP channels all exist in their own “walled gardens”. Everyone has their own favorites. Messaging providers all think they can be “the one that wins the world” so they bet on their own platform over all the others. So there’s no way to reach all consumers through one channel over IP. RCS backed by Google may be one possible future universal channel but Apple are focused on their own Apple Business Chat, and the overall landscape remains fragmented, with no obvious consolidation aside from a possible future linking of the Facebook Messenger – WhatsApp – Instagram trio.
Added to this, messaging providers want to protect their installed consumer base so they are very careful to control the content that can be sent over their systems. They are terrified users will get annoyed by spam and uninstall their app.
Some IP channels also make things more difficult for marketers by using ID’s to identify consumers rather than mobile numbers – this means that your painstaking work building your opted-in base may not be helpful for those channels.
Finally, messaging companies have been slow to provide access to their systems via API – this has meant very limited options in the past to send via their channels. Often the only available access was using bots that don’t fit well with a marketing campaign model.
OK, so I need to stay with SMS and Email?
The good news is that finally there are other options starting to open up with Viber being at the forefront.
- Viber is one of the IP chat apps that retain mobile number as an identifier for their end-users. This is great for your business since it means your existing opted-in base can be targeted for campaigns.
- Viber business messaging has a pay per message model – you don’t need to get tied up in complex subscription plans or revert to a Google ads type budget model.
- Viber offers all the features you need to present your brand or product in an engaging way.
- Viber has a large installed base with more than 1 billion users worldwide. With 30% of their users in Asia, particularly in the Philippines.
- Many providers now give “omni-channel” sending options so if the recipient can’t be reached via Viber a fallback message will be sent via SMS.
Best Ways to Integrate Viber to your Outbound Campaign Strategy
Promotexter makes Viber Business Message available through an easy to use platform!
Promotexter has launched Viber as a new channel in their richly featured SaaS campaign platform. To try you can sign up for free then immediately test SMS, Email, and Viber (with SMS fallback of course).
Read more on our website
Views expressed are the opinions of the author and may not fully represent the views of either Promotexter or Viber/Rakuten
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