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Esendex: Going Beyond Conventional Marketing with SMS
“If utilized effectively, SMS can prove to be a very powerful marketing tool in today’s mobile-focused landscape,” says Mark Van Zuylekom, General Manager of Esendex. Nowadays, SMS is seen by many as a marketing tool, and with 35.5 percent of SMS sent out for marketing, according to ‘The State of SMS’ report, they’d be right. However, for Esendex customers, 50 percent of SMS are transactional and operational messages that range from delivery information, confirming appointments, internal communication, like sending out alerts to staff and setting rosters. Australia-based Esendex provides robust SMS services that help companies around the world communicate with their customers and stakeholders.
Founded by two developers in 2001, Esendex has always had a consistent focus on technology and delivery. The firm’s online SMS platform is extremely user-friendly and utilizes a self-serve scenario. This allows users to send, schedule and easily track SMS messages on their own. “The platform is built on performance and capability, and this is key as it means that delivering on your promises and your SLA is paramount,” asserts Van Zuylekom.
Esendex’s focus on ease of use is further demonstrated by the APIs that it provides to help its clients integrate with its platform. The straightforward APIs, and easy to follow instructions and SDKs ensure that the customer engagement process is as seamless as possible.
Although the company was originally built around SMS, it has since added a lot more products, owing to the customers’ rising interest in multi-channel options, for SMS, SMS surveys, voice or email, or mobile landing pages. SMS is the ideal call to action and Esendex has the ability to combine four SMS together increasing the character limit to 612. That said, it is still limited and the text only nature is not designed for extensive instructions. This proved to be the major reason for Esendex’s decision to move away from just being an SMS provider and focus on providing business communication. As a result, the firm has added a whole range of new products to its portfolio to make sure that it is always able to support customers.
Esendex facilitates mobile journeys that can be triggered by links embedded in emails or SMS. They improve customer engagement by removing any distractions and difficulties by emulating app-like circumstances on micro-web pages. For simple single-purpose call to action campaign, the firm’s tastefully designed SMS landing pages would be more suited. When the SMS recipients click on the URL, they are taken to a mobile-first landing page where they can take the required action. During the recent Black Friday campaign, a pizzeria client employed Esendex’s landing page solution to differentiate itself from the myriad of other SMS offers that were being sent out to customers. The SMS was designed to be viewed on a smartphone with call-to-action buttons to drive customer engagement. The SMS exploited the preview feature that Apple and Android devices have introduced when links are included at the beginning or end of the messages. As a result, the pizza shop was inundated with orders and was almost unable to fulfill all that came through. This is what Esendex is aiming for— taking traditional channels and making them better by incorporating features from smartphone manufacturers.
Esendex was recently acquired by a leading technology investor that owns a number of SMS companies, a move that drastically increased its global reach. The firm is constantly looking for ways to find the next effective communication channels and has invested heavily in IP messaging and Rich Communication Services (RCS) to move ahead in that direction.