SMS Marketing Case Study
"Localramu founder Santosh Tyagi had consulted Liveair with specific objectives in mind. Their requirements from the partnership were improving churn rate and optimising vendor communication."
Case Info
When Localramu started with Liveair’s OTP API in 2016 - they pushed highly critical, time sensitive service requests and order confirmations. Speed and high delivery rates were key requirements as the company generated a volume of over 100,000 high priority messages daily. With Liveair’s advanced OTP API, they were able to custom add Sender IDs, number of retries, retry operator, duration between retries. The OTP builder tool also allowed them to create random alphanumeric or numeric OTP’s and offered them flexibility to set any length they choose.
Opt-In traffic to the customer base was of much higher count and the priority was data security, response generation and tracking. Click retargeting was instrumental in securing repeat orders and increasing churn rate. With Long URL tracking, returning customers could be identified on the Localramu homepage no matter which traffic source they came from.
- Category :SMS Marketing
- Client :Localramu
- Date :21st Aug, 2017
- Link :www.localramu.com
- Rating :
Case Info
The CEO of Localramu, Santosh Tyagi, made it clear to Liveair. that his chief goals and concerns were:
- Increase service requests month on month
- Lower average order fulfilment time
- Increase vendor registrations in both Bengaluru and Hyderabad
- Increase customer churn
- Significantly increase display branding without inflating budgets
Challenges
While messaging worked as a personalised ice breaker, not being able to track and analyse promotional campaigns meant Localramu were losing out on retaining existing customers.
Fulfillment Time
Delays in OTPs translated to delayed servicing times
Marketing Budgets
Reach and responses were limited by allocated budgets
Convert to Leads
Better lead conversion means happier vendors
Fulfillment Time
Delays in OTPs translated to delayed servicing times
Marketing Budgets
Reach and responses were limited by allocated budgets
Convert to Leads
Better lead conversion means happier vendors
Solutions
On average, an SMS campaign was likely to generate upto 500% more click responses than calls or longcode replies. As short URL was not used, the interaction appeared more genuine due to the branded nature of Long URL which directly translated into higher CTR figures.
Faster TAT
Higher ROI
More Orders
Retargeting
Results
Repeat Order Volume shot up by over 12% MoM, peaking at 48% of gross sales in 2018. An increased retargeting audience was instrumental in building a loyal base helping the company become more stable and predictable both operationally and financially.
Higher Conversion Rates
7.55% CTR
Lower Cost per Acquisition
48% less CPA
And Remarkable Results
290% ROI
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