Enabling SMS for existing Automated Campaigns
Introduction
BentoBox is an all-in-one platform that helps restaurants build and grow their businesses online. One of its core features is Automated Campaigns, which allows restaurants to create and send automated emails to customers for various purposes such as welcome and promotion emails. However, with the rise of mobile usage, SMS has become a popular and effective way for businesses to communicate with their customers.
As a result, BentoBox has decided to add SMS capabilities to its Automated Campaigns feature.
Project Overview
Problem Statement
Restaurants that use BentoBox want to communicate with their customers in a timely and effective manner. While Automated Campaigns is an useful tool, its limited to email only. Restaurants are missing out on the opportunity to communicate with customers via SMS, which can be a more effective way to reach them, especially
for time-sensitive promotions or urgent updates.
Target User
Restaurant Operator, is responsible for overseeing the restaurant's operations, ensuring quality, safety, and financial management. They may also provide supervision to middle managers to maintain smooth restaurant functioning.
High-Level Pain Point
• Unable to automate diner engagement via SMS
• Would like to increase loyalty and promo redemption
• Challenge in driving repeat engagement + purchases
BentoBox Goals
•Achieve a 39% activation rate for BB accounts with active SMS automated marketing campaigns within 90 days.
•Establish a baseline for driving repeat orders using all types of SMS
automated campaigns after 90 days.
•Increase conversion rates through SMS marketing.
•Boost restaurant revenue through SMS marketing campaigns.
Research
To determine the feasibility and design of SMS capabilities for Automated Campaigns, we conducted user research with restaurant owners and managers.
We also reviewed existing SMS communication tools for restaurants.
From our research, we found that many restaurants currently use SMS communication tools to communicate with their customers. The primary reasons for using SMS
were its immediacy and the high open rate of text messages. However, some restaurant owners and managers expressed concerns about the potential for customers to unsubscribe due to spamming or excessive messaging.
Solution
In response to user needs, we have enhanced BentoBox's Automated Campaigns feature by integrating SMS capabilities. As an additional delighter, we introduced MMS capabilities, enabling customers to include multimedia attachments in their SMS campaign promotions. These features are accessible for the 7, 30, and 60-day automated campaigns, given that SMS functionality is enabled.
Customers have the option to enable SMS messages for their Automated Marketing Campaigns, with only opted-in diners receiving text promos. While the text body message cannot be edited currently, customers can preview the initial SMS and reminder SMS (if enabled). For diners subscribed to both SMS and Email marketing, the initial campaign promo is sent via email. If unused within 24 hours, the campaign promo is then delivered via SMS.
Here's how we approached the design:
Set Up SMS Capabilities In BentoBox
A new tab has been introduced within the Automated Campaigns section, empowering restaurant owners and managers to configure SMS capabilities seamlessly.
SMS Templates
We have established a library of SMS templates designed for 7, 30,
and 60-day automated campaigns.
Customize SMS Messages
Currently, customers have the ability to view a preview of the initial SMS and reminder SMS (if enabled), although the text body message cannot be edited.
Manage SMS settings
To address concerns about spamming or excessive messaging, we added
several settings that restaurant owners and managers could use to manage
their SMS campaigns. These included frequency limits, opt-in and opt-out
options, and message preview and approval before sending.
Email & SMS trigger logic - 7 day Promo Example
Results
The inclusion of SMS capabilities in BentoBox's Automated
Campaigns received positive feedback from restaurant owners
and managers. Following the introduction of SMS Automated
Campaigns, the following achievements were observed
within the first 90 days:
After the release of SMS Automated Campaigns...
• we hit 50% of our target metrics!
• 43.4% of Online Ordering accounts have SMS enabled -
that's 955 accounts in total!
• 4.6% conversion rate from SMS > Order
What's Next?
Since the release of the SMS feature, opt-out rates have
increased, possibly due to the use of a shared short code for
all accounts. Despite having anti-spam measures enabled per account, customers may still receive simultaneous messages
from multiple subscribed restaurants, leading them to opt out.
We will investigate further to determine the cause and work
towards improving the feature to address this issue.