9 BEST PRACTICES FOR USING TRACKED URLS IN YOUR SMS MESSAGES
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1 9 BEST PRACTICES FOR USING TRACKED URLS IN YOUR SMS MESSAGES A DYNMARK PUBLICATION 1
2 Introduction Historically tracking interactions with an SMS beyond its delivery status has been very difficult, which has imposed limitations on the accuracy of ROI and analytics of your messaging campaigns. Intelligent Tracking is a simple solution to this problem, which also gives you the added benefit of being able to drive your customers to a mobile web page. By using the service you can reduce all the links in your SMS to a simple URL with a unique ID appended to the end. The Intelligent Tracking service offers not only a unique, automated and embedded service but also some services which are unavailable from any other service provider: Customisable URLs, which allow you to add your brand to a uniquely tracked URL, increasing trust with the customer Click-through data forwarding, allowing you to share data from clickthroughs in real-time with a third party software or service. Hashtag links, which create a tracked link to a Twitter stream of your chosen hashtag, delivered to the customer as a URL within their SMS. Even though these kinds of technological advances have been made, many businesses are failing to use services which can not only help them deliver a better experience to the customer, but also improve ROI and reduce messaging costs. Based on what our customers have been using the Intelligent Tracking for we have come up with the best ways to use this service to maximise results, so this guide will help you understand those practices too. This document aims to explain how best you should use Dynmark s Intelligent Tracking service to ensure maximum engagement from your consumers and provide a seamless and impeccable service. N.B. only smartphone users will be able to click on URLs in your SMS A DYNMARK PUBLICATION 2
3 1 Customise your URL We understand that when you send out SMS to your customers it is important that they trust the content they are receiving. With that in mind, you can use our customisation service to add a brand prefix to the start of your URL. Simply enter the prefix you would like to use on your URLs and it will be automatically applied to all the URLs by Intelligent Tracking. For many customers it can be difficult to trust a URL that you have not come across before, but by adding a customised prefix you can reassure your customers of the safety and security of your messages. Using this kind of customisation creates instant brand recognition with the recipient of your SMS, especially when used in combination with an alphanumeric originator (a word of 11 characters or less, usually your brand name). City vs. Arsenal tonight at 7pm. Place your bets at now to get the best odds. It is recommended that you use less than 4 characters for your prefix to keep your whole URL under 25 characters and prevent it from occupying too much of your SMS. Example of bet in play SMS with brand customisation A DYNMARK PUBLICATION 3
4 2 Brand it your Own Dynmark s second URL branding option allows you to use a domain you own (not your primary web or mobile domain) and set up complete branded URLs. For example, purchase a short URL using either your brand name or an acronym of it, for example: Shop Example Ltd Primary URL: Potential Tracking URL: This kind of complete customisation requires your ownership of the domain and some tinkering with your DNS. Although, this sounds complicated it really isn t and we will offer support to help get you going. Once you have set up your domain you can use it in all of your SMS, creating a complete and seamless brand experience for the recipients of your SMS. As opposed to receiving an SMS with an unknown URL in it, they will always recognise your brand instantly, thus increasing trust and strengthening your relationship. Thank you for becoming a member of Country style view our latest newsletter & offers at Example of complete branded URL in an SMS We suggest that when purchasing a tracking URL domain, you look for alternatives that are as short as possible. Here are some examples that work well: We also advise that you choose a domain with less than 6 characters including the. to avoid taking up too much space in your SMS. A DYNMARK PUBLICATION 4
5 3 Drive Traffic to Your Website The most common reason we have seen to use a URL within an SMS, is to drive traffic to a mobile website. However, where this often falls down is if the customer is dropped onto the homepage. As with desktop sites, customers will rarely search the site for the content they want, so it is extremely important that you direct them to a relevant page or landing page. In this example, the URL that was originally added to the message has been replaced with a Dynmark URL, this allows you to track clickthrough information via the Cloud Portal. Click-throughs are recorded in real-time and can be tallied with mobile site visits or conversions to understand the true ROI of your campaign. We always recommend targeting; use the URL to drive customers to a specific page on a website where they can access information relevant to the message you have just sent via SMS. Hi Doris, thanks for downloading our latest report. You can read our previous monthly reports on our website by clicking here Example of targeted URL use in SMS One of our retail customers has used Intelligent Tracking in a marketing SMS to drive customers directly to the page on their mobile site where they can find the offers relevant to the message. They have seen amazing click rates of up to 50% on their campaigns driving traffic to the latest upgrade options on their mobile site. A DYNMARK PUBLICATION 5
6 4 Provide More Content Within Your SMS For customers that use marketing, changing to SMS can provide a challenge in ensuring that your message is less than 160 characters. In fact, even well-seasoned SMS marketers can find this limit a tight squeeze; especially if there is a need to include additional information in the message; such as an opt out number, URL or terms and conditions. Many specific page URLs can be very long (e.g. legal or offer detail pages), so your message could end up looking like this. Hello Robert, tonight s Bingo madness starts at 8pm, you could win 10,000 T&Cs apply visit: help.aspx for info. Text STOP to to opt out. Example of long URL used in SMS Our tracking service negates all these problems by automating the translation of your URL into a unique tracked version. 1. It shortens the URL in this case, which of course will shorten the message saving you money. 2. Adding a tracked URL will increase the amount of information you can convey to your customer, by linking to specific content on your site. 3. The translated URL can be customised with your brand name, ensuring that the customer will instantly recognise and trust the URL to click-through. These unique features mean that the resultant message which is sent out, will be shorter, more explicit, easier for the customer to understand and branded. All creating a better experience for your customer. A DYNMARK PUBLICATION 6
7 5 Focus Your Call-to-Action In many marketing scenarios it is possible, if not encouraged to use more than one call-to-action, aiming to create as many conversion opportunities as possible. However, SMS is an entirely different medium, your messages need to be kept short and to the point, and it is very important to make only one specific point that is relevant, timely and necessary. Simplistic, single focus messages are often the most successful with the customer. In fact research has shown that messages containing less than 70 characters return the best results in terms of driving sales. Using a short tracked URL will enable you to target your call-to-action at that link, while creating a short sharp message around it to grab the consumer s attention. Ensuring that your message is pertinent to your customer is hugely important in securing good ROI and driving your customer to a specific target is a great way to do so. Hi Bella, you still have items in your basket from Friday, visit to check out before 5pm and we ll give you 10% off. Dynmark believes in sending the right message, because we can help you target the right audience, with the right message at the right time to maximise the possible ROI from your messaging campaigns. Example of highly targeted SMS. A DYNMARK PUBLICATION 7
8 6 Use SMS to Support Social Campaigns Social Media & SMS messaging are becoming an increasingly dominant force in the world of marketing, as more brands than ever look to target consumers. Social campaigns can reach a global audience instantly, leading to increased engagement with customers. Whilst social provides the channel from which open conversation can take place, SMS can be used to drive traffic to your social presence. Intelligent Tracking will provide you with the ability to drive users, via a tracked URL in your SMS to a Twitter hashtag stream. Any hashtag included in an SMS can be translated into a unique tracked URL, which when clicked on will take the recipient to a Twitter search stream including all tweets with that hashtag. By using timely, targeted SMS campaigns to support your social campaigns you can prompt customers to engage with you on twitter. Send: Hi Matt, tweet us with #brandcomp for your chance to win lots prizes Translated to: Hi Matt, tweet us with for your chance to win lots prizes Example of SMS supporting a multichannel campaign A DYNMARK PUBLICATION 8
9 7 Improve Customer Lifecycle Experiences A customer communication containing a call to action should prompt a response, that delivers value for the customer and reinforces a relationship with a brand. Your SMS message should always have a purpose. By including a call to action in your SMS, you are asking the reader to interact with you. Using our tracking services, you can set an automated forward, so that as the call to action is clicked there is another instant opportunity for a customer touch point. Your sofa has arrived in store. If you would like one of our team to call you to arrange delivery please click Example of data forwarding SMS a call back can be initiated in the call centre when the URL is clicked on and the recipient can be instantly redirected to a landing page with offers or promotions. To ensure that you nurture that first response to a call to action, through to conversion, it is important to setup actions that create regular touch points with the customer and update/prompt your internal systems. Enabling data forwarding will lead to click-through information being forwarded to a system of your choice. This will help you minimise resource time and automate your internal process. You can initiate any kind of further contact from the click-through, such as another SMS, or push notification into your app. You can even push the data through to a call centre, and as in the example below, schedule an operative to call the recipient back. Although this may require some development, in the long run it is possible to save many man hours of work and allow for smoother business processes as well as increased customer engagement and better customer care. A DYNMARK PUBLICATION 9
10 8 Automate Business Processes Many internal processes can be streamlined by enabling data forwarding. Intelligent Tracking can allow you to forward click-through information to any external system, prompting an automated process. A customer approaching renewal could receive a SMS notifying them of the expiry date and proving the option, click here to renew your annual subscription. On clicking the link the reader starts an automated process on an internal system. Using automation it is possible to complete actions such as orders and subscription renewals, simply by clicking a link in an SMS. This will save your business time and money by streamlining responses to customer requests, purchases and orders. Hi Ben, check out this seasons new styles click for your catalogue Example of data forwarding SMS Dear Jane, your annual subscription to Country Styles Magazine ends next month. To continue your subscription please click countrystyles.dyn.co/abc123 A DYNMARK PUBLICATION 10
11 9 Follow Up Campaigns By using the Intelligent Tracking service, you are able to extract unique lead information on each of the recipients that have clicked on your URL. This is a feature unavailable from any other service provider. Personalised follow up campaigns will also increase a customer s feeling of value as they are followed up on the basis that they completed a previous action. This increased targeting will mean you contact only customers that have shown a genuine interest in your product or service, thus achieving a greater return. Once your campaign is complete and your messages have been delivered and clicked, you can use this data to create targeted follow up campaigns to increase engagement with those consumers that clicked on your URL. Hi James, as you have shown special interest in our offer, we are happy to give you an extra 10% off. Use this SMS in store as a coupon. Example of follow up SMS A DYNMARK PUBLICATION 11
12 Important to Remember 1. Choose your Activation Option To activate Intelligent Tracking you need to go to Intelligent Cloud Services within the Cloud Portal and accept the terms and conditions. There are two options to select from. You can choose to activate either Activate Intelligent Tracking for all URLs or Activate Intelligent Tracking for marked URLs only. If you choose the former, the Cloud Platform will recognise every URL included in your messages that starts with or However, if you want certain URLs to remain (e.g. your main domain name) you can choose the latter option and mark the URLs you want to shorten with symbol. Warning: If you do not complete the above your URLs will not be tracked. 2. Branding Options A default dyn.co prefix Customised link with your brand name yourbrand.dyn.co Purchase and use your own domain These three options allow you to vary the levels of branding within your message. You can create a complete brand experience by purchasing a short domain (e.g. bra.nd) or use Dynmark s domain for a simple and equally secure option. 3. Tracked URLs May Not Be Shorter URL Tracking is designed to replace URLs in SMS with traceable versions that can be uniquely tracked. The maximum length for a unique identifier is 6 characters so the unique URL will not be longer than 21 characters. Warning: If your domain name is short (e.g. it may not be shorter once it has been replaced. A DYNMARK PUBLICATION 12
13 Important to Remember 4. Maintained Security We understand that you may want to send secure URLs ( in your SMS as we do. We have built into the service to recognise and honour any secure URLs that are found. This means that when you enter a secure URL (e.g. we will replace it with a secure version (e.g Unique, Single Use URLs When a unique URL is created by the Dynmark Cloud Platform, that URL is specific only to the mobile number it is sent to. No other messages will contain that URL and no other mobile numbers will receive it. This is very important to remember, because it means you cannot reuse the URLs for anything else, without skewing your reporting and affecting your ROI. 6. Own your Brand By purchasing your own domain to use for URL tracking you create a seamless brand experience. It is best practice to choose a short and simple domain, using a shortened or acronym version of your brand name. Warning: you must purchase a new domain that is not currently being used for any other website or hosting. 7. Create Tag Calls-to-Action When tracking the hashtags in your SMS, you need only include the hashtag in the format #myhashtag this will be automatically translated into a URL of your chosen branding option (e.g. It is important that you phrase your message to create a call-to-action around this soon to be URL, in order to avoid confusing the recipient with a message like tweet us with which would make little or no sense. A DYNMARK PUBLICATION 13
14 Dynmark Cloud Platform Statistics Dynmark operates one of Europe's most powerful cloud messaging platforms. Based on linear scaling architecture it has the capability to increase processing power as it is required, so the more you send the more we can send! Intelligent Tracking Facts The Intelligent tracking service is a highly sophisticated service designed to support all our customers, right from SMEs through to global enterprises and so can be used on URLs in millions of messages. There is no need to worry about the system managing any size of campaign. Capable of ingesting 500 messages containing URLs per second 99.5% up time 24 hours / 7 days support ISO 9001 and compliant Cloud Based Online SaaS applications Accessible anywhere anytime Tracking for each mobile number via a unique ID URL tracking automatically embedded into every SMS Free service that is automatically available to every customer Automated shortening and tracking of all URLs Shortened URLs help to reduce message size and save money URLs never longer than 21 characters A DYNMARK PUBLICATION 14
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