HubSpot And MessageMedia Combine For Personalised SMS Integration

Close up of women's hands holding smartphone. Her watching sms, message, e-mail on mobile phone in coffee shop. Blurred background.
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HubSpot has announced it has released a new, in-depth integration with SMS technology provider MessageMedia. This integration will help businesses send targeted SMS messages and tailor promotions based on customer behaviours, all from within HubSpot’s CRM.

The integration brings the convenience of SMS via MessageMedia into HubSpot’s powerful CRM platform, giving marketers a single view of their customers within HubSpot, to enable personalised cross-channel campaigns. Marketers can analyse and personalise communication based on their existing CRM data, automatically log messages and track activity against individual customer records, for a more targeted approach to reach their customers.

“We’re thrilled to be integrated with one of the world’s leading CRM and marketing systems,” said MessageMedia CMO Tara Salmon.

“There are endless opportunities to grow your business using the versatility and power of SMS messaging. Whether you’re sending marketing campaigns, improving sales processes, or looking to drive up customer engagement, HubSpot users can now easily tap into text messaging services without leaving the platform.”

The scope of traditional marketing has changed significantly due to the COVID-19 pandemic. In the past week alone, there has been a 43 per cent increase of marketing emails sent to Australian inboxes compared to pre-COVID, making the cut-through for brands even harder and the importance of personalised communication all the more essential. SMS is a powerful channel to achieve that cut-through, with 90 per cent of messages read within 90 seconds.

HubSpot head of marketing ANZ Kat Warboys said: “Businesses need to be receptive to their customers’ preferences and tailor their experience accordingly. Your customers want information hyper-personalised, delivered via the channels that they prefer, and answers in real-time. SMS allows businesses to be more immediate with their customer engagement and we’re seeing this innovation across the board. Businesses are looking for new ways to adapt and cut through the noise of competitors.”

“We see businesses using more kinds of software, not less, that all need to work together. When this software isn’t in the one centralised platform, it runs the risk of creating data silos and losing important customer information. Bringing a rich landscape of apps into one hub has been something HubSpot has focused heavily on over the last two years. The integration with MessageMedia is a prime example of how a platform can create a stable centre of gravity in your marketing and sales stack.”

Melbourne based online wine retailer, Vinomofo recently implemented the integration to improve their customer experiences and drive higher engagement during the downturn of the pandemic. As a result, Vinomofo saw an additional 50 per cent recovered customers with 120x return on investment.

Vinomofo head of marketing Mariano Favia said: “The MessageMedia SMS for HubSpot app has helped make our marketing even more personalised. We’re now able to target our customers when they want on the channel they want, which has led to increased engagement levels, conversion rates, and a dramatic decrease in churn. Adding SMS to extend our email workflows has helped us achieve a 21 per cent uplift in sales conversions.”

From today, the MessageMedia app will be available on HubSpot’s App Marketplace, which now offers more than 500 apps for HubSpot users.

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