In the segment of retail pharmacy chains, where turnover and customer activity directly depend on timely information, any delay in communication is expensive.

Especially when the network has thousands of outlets and operates according to a single schedule of marketing campaigns.

The initial task

The client needed to send more than 1,000,000 advertising and informational messages per month. The transition from the previous provider required the rapid transfer of all traffic without interruptions in communications.

Decision

The project was built on the Unibell cloud platform, where mailing management is possible from a single interface. 

The key step was the rapid transfer of traffic from the previous service. Automatic routing has been set up for this purpose.

Results

• stable sending of more than 1,000,000 SMS per month without failures;
• reducing the labor costs of the marketing team by 23%.

What is important for companies with branches in different countries

If the network operates simultaneously in Russia and Kazakhstan, it makes sense to consider a single IT infrastructure for mailing lists that takes into account:

• the specifics of the work of national operators;
• requirements of local regulators.

A single cloud platform allows you to run synchronous campaigns in multiple countries, minimize delays, and monitor results from a single interface. This approach is especially relevant for retailers who simultaneously launch promotions in both markets and want to maintain a single information rhythm for all customers.

Typical errors when scaling SMS campaigns

1. The sending time is incorrect. The schedule needs to be adapted for different time zones.
2. Ignoring local restrictions. Some countries have strict limits on the volume and content of mailings.
3. Lack of testing. A mass launch without an A/B test can result in a loss of conversion.

SMS mailing is a complex IT task with legal, technical and operational nuances. The larger the network and the wider the geography, the higher the cost of mistakes, and the more important the architecture of the solution.