How OzMobiles uses SMS to drive ROI higher and keep spend low

OzMobiles started like many Australian businesses do – with a lot of hard work and boots on the ground. The company is now one of the country’s most respected specialist retailers of refurbished mobile phones. They procure old models locally, refurbish them in-house and then sell them online.

Tim Duggal wears many different hats as the company’s founder, owner and CEO. He knew SMS had the potential to improve marketing, but didn’t know where to start. That’s when Sinch got in touch.

A growing and ambitious business, OzMobiles was already performing well with its existing marketing and advertising activities, but Tim suspected it could be doing better.

OzMobiles was collecting customer data and Tim wanted to do more with it. He also suspected he was paying for unnecessary tools and services. But with little oversight, he wasn’t sure which activities were delivering results and if there were more cost effective and efficient ways to deliver them.

“As a busy business owner who is doing a lot of the marketing, there’re so many different things that you need to understand, and they just go over your head.

You’re doing the best you can to collect information from customers, and you, of course, want another medium that you can get some more revenue in.”

Sinch’s seamless SMS platform was the solution Tim had been looking for. It added enhanced functionality and transparency to OzMobile’s existing technology stack, maximising SMS efficacy while integrating smoothly with his primary CRM system

The team can put together a message for one or more of their lists, select the sender ID, and add branded links and text. Based on character counts, the system delivers a rough cost estimate so the team can reduce the text and the cost if necessary.

Once each campaign is sent, the platform delivers a comprehensive report. Thanks to a native integration, Sinch pulls OzMobile’s Shopify reporting to precisely quantify the results and ROI. 

“It helps me understand all SMS campaigns, what I’m spending money on and where I’m getting the best return on investment. It just makes my life so much easier to understand it from a higher level.”

When OzMobiles collects more customer information, the platform is updated instantly – it’s connected to Kaviyo CRM, another of Sinch’s native integrations. 

The support from the Sinch team is just as efficient, says Tim.

“Every time we send out a campaign, we log into the platform and create the SMS,” he says. “Then I get my account manager to jump in there and to help me optimise it with the links.”

With the efficacy of OzMobiles’ campaigns tracked through to dollars in the till, it’s easy for Tim to see the impact Sinch has had on the company’s bottom-line.

The results he’s seeing from SMS alone have blown him away. He points to a recent campaign around Valentine’s Day, which directly led to around 100 sales and a “dramatic” ROI of approximately 3,000%.

“Once I started doing some campaigns, I was happily surprised at how much extra revenue I could get in through SMS, which was awesome.”

At the same time, OzMobiles is also spending $10-15K less a year on marketing and advertising – savings that Tim also credits to Sinch.

“It definitely helps me to understand where my budgets are going and how my advertising dollars are being spent, which is super cool,” says Tim. “It’s been great working with Sinch – it just made the whole process so much simpler. Happy days.”