What’s a marketing campaign without a plan and a review of the results? It’s a shot in the dark. When you launch your SMS marketing campaign, you should not only plan, but also select the important KPIs to measure results. KPIs are “Key Performance Indicators” or the metrics you use to track performance.
Which ones should you track? It depends on your goals, but we list here some of the metrics we think are essential to track for almost any SMS marketing campaign.
The delivery rate is the percent of messages that were successfully delivered to your subscribers. From provider to provider, delivery rates can vary. Often the factors that influence delivery rates include list size and message frequency. We guarantee high delivery rates for all of our campaigns. According to our latest stats, our text (SMS) coupon delivery rates are often 95% or higher.
The opt-in rate tracks how many new subscribers sign up for your campaign. At Momares, we like to track how many people subscribe to your lists so that you can plan strategies for growth.
If your campaign messages include a URL, you should track the click-through rate on this URL to measure engagement with your campaign’s content. The click-through rate is only an applicable metric if the campaign happens to include a link. If your campaign does not include links, you will need to find another way to measure response, such as the redemption rate.
The opt-out rate measures the number of subscribers that opt-out of your campaign. It can give you an idea of how your subscribers respond to individual campaigns when it comes to opting out. A higher number of opt-outs in a short period of time means your campaign is likely not resonating with subscribers in terms of value.
If you send coupons via your mobile marketing campaign, we recommend you also track the redemption rate. The redemption rate refers to the percentage of coupon codes that are redeemed at POS or point-of-sale, versus the total number of coupons that were delivered to your subscribers.
Planning and Audience Segmentation for Better Results
By taking advantage of audience segmentation, you can determine which groups are the most responsive to the content of your campaigns. Personalization of your campaign messages can also help to improve response rates.
Before you get started, you should outline your goals for the campaign. Setting goals will ensure the right metrics are tracked.
Want to learn more about selecting the right KPIs for your mobile campaign? Contact us or call us at (305) 505-5393 for help with setting up your (SMS) text message marketing.