How to Measure Success and Impact on Your Business

SMS advertising is now an essential marketing tool. Many companies have adopted it. Firstly, it allows you to communicate effectively with the target audience. Sending SMS messages can also be done on a large scale, which does not always guarantee its success. What are the performance indicators of a commercial SMS campaign? How can its effectiveness be assessed? It is imperative to carry out an in-depth analysis of the data. What are the methods to use?

Measuring the success of SMS campaigns
To assess the impact of your SMS campaigns on your target audience, there are several indicators that you can analyze.

The opening rate
The opening rate is one of the indicators that you can use to determine the progress of your SMS campaigns. It will indicate the number of people who opened their message. It will be evaluated in relation to the number of messages sent.

According to various studies, the SMS open rate is between 98 to 99%. This would mean that almost all recipients open the messages they receive. When this rate is high, it means that your campaign is successful.

The conversion rate
The click rate
The click-through rate is abbreviated as CTA. This is the Call to Action. This rate indicates the percentage of recipients who clicked on the link contained in the SMS. It indicates the engagement of prospects.

The conversion rate
This rate is significant of recipients who have taken an action indicated in the SMS. This could be a purchase, a reservation, a advertising database registration, a quote request or other actions. This key indicator helps determine the financial impact of the campaign.

You can also focus on other rates like churn and bounce rates as well as delivery speed.

Data analysis to improve future campaigns

In order to optimize your next SMS campaigns, you will have to go through different 7 spreadsheet editors to replace excel data analysis processes. There is segmentation which allows you to determine different details, such as geographic location and customer behavior. You will categorize the data according to a specific criterion (e.g. customers in Paris, VIP customers, by age group, etc.). In this way, you will be able to send more targeted and personalized messages. You will have a better chance of achieving your goals.

You can also dedicate a study to the ideal time to send your SMS. There are indeed slots when SMS recipients are more receptive. You will therefore determine the best time to have high opening and click rates.

In addition the content of the messages deserves a thorough analysis

For example, you must determine the type of content that is suitable by ensuring that ge lists you deploy the right keywords, carry out an A/B test to identify the digital content that is closest to your marketing objectives, etc. It is also possible to highlight certain offers rather than others. The goal is to generate more engagement.

All the information and data collected during your analyses will allow you to better choose the right strategy to improve your future SMS. Thus, you will optimize your other SMS campaigns.