There is no doubt SMS marketing is one of the best ways to grow a business. Text message open rates are as high as 98% and an average message is read within 4 minutes of receipt. There is also the fact that most people have their phones with them all the time. In addition, compared to other marketing channels, text is relatively cheap. This clearly makes text marketing medium of choice for anyone eager to grow a business.
However, not many marketers can tell the specifics of their last campaign. Why? Most don't know how to measure. And without measuring you can't know what is working and what is not. You can't tell what to drop and what to give more weight. Measuring the campaign metrics is absolutely crucial. Here are some tips...
1. Pr- launch metrics
Before any campaign one must know the purpose and standards of the campaign. Then get the current data available. Set off and determined what you will do with the data that will be collected at the end of the campaign.
2. Subscriber List
A subscriber list is crucial to your survival online. And it is important to know where your subscribers come from. What brings them to you and why. Before the launch of the campaign, you will check and analyze your subscriber base. Then, go ahead and launch the campaign. The following 4 items are the things you will need to measure with accuracy when it is all over.
3. New Subscribers
A campaign is successful if it brings in the desired number of new subscribers. Even more important is to determine their sources. Find out if subscribers are harvested through the campaign or as result of your friend's recommendations. This will greatly help in future campaign and decisions related to SMS marketing.
4. Opt-Outs
Well, opt outs are a sad reality of business. You can't have opt ins without opt outs. However, measure opt outs carefully. Learn why people opt out. This will help you improve you deliverables. In addition, find out how many people opt out immediately after the campaign. A possible indication they could have felt duped.
Other important opt out metrics include, demographics, opt out patterns and the overall growth rate of your campaigns. Incidentally, it is illegal to deny any one an op out or make it unnecessarily difficult. So let them go and thank them for their support.
5. Subscriber action
A subscriber action is not an easy metric to measure but it is important. When you send out a text message, you would be interested to know how people react. For instance, it wouldn't be important to know how many people visit your website, call for more information, forward the text to friends and those that visit the social media sites.
6. Sales
No doubt most campaigns are ultimately aimed at changing the bottom line. SMS marketing metrics that would be of interest are like
· The number of people who bought as a result of the SMS.
· The average sales per SMS?
· People who bought after a visit to a store or website in reaction to the message.
· The return on investment.
Mary Wilhite is a Mobile Marketing Specialist, also known as the Mobile Marketing Queen. Teaching small businesses, entrepreneurs, and internet marketers how to attract better customers with mobile marketing devices. Get more of her mobile marketing tips, tricks, and strategies today. Just click here http://www.easymobilepaycheck.com/mobile-blueprint/
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