You've sent out an SMS campaign and want to know its results? Of course, it's crucial to check the effectiveness of the campaign to compare the amount of investment with the profit gained. After all, no one wants to end up at a loss!
We suggest using the A/B testing method for SMS campaigns.
This method helps evaluate the effectiveness of an SMS marketing campaign by analyzing the success of two different messages.
What is A/B Testing of SMS and How Does It Work?
Step-by-step guide to A/B testing:
- Create two versions of your promotional message (with different texts).
- Divide your recipients into two lists.
- Send one message to the first half of the list, and the other message to the second half.
- Analyze the effect of both SMS campaigns by comparing the number of responses received.
You can use two shortcodes that users can reply to. If that's not possible, you can send the two types of messages at different times to accurately determine which SMS attracted more targeted customers.
After evaluating the results of A/B testing, ask yourself the following questions:
- Why did one message generate a higher response rate than the other?
- Which message generated more calls, inquiries, or sales?
Once you answer these questions, you will understand why one message was more effective than the other. Of course, the difference lies in the text and the time the SMS was sent!
Clarifying questions to help you compare SMS campaigns:
Friendliness. Do both messages create the same level of comfort for potential customers? Which one receives more responses: SMS starting with "Good day!" or "Dear Anatoly Viktorovich"?
Call to action. Is there a motivating factor in both messages? Is it more effective to ask the recipient to call or to visit the website and register?
Keywords. Which keyword in the two messages was more effective? For example, "discount" or "special offer"?
Timing. Did the time of sending affect the results? When is it most effective to send messages?
After comparing both messages, pay attention to the features of the message that received more responses. Use the elements of that message in future campaigns.
This SMS testing method helps you evaluate the effectiveness of your message text. After all, the success of your SMS marketing campaign depends on the content of the message.
A/B testing of SMS campaigns will help you optimize your SMS marketing efforts and increase your business's return on investment.
