The main goal of an SMS campaign is to stimulate a potential customer to take the desired action. Therefore, you can only talk about the result of the SMS campaign when the potential customer who received the message became interested in the product or service and called your sales department, visited your store, or visited your website. It's crucial to track these specific factors!
However, the main indicator of effectiveness is the amount of product sold or services rendered.
The emotion you evoke in the customer through the text of the message is 50% of the success for a positive response and action.
Tracking the Effectiveness of SMS Campaigns
When evaluating the effectiveness of an SMS campaign, you must understand that it's not just about the customer's action but also how much it will bring to your business financially.
To most effectively evaluate the results of an SMS campaign, you need to regularly track all clients who have contacted you after receiving the SMS. Let's look at the most popular ways to do this.
1 Address Response
Include your address in the message text. Inform the customer that they can receive a discount only by presenting the received message.
2 Promo-Code Response
Add promo codes or any code words in your messages that must be provided by phone, sent in a reply message, or entered on the website by the client to receive a discount, gift, or product purchase.
3 Clickthrough Link
An excellent solution would be to add a link to a pre-prepared landing page on your website that is specifically optimized for mobile devices.
If such a page is not available, you can place a link to a regular page on your site. In that case, make sure the landing page displays correctly on various mobile devices. This can be tested with online services, for example, this one.
Tracking the number of clicks on the link is easy.
Tracking Clickthroughs Using Google Analytics and mbzn.co:
To track the click statistics, your website must be connected to Google Analytics. The landing page of your site must include the tracking code for this analytics system.
To display the click statistics report, you need to tag the link to your site using UTM parameters. This can be done using the special tool – Google URL Builder. Here you can specify various parameters. For example, if it's a targeted campaign, you can specify: campaign name, city, message text, etc.
You can shorten the obtained link using URL shortening services, such as mbzn.co.
To use the short link service, register on the Mobizon website and in the Control Panel, select the “Short Links” app. It also provides detailed statistics on link clicks.
IMPORTANT! If you use another link shortening service, test sending SMS with the short link before mass mailing. Currently, mobile operators BLOCK messages with short links generated by Google's URL Shortener service.
Next, add the link to the message text. After that, you will be able to see the number of clicks to your website from the messages, conversions, bounce rate, and other user behavior information in the Google Analytics report available under the Acquisition → Campaigns section.
By applying these 3 methods, you will be able to track the effectiveness of your SMS campaign. By tracking calls, website or store visits, and linking customer inquiries to specific discounts and gifts, your business will increase its profitability.
What Affects Potential Client Response?
There are many factors that influence whether a person will take action or not. Since advertising is a direct influence on the client's psyche and emotions, it's very important to understand what people react to.
Therefore, it's important to:
- Send messages to the target audience – the quality of the mobile phone database.
- The advertising text in the SMS and the value of the offer you're making to the client.
- Have calls to action.
- Include contact phone numbers, an address, or a link to your website.
Attention! If your message doesn't include address details or a contact number, and you've minimized the number of characters to reduce the cost of sending, be sure that such a campaign will have a 0% result.
Calculating the Effectiveness of an SMS Campaign. ROI
It's very simple! Calculate the profit you received after running the SMS campaign and divide it by the amount you spent on sending the messages themselves.
