Measuring your mobile marketing campaigns

Measuring a campaign is as important as executing one. It is the tool you use to know if the campaign was successful or not. Measuring your campaigns is the quickest way to grow your mobile database and understand the contribution provided to your bottom line. This blog will focus on a few key ways to assess the basic elements of your campaigns.

Identify campaign objectives

First and foremost, identify the goals and objectives of your business unit and specifically the campaign. Make a list of metrics that are important for your campaign, before it starts. That way, you can set up a measureable campaign that corresponds with your objectives. Defining your metrics ahead of time, keeps you focused on what you need and not get bogged down with the data.

The most common metrics to track are:

• Keywords - It is critical that keywords are clear, concise and visible.
• Delivery days, times – Narrow down the best day & time to send a message to your audience. For example, for an event on Friday evening, are your subscribers more likely to take action if the reminder message is delivered Thursday or Friday morning.
•  Incentivize your consumers – Which incentives are more likely to encourage opt-ins and keep subscribers engaged.
• Message – How best can you use 160 characters to provide value and inspire your consumers to act on the message.
• Drop-off Rate – When there is a series of actions a consumer is asked to take, recognize if there is an obvious drop in participation and make adjustments.
• Redemptions – Monitor how many subscribers took advantage of the value proposition. This may take some coordination with your partners, but it is critical in evaluating the campaign ROI.
•  Click-though – This indicator cannot typically be measured within the SMS message, but can be tracked through your web analytics tool. Make sure that the links sent via SMS are trackable –tools like bit.ly allow you to shorten and track your URLs.
• Cost of consumer acquisition - As you roll out your mobile marketing campaigns, it is vital that you understand the cost to acquire and keep those customers.

Opt-in and opt-out rate:

When the opt in and opt out rates are consistently monitored they help measure many aspects of a campaign. For example marketers can:

•         Gauge the frequency of and content in your messaging campaigns.
•         Understand the lifetime of your text club members.
•        Provide A/B testing on various offers to understand what’s working.
•        Understand the effectiveness of your calls-to-action and promotional efforts.
•       Determine the relevancy the value proposition to your subscribers.

Measuring performance using keywords:

SMS marketing is most effective when promoted across multiple channels. Measure the opt-ins from each channel by providing a unique keyword by publisher and placement. For example, on-air the keyword is JOIN, Facebook JOIN1, website JOIN2 & email JOIN3, twitter JOIN4, banner ads JOIN5, billboards JOIN6, etc.  

·       This is where making liberal use of the SMS marketing keyword is so helpful — the keyword can be customized for specific creative versions, media, or other marketing element, and changed (or new ones added) at any time with the Gravit8 platform.

Lastly, if possible track the first interaction through to the last engagement in the campaign cycle. For example, take the number of people that were sent a coupon during a period of time, redeemed it, and how much traffic and/or revenue those redemptions added to a business. From there, not only can you evaluate the success of the entire campaign but drill down to each step of the campaign, adjust pieces of it and try again.

Good luck with your campaigns. If you have any questions please don’t hesitate to reach out to us at info@gravit8marketing.com or check out our website: http://www.gravit8marketing.com.

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