Measuring the results of your campaigns is a key habit that all of the most successful SMS marketers have, and there are far too many people out there who don’t do it. Proper measurement of a campaign helps you to judge how effective it has been, so you can determine whether your methods are bringing you the results and the return on investment that you’re hoping for.
Our Messenger platform comes with full reporting direct from the mobile networks, so you can see the delivery status of your messages straight away. Unfortunately, one of the things that the phone networks don’t report on is whether or not the recipient opened your text message. Research from Ofcom shows that typically, 97.5% of texts messages are opened within five seconds of being received, which is very good news, but often it’s not enough to know that your message has been opened, you need to know whether your message caught the recipient’s attention.
So how else can you measure interest?
Messenger comes with a host of features that can help you track the interest of your message recipients. One method is to include a short link in the body of your message, directing people to your website. If you haven’t got a website or landing page you want to use, you can either create one using the free Mobile Web Page tool or simply insert an attachment instead. All short links generated by Textlocal are fully trackable, even those going to your own website, so you can see exactly how many people tapped through to view your link. If you want even more detail, you can even see what sort of phone your customers are using to view your link, helping you to optimise what you send in future.
If you’re sending out offers and promotions, another method is to use the Mobile Vouchers, Tickets and Loyalty Cards feature to control and track offer redemption. Use this tool to generate unique voucher codes to include in text messages, or create branded voucher web pages for your customers to view. By linking one of these vouchers to your offers, you can track exactly how many people have purchased as a direct result of your campaign, including times and dates of redemption.
Whatever and however you measure, keep track of your results. You can use these to inform your strategy for future sends, make sure you’re creating the content your contacts want to see, and ensure that you’re getting the most from your marketing investment.