The title of this blog post is a bit devious because every marketer — mobile or otherwise — should be data-driven! Paying attention to analytics is the best way to measure the results of a marketing campaign, and to guide you to making smart choices about future marketing strategy. Mobile is no exception.
The wonderful thing about mobile marketing is that there is some really valuable data available at your fingertips, no matter what type of campaign you run. Here are the most important analytics to pay attention to as you dive into mobile marketing.
- Subscriber Numbers
The larger your mobile database, the more potential customers you can reach. The hope is that over time, you steadily grow your database. But if you’ve been at it for a while and those subscriber numbers aren’t growing, look at the following potential issues as the cause:
- What’s your signup offer? Consumers want value, so give them a coupon or promotion.
- How often are you sending promotions? Too many may equal unsubscribes.
- Where do you promote signup? For retail, at the checkout is the best place.
- Redemption Rate
For a given promotion or coupon, you need to know how many people took you up on the offer. Whether it’s a text offer, geofenced coupon, or mobile wallet loyalty promotion, your mobile marketing platform should be able to give you conversion numbers that help you understand the success of a given campaign.
Note: If you use a coupon code via text, ensure that your salespeople know to enter the code into your point-of-sale system so it can be tracked.
What the data you glean from mobile marketing campaigns is invaluable. And realize: sometimes the number of redemptions isn’t the best measure of success. Let’s say you have two promotions:
- Buy one get one free
- 15% off of a purchase
You may see more people redeem the BOGO offer, but you might see higher average transaction numbers for the 15% off purchase. In the long run, you’d rather have fewer people redeem an offer if it means they spend more in your store. Knowing that, you can plan future campaigns to take advantage of this fact. You could even set a threshold amount to qualify for an offer, such as “spend $50 and save $10” so that you guarantee a minimum transaction amount.
- Proximity Conversion
If you leverage geofencing, it’s important to know how many people actually act on the push notifications that you send when they are in close proximity to your store.
Imagine a shopper is in your area and she sees your restaurant’s “free cocktail with dinner” notification. This may be enticing enough to get her to plan her afternoon around her new last-minute dinner plans.
If, on the other hand, you’re not seeing a high conversion, look at the offers to ensure they’re appealing enough. Go big with geofencing offers, since people have to change their plans in order to take advantage of them. You want to make your offer so irresistible that they’d be silly to not redeem an offer.
- Push Notification Clicks
In general, 46% of consumers are open to getting push notifications from brands 1-2 times a day. But your numbers may vary. Pay close attention to how frequently those who opt in to your notifications are actually clicking on them, and which offers they’re clicking on.
You may see that they ignore the promotions you send in the morning, but the ones marked “LAST CHANCE” sent in the evenings always get opened. Allow this data to guide your frequency, wording, and promotions.
Paying attention to results for every mobile marketing campaign makes you a savvy marketer. Just make sure to use that data to guide you in developing future campaigns.