Whether you’re new to mobile marketing campaigns or already include it as part of your marketing stack, measuring success can be tricky. Rather than blast messages to your entire SMS database or push to all of your app users, having a strategy and analyzing after each campaign is essential to understanding your performance. Here are some best practices to help you understand not only what to analyze but also how you can gain insight for future campaigns.
Strategize for Success
You’ve got a message drafted and a visual to go along with it, but that doesn’t mean you’re ready to push send. First, you need to think about how this campaign helps you maximize ROI. Here are two ways to go about strategizing:
Segmentation: Ensure you hit the right audience (at the right time) by segmenting your audience into specific targets and tailoring the content to each. If you’re trying to get infrequent consumers in the door, entice them with a compelling message, or if you’re trying to get brand loyalists to check out one of your new lines, tell them why a purchase will complement an existing product they have.
A/B Test: Testing isn’t just for email subject lines. Send slightly varied messages to your audience to better understand what drives them to take an action. For example, if you want to boost lunch orders at your restaurant, send half your app users a push notification with an image of a food item and the other half a plain text push.
Proximity: Leverage the unique data characteristics of mobile by using location-specific data to message your customers when they are within proximity of your location. This is a great way to drive conversions by influencing behavior when they might be most engaged.
What Metrics to Analyze
Now that you’ve strategized and executed, it’s time to analyze how your campaign fared. Here are some important metrics to review post-campaign:
Opt-out: Did you have a significant amount of people opt out of receiving your messages? If so, review your content and see if you can understand why. Use your findings to better segment your future messages to reduce opt-outs.
Clicks: Track click through rates for each campaign you run to determine a benchmark. If you A/B tested, clicks will give you the data you need to determine which test was the winner, and what you should replicate in the future.
Redemption: If you included an offer or coupon code or you are driving you customers to your website, track redemption rates to understand how that campaign contributed to your bottom line.
Interested in learning more about how to analyze your mobile marketing campaigns? Check out Vibes’ Advanced Analytics product to understand all the ways you can measure success.
About the Author
Rebecca Walker is a product marketing manager by day and amateur chef by night. She loves Chicago summers, yoga, reading, and bulldogs (especially her stubborn Frenchie, Gunner).More Content by Rebecca Walker