After a year of living through a pandemic, mobile consumers are more ready than ever to interact with the brands they love. As mobile engagement by brands continues to grow because of its effectiveness as a marketing channel, one of the most important measurements to consider is conversion. Click-through-rate (CTR) is a main indicator of success for a mobile program; however, it is also important to view conversion and engagement from a subscriber level perspective. If a brand has a great CTR, but only a small group of subscribers continually driving it, then resources are potentially being used on a larger group that are unlikely to take action based on a brand’s mobile messaging. Driven by Vibes’ core value of ‘always be learning’, we were curious to explore the segments of our top customers’ marketing lists that are driving their engagement, and how this behavior may have changed over the course of a turbulent year.
To begin, we took a look at the current mobile marketing audiences of Vibes’s top retail and restaurant brands. Among their current mobile subscribers, we measured the percent of subscribers that have interacted with at least one hyperlink within a message received in the last six months, using Vibes unique trackable URLs. We then considered the same subscriber audiences exactly a year prior, with the same six-month measurement period. Comparing the audiences of March 2020 to March 2021, the results showed a significant increase in the percentage of active subscribers of 48%, signaling booming consumer engagement in the wake of the 2020 global pandemic.
Overall, the observed brands saw 21% year-over-year audience growth. When growing by such a significant number of subscribers, there is a risk that new subscribers may be looking to capitalize on a welcome offer and will ultimately decrease interaction with subsequent messages in the coming weeks. Or at times, consumers may no longer be interested in marketing messages, continuing to exist in subscriber lists without ever interacting. Yet, Vibes data revealed the opposite. The results we found show that more mobile customers are interacting and are doing so more often.
When comparing March 2021 subscriber lists to March 2020, we found a 48% increase in the percentage of customers that interacted with at least one link in the prior six months. This increase in interaction was not limited to one-time conversions. We found a 44% increase in the percentage of customers that converted more than once, as well as a 33% increase in those that converted five or more times. These results indicate that mobile customers today are more likely to interact with a message than they did a year ago, by a significant amount.
What these results really show is the increasing value of a mobile audience for consumer engagement. Effective customers across Vibes base focus on building large, high-quality mobile audiences. The most successful brands recognize that while it’s important to rapidly acquire new audience members, it’s even more crucial to focus on steady, quality growth to ensure high engagement and customer action. This involves developing and deploying several streams of acquisition and you can learn more here.
As resources tighten, the more important it becomes for marketing channels to be effective in converting more customers, in order to drive the bottom line for any business. This brief examination of the continued growth of mobile engagement’s ability to reach more people over the course of a year shows the ever-increasing value of the channel in an ever-changing marketing world. Looking at 2021, as marketers work to recover from the pandemic’s impact, mobile is the best channel to impact consumer engagement and improve ROI.
- Despite a turbulent year, mobile engagement has increased, with more consumers interacting more often.
- Marketers looking to recover from the pandemic should invest resources into growing a mobile audience to increase consumer engagement and improve conversion.
- Brands starting or expanding their mobile engagement efforts should ensure URLs are trackable and enable reporting over a period of six months to test effectiveness.