Even though more people are spending time on their mobile devices, such as phones and tablets, reaching target audiences with mobile marketing communications still remains a newer territory for many organizations. Even though conversational marketing has been described as the next storefront experience, getting started isn’t as simple as sending text messages to customers and hoping for a desired response. It all begins with a well planned mobile marketing strategy and clearly defined performance goals and objectives. But how does one know what ”good looks like” when just getting started?

Established benchmarks aren’t always available to fully understand what good performance actually looks like. Adding further complexity, mobile marketing programs aren’t the same across businesses, even in the same industry. Some organizations may look to acquire subscribers quickly while others may prefer to improve their retention rates. Knowing how to clearly measure and define a mobile marketing program’s success upfront is key to understanding overall program performance.

For example, some marketers will want to evaluate if, and to what extent, customers are engaged when receiving brand messages through the personal touchpoint of a mobile device. A few key areas to look at are:

  • Open rate of text messages vs. emails
  • Average response time to SMS messages
  • Conversion rates and sales
  • Change in mobile customer opt-ins

What is mobile messaging?

Mobile messaging includes a variety of mobile channels, including SMS, MMS, Mobile Wallet, and mobile app Push notifications to provide a targeted and personalized way for companies to connect their brand directly with current or potential customers or other stakeholders.

What are the benefits of SMS mobile marketing?

According to the Pew Research Center, 97% of American’s now own a cell phone and are connected while on the go. This growing level of connectedness offers many befefits:

  • Personalized, one-to-one consumer interaction with stronger engagement, resulting in higher open rates and faster consumer action or response
  • Increased interest and product demand, with conversions that could happen at scale
  • Timely updates that are sent and received almost instantly
  • Deeper customer analytics for enhanced customer progressive profiling
  • More direct avenue to revenue, rather than advertising with a tech giant, such as Google or Facebook
  • Two-way conversions to handle responses, with data that can be used for the next campaign
  • Since each customer may be at a different part of the customer journey, with the right technology, text marketing allows you to spot the differences and offer a tailored message
Image Example: Twilio Technology for text marketing

Relationship development success with mobile marketing

According to Braze, the leading comprehensive customer engagement platform that powers interactions between consumers and brands they love, for marketers looking to gauge the success of relationship building with their mobile app users, it really boils down to quantifying engagement. While there’s a range of metrics and KPIs to help mobile marketers determine what’s working and what needs to be reimagined, here are some that should be top of mind.

  • Retention Rate: This is arguably the most important KPI for mobile marketers. This will help you understand if, and when, churn is happening so you can start to reduce it. After all, you can’t engage with users who aren’t using your app.
  • Churn Rate: Keeping track of churn rate lets mobile marketers monitor the other side of the equation for a fuller picture – i.e., how many users are actively departing your app in a certain period.
  • Monthly and/or Daily Active Users (MAUs / DAUs): Understanding how many MAUs you have, supplies a general sense of what your engaged audience looks like. To go deeper, knowing how many users engage each day with their app gives them a view into how many highly engaged customers they have. Downloads are one thing, consistent use is where real engagement bears fruit.
  • Customer Lifetime Value (LTV): Once a user has downloaded and opened an app, there’s still another step in that process that will lead to value and revenue generation. Called customer lifetime value, or LTV, it looks at how much value can be generated from the average user over the course of their time spent as a customer

In terms of the tactics used to boost engagement and optimize these performance KPIs, Braze has seen a lot of their customers have success when leveraging in-app messaging and cross-channel experiences as a central component of their campaigns. For example, Tim Hortons used in-app messaging (IAM) to quickly gamify their app around the NHL playoffs, pushing a hockey-related promotional game live in only 4 weeks. By mimicking the look and feel of Tim Horton’s app within an IAM that housed the game, they kept users in the app environment rather than sending them to a stand-alone presence elsewhere, meaning authentication and any other personalization data gathered by the app could be seamlessly carried over. More recently, Braze supported HBO Max in driving a 600% increase in clicks through an interactive cross-channel campaign that leveraged in-app messages to deliver curated content recommendations based on zero-party customer data. Engaging users based on their preferences also drove a 3.36% lift in viewership of the featured recommended titles within the campaign, and a 3.12% lift in session starts for HBO Max.

To get mobile right, brands need to be focused on building relevant and memorable experiences for customers. As consumers spend increasingly more time in front of screens, we will continue to see a unique evolution of mobile strategies where authenticity and creativity will rule.

Audience Acquisition KPIs

One marketing goal that will be continuous for any marketing team is achieving mobile audience growth and connecting with consumers through their preferred method of communication. A multi-channel approach to audience acquisition, by leveraging social media, web pages, email, and in-store signage, along with having prominent and incentivizing Call-to-Actions (CTAs) can help maximize these efforts.

  • Audience Growth Rate: Percentage change of total subscribers over a specific time period.
  • Opt-ins: Total number of consumers that join a brand’s text program over a specific time period, typically by texting a keyword,
  • Opt-in Confirmation Rate: The percentage of consumers who, after starting the opt-in process and receive a text pm, confirm their opt-in.
  • Opt-Outs: Total number of consumers that exit a brand’s text program over a specific time period.
  • Opt-Out Rate: The percentage of consumers that exit a brand’s text program at a given time.
  • Broadcast Opt-Out Rate: The percentage of recipients of a mass text that opted out in direct response.
  • Disconnect Rate: The percentage of subscribers who have been automatically opted out from a subscribe list by carrier disconnect.

SMS Marketing KPIs

  • Mobile Attributed Revenue: Revenue that is credited to mobile channels following a company’s established lead and sales attribution models.
  • Buyer Retargeting: Automated messages that are sent to consumers based on their past purchases and browsing activity
  • Click-Through Rate (CTR): The ratio of consumers who click on a specific link in a message to the number of total consumers that receive the message.
  • Conversion Rate: The percentage of consumers that purchase through the specific link they received in a text message that they clicked on (e.g. consumers who end a web session and abandon items in their cart before buying, but after receiving an automated text message click on a link back to the cart and purchase).
  • Revenue Per Message: Average gross revenue generated by each text message sent.
  • Revenue Per Subscriber: Average gross revenue generated by each subscriber of a mobile program list.

Engaging with customers with the right message at the right time can ultimately result in greater revenue and performance results. When SMS mobile marketing is done right, you’ll be able to create an ideal customer experience. Text messaging not only helps drive conversions, but also helps spark new conversations and builds lasting customer relationships.

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