Mobile marketing is a must if you want your brand to grow. By 2019, mobile marketing will represent 72% of all digital ad spending in the US. Each morning, the first thing most mobile users do is reach for their smartphone. Capturing this attentive market is a wonderful way to attract prospective customers. But first, you must learn the basics of launching a successful mobile campaign. The experts at myElefant, a leading mobile marketing firm, give you the basic steps and KPIs to monitor.
Map out your message
It all begins with crafting an effective message. In short, target the right message to the right customer. For example, if you want to offer exclusive deals to VIP clients, you should tailor the message to that audience. Or you may want to spur inactive clients to buy again. Trying to re-engage former clients requires an entirely different message than the one you would send to those that are already loyal to your brand. You have to design your message to meet your audience’s needs while keeping your goal in mind!
Pick out the right messaging platform
It is important to be aware that not all mobile platforms provide the same array of metrics. Some platforms only allow you to send text messages: in this case, you can only measure a few actions, such as deliverability. Consider using a platform that allows rich messages. This will allow you to access many more metrics and target your mobile marketing campaign more accurately.
Measure your marketing strategy’s impact
Once you’ve launched your campaign, how do you know it was a success? Thanks to new tools dedicated to mobile messaging campaigns, and the use of rich messaging, measuring a campaign’s performance is easier than ever. Key Performance Indicators (KPI) can tell you whether your campaign caught your customer’s eye or was never opened at all. At every step of the way, no matter what mobile platform you choose, you can gather rich, insightful data on your campaign’s reach. Here are a few KPI that should top your mobile messaging metrics.
Reactivity Score: If you want to start with the basics, consider measuring the reactivity score, which tells you things like “how many people opened the SMS?,” “did they click on the link within the message?,” or “did they navigate through the media?”
Conversion Rate: Once you know customers have actually read your message, you might turn to the “conversion rate” to see how many people bought something after browsing your content.
Cost per Acquisition (CPA): To analyze how well your budget is working, you might find the CPA useful. CPA measures the influence of the campaign budget on actions such as client contacts or products bought. It includes metrics such as “deliverability”, “opt-outs” and “unassigned numbers”. If you want to truly optimize your budget, make sure to use a clean contact base that has already removed these data fields.
Purchase Intention: The purchase intention measures how close your potential customer came to reacting to your message. Paired the purchase intention with the reactivity score to adjust your marketing strategy and increase the conversion rate. For example, by simply tweaking your content’s call to action (CTA), your conversion rate could change dramatically!
Return on Ad Spend: This KPI is particularly useful for a cross channel campaign since it evaluates the impact of each channel individually compared to the whole campaign.
Retention Percent: The retention percent tells you how well you are building brand-loyalty in your customers. When customers do not opt out from your sending base, it indicates that your messages are working and that customers are interested in hearing more from your brand. For example, if you are running an app-downloading campaign, the retention percent can help you determine how many customers kept the app after the initial download.
Ultimately, the best KPI for a campaign are the ones really answering your business needs. Depending on the goal of your campaign, the metrics you use to measure the impact of your message will vary. To accurately envision how a campaign will evolve, managers and their team should use a detailed marketing and CRM tool with relevant performance metrics. The platform built by myElefant provides live statistics that you can consult directly within your own CRM software.