Marketing is important. It’s how we drive purchases, create a positive brand image and retain customers. But knowing its effects on sales and ROI is critical. SMS campaigns are said to be more effective than other communication channels, from an ROI perspective. But how can we prove it?
What indicators can I use for my SMS campaigns?
With normal SMS, we know who’s getting what, but that’s all: we can’t track any other information. With rich SMS, it’s a different picture: we know who receives messages, who clicks on the embedded link and what they do once they’ve reached the rich content page. That’s already much more information to help you understand engagement!
And by including a unique code in your rich message, you can even track purchases. This code can then be presented at the check out, in store or online so you can check the statistics directly on your rich SMS platform.
Read also: 5 Tips for a Loyalty-Friendly SMS Campaign.
How do I go further?
Want to drive the performance of your mobile campaign further? By using algorithms, you can do even more with your data and the KPIs you are tracking. This could be behavioral data (from rich SMS), customer data (from CRM) or purchase data (from check out systems).
The results can be presented in micro segments, thanks to the algorithms. By studying all the data given by the algorithm, you can group customers according to their profiles, their behavior towards communications and their buying behavior.
But how does this help?
This new information will help you to plan your mobile campaigns and send different and more engaging messages in line with the specific sub-segments. It also makes it possible to spot segments that aren’t reacting and to avoid putting too much commercial pressure on these customers.
To track all this, you need certain tools:
- A CRM tool
- A Clustering Algorithm
- A platform allowing flow reconciliation (mobile behavior can be taken into account), combining purchase data and customer data
However, having the right tools and data is only the start. The key is to exploit the data as much as possible.
As well as providing a dedicated mobile messaging platform, myElefant can support these kinds of projects. Our expert workshop team is ready to take your mobile strategies further. We can match purchase data with the data you already have to predict who will buy—a bit like automated marketing! For customers who aren’t responding to current campaigns, we can re-work the message and help you get a better result.