At this point, you’ve educated your client, implemented text messaging and configured the key settings, set the initial strategy, and text message flows are sending. Now, your task is to maintain what works and iterate new strategies over time to help your client optimize every text message marketing dollar. Every quarter, you should conduct a text message strategy audit to Identify areas of opportunity. Below, we’ll cover some quick tips on making incremental improvements on the major text messaging KPIs.
For a full account audit guide, make a copy of our interactive text message Audit Guide workbook.
Increase click rate
- Send campaigns to a text message engaged audience or SMS VIP audience.
- Be sure campaign sending schedule is staggered based on engagement.
- Keep the calls to action clear and enticing using tactics like discounts, sales, new product releases, or VIP/loyalty programs.
- A/B test messaging with dynamic content or new CTAs.
- Utilize unique coupon codes.
For more strategy ideas, check out our guide on text message marketing strategies.
Increase conversion rate
- Confirm you are adding a link to every single text message.
- Confirm that the link shortening box is checked when adding URLs to text messages.
- Make sure your client’s checkout page is optimized for mobile.
- Test offering incentives.
- Utilize a direct link to the product description page for frictionless shopping.
Decrease unsubscribe rate
- Review frequency and timing of text message campaign sends.
- Don’t send more than six text messages per month to an individual profile (to do this, build a segment that pulls customers who have received more than 6 text messages in the last 30 days, then exclude this segment).
- Only send texts during business hours.
- Send campaigns to smaller, more engaged groups of text message subscribers.
- Explore new ways to segment and tailor messaging to make it more relevant.
By optimizing these three areas and maintaining a solid foundational baseline for metrics, you can build trust with your client as they see proof of success in text message revenue. This will give you the chance to upsell your client into a larger retainer or larger package; you will be able to recommend more advanced implementations, such as third-party integrations, new flows that utilize data from integrations, and more targeted campaign segmentation (which means more campaign sends).