You jumped on board with text message marketing for your business and saw immediate results. Everything appeared to be going in your favour. Then, you start to notice that your once high-performing program is now generating lacklustre results. If this sounds like your situation, then it may be time to make some changes to rejuvenate your campaign.
Revisit Your Target Audience
When you launched your text marketing campaign, you most likely did research into your target audience to discover their likes, dislikes, and behaviour patterns. You may have already had this information from previous marketing efforts, or you may have performed some market research solely for your texting program. Although the insights you gained initially may have helped get your campaign off to a good start, it’s important to remember that things can change.
Over time, people and products change, which may have shifted your target audience to a slightly different demographic. Alternatively, your target audience may be the same, but some of your methods could be outdated. Conducting ongoing data analysis and market research can help you uncover important customer insights that can keep your text marketing program working well for your business over time.
Review Your Analytics
Looking at campaign data helps you to recognize the weaknesses in your program. For example, data could reveal that you are sending out too many or too few text messages, or the distribution time isn’t optimal. Additionally, you may be sending too many messages that your target audience does not appreciate, leading to them opting out of the campaign. There will always be a certain amount of people who choose to opt out of your campaign for reasons beyond your control. However, you want to avoid losing people because they no longer see the value in your text messages.
Reviewing your opt out rate, opt in rate, open rate, and conversion rate can help you to identify which messages work well and which do not. Use this data to help modify your campaign and boost your results.
Evaluate Your Content for Its Value
One of the most important features of a successful text marketing campaign is that you offer content of value to your consumers. You may have spent a lot of time in the beginning developing the best content to send to your mobile subscribers. However, it can be easy to lose focus once your campaign launches. Rejuvenating your text marketing program may be as simple as evaluating your content for its worth. Remember that you want your marketing messages to be exclusive to the medium. If people can get the same offers from any of your channels, then they will be more likely to opt out of your mobile campaign because the messages no longer are seen as valuable, according to Entrepreneur.
Reassess Your Calls to Action
If your campaign has a lot of subscribers and a high open rate but starts to lag when it comes to conversions, then you may be missing a strong call to action. You need to be clear about the action you want your customers to take, whether it is clicking a link, taking advantage of an offer, opting into the campaign, or attending an event. In addition to being clear about the action, it’s important to create a sense of urgency to entice them to take action. To keep things interesting, use different calls to action rather than always relying on the same one.
Reward Your Subscribers
One way to keep your subscribers engaged and prevent your text marketing campaign from becoming lacklustre is to offer rewards. You do not have to send a special offer in every text message, but you should do so often enough that people want to remain on your subscriber list. The rewards you share do not always have to be in the form of discounts either. You could also create a special VIP program for a select number of your subscribers or offer exclusive access or early access to sales and other events.
No matter how successful your text marketing campaign, it’s important to monitor it and make changes throughout the course so that it remains strong over time. If you find that your campaign is in need of rejuvenation, then evaluate what you are doing, discover your strengths and weaknesses, and make the necessary changes to generate positive results.
Learn more about how to prevent subscribers from opting out of your campaign in this helpful FireText blog post.