If a link to a website or online store is of interest to users, they will click on it more often.
Conversion Rate
Reflects the proportion of people who performed the target action.
Conversion Rate Calculation Formula
Example
You sent out 1,000 invitations to an online webinar. Of those latvia b2b email leads who received the message, 50 clicked on the link and watched the webinar. The conversion rate was 5%.
Return on Investment (ROI)
In the context of SMS mailings, it refers to the evaluation of the effectiveness of the costs of this marketing strategy. The metric measures how successfully SMS returns the invested funds (generates profit).
Decrease in performance indicators at different stages of mailing
The usual sales funnel formula will help you track the effectiveness of SMS mailings and identify errors. It will consist of the following stages:
Contacts in the database.
Number of people who received SMS.
Clicks on links and other elements of the letter.
Purchases made, applications completed, etc.
At each stage, the number of target customers will decrease. There are a number of reasons for this.
Low delivery rate
Means that there is a certain number of inactive subscribers and it is necessary to "clean" the base. Many numbers may be blocked or lost. To improve this indicator, it is recommended to perform HLR cleaning. This will allow you to select the relevant segment of contacts and avoid wasting your budget on sending messages to those who will not receive them.
Messages are not opening
Low open rate means that your SMS are not interesting to recipients and they simply ignore them. Factors that will help to correct the situation:
Consider the interests and needs of your recipients.
Example
You sell hair care cosmetics. Your target audience is men and women aged 14 to 50.
You have launched the production of shower gels and want to attract attention to the new product using SMS. In this case, the mailing can be mass, since shower gels are necessary for both men and women, both adults and teenagers.
However, if you decide to create a line of shampoos for children, then your target audience will narrow. Most likely, these will be customers aged 25 and older.
Text size. No one wants to waste time reading long messages and trying to understand what they are about. It is important that the main idea is clear from the first lines.
Low click-through rate
Make sure your message makes it clear what exactly the customer needs to do: go to the site, register for a webinar, etc. Also consider the following aspects:
The link appears active to the user and can be clicked to go to the desired page. Active links are usually underlined or change color.
Check that your link can be opened in popular browsers (Google Chrome, Mozilla Firefox, Safari, etc.).
Follow these recommendations and track the effectiveness of SMS mailing at different stages. This way, you will be able to adjust your strategy in time and increase conversion.