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121 posts categorized "SMS Marketing Ideas"

July 21, 2014

3 Effective Negative Marketing Strategies

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Though it must undoubtedly be tempered by positivity and come attached with something of real value to the consumer, ‘negative marketing’ can be one of the most compelling ways to engage an audience. Whether it’s self-effacement, common enemies, or simply a list of the wrong way to go about things, spinning the ever-sunny face of web and mobile marketing into a scowl can work wonders for driving traffic.

Almost every industry should consider using it as part of their mobile marketing tactics, but many companies are hesitant to adopt such a potentially risky strategy. Last week we looked at the reasons why negative marketing, when done right, is so effective. Today, examine a few specific negative marketing methods…

1) Negative Titles

One only has to spend five minutes looking at clickbait headlines that pepper the web to spot two common patterns. One tactic is something we like to call ‘Inducing Incredulity’ – those titles that read ‘You Won’t BELIEVE What Happened After This Cat Ate Spaghetti’ or ‘This Free Weight Loss Method is HATED By Doctors.’ The pot of gold promised at the end of those link rainbows is always profoundly empty, and you’re left kicking yourself for trusting any content with such a profligate attitude to capital letters.

The other common – and far superior - approach to headlines is to present articles from a negative angle. Let’s say there’s a news piece about crime statistics in the United States, and you have a choice of two headlines: i)’Most Crime-Free Cities’ or ii)’Worst Cities for Crime’ – the content is precisely the same, but guess which title will generate the most clicks? It works just as well for lifestyle advice articles. Instead of ‘How to Roast the Perfect Chicken’ go for ‘How to Get Roast Chicken Wrong’. It may not be the most flattering comment on human nature, but the fact is, negative headlines translate into more clicks.

2) Shared Experiences

Creating brand loyalty relies on bonding with your audience, and one way to do this is by sharing negative experiences with them. If you can tap into an emotional touchpoint in an unexpected way, your reader will think of you as less of a corporate powerhouse and more of a friend. This is an especially effective mobile marketing strategy to launch your campaign with, as it puts you on an even footing with consumers, letting them know you share their pain. However, once you’ve created that bond based on shared negative experiences, it’s important to shift the tone to more positive, solution-oriented content.

3) Self Effacement

Nobody likes a braggart. That’s as true for businesses as it is for individuals, and whilst every company needs to ‘big themselves up’ in some way, a touch of self-deprecation is a really attractive way to get attention. Sharing your mistakes will make you seem more human, plus, if you do make a slip up, you can be the first to condemn yourself (before the blogosphere pounces). As long as your product or service is unimpeachable, you can afford to poke a little fun at your logo, CEO, or recent advertising campaign. 

July 19, 2014

From Zero to Hero: How Mobile Revolutionized Planet Marketing

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Mobile marketing has gone stratospheric since the advent of the smartphone, but it’s been around in some form or another for more than 20 years. SMS messaging gave marketers a whole new channel to pursue during the 90s, when cell phone ownership first became widespread. Now, with text messages the most commonly read form of communication, advertisers are cautiously rediscovering the possibilities of SMS marketing.

But mobile marketing is about much more than SMS. The smartphone age has seen to that by putting the power and connectivity of a desktop computer into the palms, pockets and handbags of almost everyone in the western world. Some inroads were made into serious, non-SMS mobile marketing tactics during BlackBerry’s first flush of success in the early noughties, but when the first iPhone hit stores in 2007, marketing execs really sat up and began to take notice. 

As developers clamored to create apps to go along with Apple’s devices, the first wave of modern mobile marketing tactics began to take shape. The focus was very much on volume, and publishers relied largely on getting high app store chart rankings in order to gain visibility. Marketing efforts were all about short-term gains, with the main objective to generate as many downloads as early as possible in order to climb the charts. Quantity reigned supreme over quality.

These early years of app/mobile marketing were dominated by incentivized downloads – something Apple continued to allow until April 2011, despite the obvious credibility problems. Tracking performance was problematic. Platform regulations were loose, and developers took full advantage; it was essentially a land grab, the Old West of app and mobile marketing. 

By 2012, developers began thinking about the possibilities of quality and performance tracking. CPI-based campaigns gathered steam and, and better quality tracking was sought. For their part, Apple tightened its rules, clamping down on people accused of gaming the chart system by using bot farms to generate inauthentic downloads.

Around the same time, publishers became more data-focused, integrating in-app analytics software to collect metrics like usage, engagement, retention and monetization potential. There was a growing focus on high-quality user experience – but mostly with the objective of retaining customers for the medium-term.

That all began to change over the last 18 months, as a new climate took hold in the tech world. The shift is now overwhelmingly moving in the direction of stellar quality, as mobile marketing campaign managers realize that acquiring new users, even for a pittance, is not sensible unless they are retained, engaged, and monetized. Against that backdrop, some unlikely transactions have taken place – such as the $19 billion acquisition of WhatsApp by Facebook – but there is no doubt that the app world has raised it’s game. With GPS technology and other location-based tools fast improving, the future of mobile marketing is unpredictable, but undeniably exciting.

 

 

July 11, 2014

The Pitfalls of Using Long Codes in your Mobile Marketing Campaign

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Before we tear into long codes, let’s be clear: they have some useful capabilities outside of the United States. Long numbers create interactivity and an ongoing conversation between users and businesses, and the very best examples provide a truly premium experience for participants.

All well and good, but if your mobile marketing campaign is aimed squarely at users in the United States, the benefits of long codes are irrelevant. According to the Wireless Association, long codes may only be used for person-to-person messaging, and is not allowed for SMS blasts, time-based alerts or automated search.

For many businesses, these restrictions will simply prove too much to even attempt getting round them. The ethical demands of conducting a long code campaign that not only abides by the regulations but also gives an ROI means most marketers will stick with the tried and tested short code method. So why the big fuss about long codes?

In the United States, one of the trademark concerns of the mobile marketing industry – and the regulators that govern it – is consumer protection. Network carriers are held responsible by subscribers for unauthorized communication; they also have a legal obligation to minimize spam. Long codes are known as a ‘grey route’ to market, and attract unscrupulous businesses. Legit companies should stay well away. Until such time as long codes are officially allowed by U.S. carriers, the best advice is to leave them out of your mobile marketing strategy altogether.

Meanwhile, short codes are gaining traction in both domestic and foreign markets, despite being subject to financial constraints that other marketing channels are unencumbered by. Their popularity is down to the high success rate of SMS messaging as a method of engagement. In fact, the open and read rate of text messages is reckoned to be somewhere between 90% and 98%, depending on who you ask.

July 09, 2014

How to Make the Perfect SMS Pitch

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Using SMS messaging in the most effective way requires an understanding of the singular properties of the medium. If you approach your text marketing campaign in the same way you would an email campaign, you’ll miss out on the many advantages of an SMS-focused strategy.

Perhaps the most important differentiator between email and SMS is the character limitations of the latter. If you’ve already engaged with social media via Twitter, you’ll understand the unique challenge of crafting a message in less than 140 characters. You may have an extra 20 characters at your disposal with SMS, but the same rules of clarity, brevity and levity apply to the creation of a good message.

But there is a key difference between a social media campaign and an SMS messaging campaign. Tweets don’t require opt-in subscribers, or incur even a minimal additional cost to the viewer. To engage with your texts, consumers have to give up their cell phone number and agree to receive messages. This is no mean commitment, and it demands a new standard of ethics and responsibility on the part of mobile marketers.

With an open-and-read rate of more than 90%, it’s worth getting your SMS strategy right from the start. If you fail to impress with your first message, subscribers will simply opt out. Hooking recipients with those first 160 characters they see is essential for the long-term survival of your mobile marketing campaign. Here, we offer a few pointers on making the perfect SMS pitch…

Be Relevant

You might have a large portfolio of services to offer a wide range of different consumers. The beauty of SMS lists is the ease with which you can ‘divide and conquer’ according to personal preference. Don’t waste that opportunity by viewing your contact list as a monolithic, static entity. Instead, view each phone number as an individual organism, with highly specific needs. If you run a hotel with a public restaurant, for instance, don’t send updates on room rates to someone who only signed up for meal deals.

Be Appropriate

Striking the right tone for your audience is one of the tricks of the SMS marketing trade. This will vary hugely depending on industry, but there are a few rules of thumb that apply across the board:

  • Don’t use text speak in an effort to appeal to a youth demographic, or simply to save precious space. Unless you are aiming purely for a tween crowd, it will come across as unprofessional at best, and incomprehensible at worst. Remember, many people dislike text speak, but nobody objects to proper English.
  • Having said that, your messages should be more informal than a letter or even an email. Strike a friendly but professional tone.
  • Avoid jargon. When working in a specific industry, it’s easy to get caught up with insider jargon, so remember who your audience is before rattling off a message containing a foreign acronym.

Be Link Friendly

In all likelihood, you have a lot more to say than you can possibly fit in a text message, so don’t forget to include a hyperlink to your website. View text as a gateway to your brand, and encourage recipients to click with a clear call to action.

Be Plugged In

Segmented mobile subscriber lists are an invaluable source of user information. You should be constantly tracking the analytics of your mobile marketing campaign to see what each subscriber likes or dislikes, and adjusting your messages accordingly. The more you seem to be speaking to each customer as an individual, the better your SMS pitch will be.

July 08, 2014

Six of the Best: World Cup Apps

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Another World Cup, another rush from mobile marketing strategists and app developers to come up with ways of capitalizing on an event that has the attention of millions around the globe.

With multiple matches each day (at least during the group stages) and live screenings beholden to every different time zone, it’s not always convenient – even for the most ardent fan – to keep track of all the action. On the Pacific Coast, for instance, games kick off between 9am and 3pm, when most people are at work.

Thankfully, there are loads of clever apps on the market to help you stay abreast of all the action. And unlike 2010, this year’s tournament has arrived at a time when smartphones are most definitely the default mobile device for Americans, so almost everyone can benefit. Let’s take a look at the very best World Cup apps out there…

1) ESPN FC Soccer & World Cup

This free app takes an exhaustive, comprehensive approach to football stats from around the world, but what we’re really interested in is the World Cup tab where users can find out all the latest match news and scores. It includes video content so you can key moments and catch up on goals. Customizable, well designed, and easy to use, the ESPN offering is a stellar one.

2) World Cup 2014 Brazil

Available for free with Google Play, this app is as utilitarian as its title. Stats-focused, with full competition details and data customization, this neat green and yellow app is a beautiful, Brazilian-themed tool that will ensure you won’t miss a thing.

3) 2014 Table

Another Android offering with a straightforward name, this takes a pared down approach, giving subscribers only the essential information they need. Great for bloggers and journalists who want to cut to the chase and find the latest scores and tables, 2014 table auto updates as each new development occurs.

4) LiveSoccer World Football Cup

Track live matches from soccer leagues around the world, or just use it for the duration of the biggest sporting event on earth. Customizable push notifications will keep you informed of all the latest goings on, and a rich user interface doesn’t interfere with a high degree of user friendly slickness. 

5) Squawka

Mobile marketing campaign managers have aimed this little number squarely at the stats-obsessed football fan who wants easy access to the cold hard facts. Player information is cross-compared, allowing subscribers to play the ultimate living room manager by supplying detailed information on everything from goals and substitutions, to fouls and assists. Every tackle and pass is logged. This one’s for the completist.

6) BBC Sport

Available free for both Android and iPhone, the BBC app is an essential download for any World Cup devotees. It combines live text commentary for each game with push alerts every time a goal is scored. There’s also a way to stream regular Radio 5 World Cup bulletins. Along with the iPlayer, British football fans get everything they could need to see them through to the final.

July 03, 2014

Six of the Best: Mobile Marketing Trends in 2014

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Since 2010, the best practice for mobile marketers has been to interact with clients primarily through social media. Things have changed. Here are six of the best trends in mobile marketing for 2014:

1.Location Targeting

Location targeting has been around for quite some time now, but only recently has it been elevated to new capabilities. Location targeting has become much safer, commonplace, and convenient in the last year. And it’s getting better. As consumers continue to depend upon mobile devices that can find local products and services – when and where they need it – custom ads have been developed for these exact moments. Their activities are then recorded by marketers, so that the relevant information can be examined and tracked to appeal to consumers’ buying habits and movement patterns.

2.Programmatic Buying

Programmatic buying is basically the buying and selling of the consumer’s potential ad space. When a consumer sees an ad in the course of app use, in most cases that space has been won by the highest bidder. This service is getting new traction in the mobile marketing world: advertisers are able to summon historical intent side-by-side with profile data and behavioral data in real time. Forecasters expect programmatic buying to become the most common way to advertise to mobile users in 2015.

3.Wearable Tech

With the inauguration of Google Glass and Samsung Gear, mobile designers are blurring the lines where fashion meets technology. This giant leap forward has begun to provide businesses with new frontiers to claim in the territory of wearable tech. As many tech consumers have begun to embrace this new technology, marketers in turn have embraced their technological capabilities. Ideally, the seamless interactions inherent in these devices will allow advertisers to provide unique experiences for consumers.

4.Mobile Messaging

The ever-popular messaging apps like Snapchat and WhatsApp continue to garner a larger user base. Clearly, an increasing number of people prefer to use these apps to communicate rather than text messaging or calling each other. Apps of this nature allow for a multimedia user experience in real time, which appeals to a new generation of mobile users. Mobile marketers are preparing for the influx of new users upon these platforms, designing revolutionary messaging strategies for the future of text-based communication.

5.Mobile Currency

It’s not just about PayPal anymore. Since everyone has to have a smartphone today, we are beginning to see an increase in the usage of mobile wallets. The mobile phone has become the new way to pay instead of using cash or a credit card. The demand for advertising in this space is bound to increase based on user demand alone.

6.Video Demand

Mobile video viewing has become very common due to faster wireless networks, improved technology, and an increase in data plans. Ads for this medium are likely to follow suit in the next year. Evidenced by both Vine and Instagram’s incorporation of video, as well as the aforementioned commonality of mobile video, it’s pretty safe to assume that this space will be a veritable gold mine for mobile marketers.

Within the past six months, the business of mobile marketing has undergone a revolution. The increase in mobile usage, cutting-edge tech, and the expanding consumer knowledge of mobile utility has broadened the ways in which marketers reach mobile users. It’s time to prepare for the wave of the future in mobile marketing.

July 01, 2014

Five Key Benchmarks for Mobile Marketers

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June was one of the biggest months of the year for the mobile marketing industry. Silicon Beach Fest brought the brightest minds of the SoCal tech industry together, and the Cannes Lions Festival was another roaringly successful celebration of creativity in the field of mobile communications.

One of the biggest results from the latter event was a study conducted by The Mobile Marketing Association (MMA) on the best ways to build and execute effective mobile marketing campaigns. Their analysis looked at more than 450 award-winning and leading brands – including Mercedes, Nike, Ray Ban and Coca Cola - and uncovered five key insights for industry creatives.

The MMA’s CEO described the findings as “benchmarks [to give] marketers and their agencies… a concise framework on how to think more strategically about mobile”. 

Let’s summarize the five key benchmarks identified by the MMA:

Brand Activation Remote

According to the MMA, mobile should be viewed as a kind of remote control for brand engagement, consolidating each strand of a marketing campaign into a single portal, thereby keeping consumers constantly connected along the path to purchase. Once you view your mobile marketing strategy as a unifier in this way, you can more easily drive conversion and sustain loyalty.

No Time Like the Present

There is no marketing channel more capable of having an instant impact than mobile. Mobile marketing campaign managers are able to wield the timing of SMS messages with finesse, engaging with consumers in the present moment, and on their own terms. Think about the maxim ‘timing is everything’ and in how many ways it applies to mobile: users carry their smartphones everywhere, it’s always in close proximity, and it’s a device that’s unique to them (ie not shared with others).

Content Rules

Another maxim that has held true in marketing circles for years, “content is king” remains a fact of advertising. Create compelling content that people want to share, and the job of promoting your brand will be done for you. And mobile is perfectly suited to delivering a wide range of media, with modern smartphones capable of streaming rich content like video and audio, as well as the usual slew of articles, images and, yes, text messages. 

Bespoke Experiences

Customizing the user experience to individual preferences is the holy grail of targeted marketing. The closer you get to appealing to a person’s sense of unique identity, the more loyalty they will feel towards your brand. The message here is this: bring users into your circle, make them feel heard by getting them to engage, and they will return the favor by sticking with your product.

Smartphone-as-Toolkit

Many marketers make the mistake of focusing on the bells and whistles of a campaign, ignoring the fact that businesses need to offer something of real value lest they perish in the long term. Mobile is perfect for integrating familiar handheld tools into their software. Calculators, barometers, cameras – even the phone itself might be thought of as a secondary function next to the multitude of apps available to users in 2014. The point is, those utilitarian features are demanded by smartphone owners. Come up with your own mobile version of an existing real-world tool, and you are on to a surefire winner.

June 23, 2014

5 Essential Mobile Marketing Tactics for Local Businesses

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SMS messaging and other mobile marketing tactics are an invaluable asset for any local business. Cheap, fast, regionally targetable and highly effective, a mobile marketing campaign can help you compete for custom in your area without the need for a huge budget.

As exciting as this brave new world is, many small businesses are hesitant to step into the future. By their very nature, local businesses are often small, serving a limited geographical area, and proprietors may have limited knowledge of marketing campaigns that go much beyond a website and local directory listings. They may not have thought about the possibilities of new technology simply because it hasn’t been necessary.

But instead of allowing your lack of knowledge to overwhelm you, do some research on how to take your marketing strategy to the next level. It could ensure your long-term survival.

The first step towards creating a vital, effective mobile marketing campaign is to optimize your website for mobile. Go back to your web developer to see if they can do this, or find someone who can. A mobile optimized site is easily navigable and viewable on a small screen, and improves the user experience compared with a desktop design, ultimately resulting in more traffic and conversions.

Once you have a mobile-friendly website, there are myriad options at your disposal for promoting your business to mobile users. The positive effects will be obvious, but more importantly, they are easily tracked and analyzed so you can see what works best for you. It’s been predicted by industry analysts that small business spending on local mobile marketing tactics will double every consecutive year for the next five years. Indeed, 41% of small business in the United States are already planning to increase their mobile marketing spend. If you want to join their ranks, consider some of the following essential mobile marketing tactics:

1) Email

Email is a great place to start. Everyone now uses email intuitively – all you need to do is adjust your messages so they are mobile-friendly:

  • Use a single column layout
  • Use 14 size font for body text and 20-24 for headings
  • Keep the headline character count to less than 40 characters
  • Make calls-to-action easily clickable (without zooming) for small screens
  • Ensure content is concise and readable without scrolling 

2) SMS

After successfully dominating social communications during the 90s and 00s, text messaging is flourishing as a commercial channel. Conservative estimates put the open-and-read rate of SMS at 90% - and that’s within a few minutes of the message being received. A few tips for effective SMS messaging campaigns:

  • Strike a professional but friendly tone
  • Keep content brief
  • Offer something of value, such as discounts and time-limited deals
  • Include a link to your website so recipients can easily access more detailed information 

3) Social Media

According to one recent study, some 40% of Facebook’s revenue now comes from mobile. If you’ve been paying even the slightest bit of attention over the past few years, you’ll already have a Facebook page (if not – get one!). Now, look at it in ‘public mode’ on your smartphone. Is it easy to read and navigate? Is the most important information displayed prominently? There are multiple things you can do to improve the mobile user experience:

  • Encourage visitors to your store to take pictures of themselves and tag the photos with your location
  • Keep updates limited to a few words. The shorter the post, the more attention-grabbing it will be
  • Download the Pages Manager app to help your adjust your settings and view activity on your page
  • Make sure your listing on Facebook Local Pages is accurate

4) Directories

Listing your company with online business directories is a crucial part of boosting your web presence. You can post multiple listings within the space of a few hours and trust us: it will be a day well spent. Start with major directories like Yelp, Yahoo and Foursquare. If you’re in the food industry, get your business listed on GrubHub and other popular user-oriented sites. Encourage customers to leave reviews – the value of positive online comments cannot be overstated.

5) SEO

Hire a competent, plugged-in SEO consultant who is up-to-date with the latest trends in mobile marketing. Your mobile site should feature rich content like videos, and be kitted out with the proper redirect codes so that users are seeing what you want them to see. A proper SEO strategy is plays a significant role in boosting web and foot traffic, so ignore it at your peril.

June 19, 2014

How to Run a Successful SMS Trivia Campaign

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Whether you’re a new business trying to make your mark, or a well-established industry fixture, a compelling mobile marketing campaign can help you reach more potential customers. A well-executed, original idea can easily set your brand apart from the competition. If it’s really special, it might even go viral.

Trivia marketing is a tried and tested framework within which you can flex your creative muscles. While it’s not a new idea per se, there is so much you can do with quizzes, competitions and other participatory contests to engage users. The fact is, people love to put their skills to the test. Give them the right sort of challenge and you will foster a long-term sense of brand loyalty that translates directly into revenue.

The best way to attract interest is by concocting a truly unique spin on the trivia concept. Still, it’s wise to look at examples of successful SMS trivia campaigns so you can begin to chart a path to your own jumping off point.

 

Starbucks

It’s no coincidence that the coffee behemoth is on top of its mobile marketing strategy. You don’t consistently remain the largest coffeehouse chain on the planet without having some pretty creative brains in your marketing department.

Last year, Starbucks used SMS messaging to winning effect with a trivia campaign offering customers prizes. Like any good mobile marketing strategy, it offered something of value whilst growing the company’s opted-in SMS contact list. After determining which kinds of devices users owned, Starbucks even followed up with an MMS message containing a short clip and information about a Happy Hour special offer. By leading with a teaser trivia question, the campaign reminded subscribers that they were part of the mobile campaign, effectively engaging them with the brand.

The campaign began with a trivia contest that quizzed subscribers about the company’s Frappucino. Users were enticed to respond quickly, with the first 100 correct respondents being offered a copy of The Great Gatsby soundtrack. Once recipients had sent in their answer, they received a follow-up message letting them know if they were correct, and encouraging them to reply with the keyword READYSET if they wanted to receive summer alerts.

This type of time-limited offer is crucial to the efficacy of trivia campaigns. The longer users sit on a text message from a business, the less likely they are to engage, and the SMS is soon forgotten entirely. By incorporating the first-to-respond element, Starbucks ensured that recipients participated quickly.

 

Chipotle

More recently, Chipotle had their own take on the SMS trivia idea. The brand sponsored and developed an original series for Hulu called Farmed & Dangerous, a biting satire on petro-chemical agriculture that encouraged viewers to think about where their food comes from. Already, the series had the makings of a brilliant marketing campaign that cast Chipotle in a positive, ethical light. Then they threw in a dose of SMS magic to engage viewers with the show and, by proxy, the brand.

The SMS trivia campaign was advertised during commercial breaks, and offered viewers a buy-one-get-one-free offer from Chipotle. By texting BADMILK to a shortcode, viewers were taken to a series of trivia questions relating to the current episode. Once three questions were answered, viewers were prompted to reply with the keyword REMIND to get future SMS alerts about the latest episode of the show. Each text message included a link to a mobile coupon.

Chipotle and Starbucks are two of the big boys to have successfully used SMS trivia marketing. If you lack the budget to create a web series or run movie soundtrack giveaways, there are plenty of other ways to leverage the power of SMS trivia marketing. See what you can come up with this summer!

June 18, 2014

A/B Testing Your Text Ads

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By 2018, the world will see 9.3 billion mobile data plans in use. When it comes to capitalizing on the vast potential of mobile ads and SMS campaigns, marketers have barely begun to scratch the surface. Mobile marketing budgets in the U.S. alone will soon reach $4.4 billion, but unless businesses measure the effectiveness of their messaging, they may be wasting money. 

This is exactly why A/B split testing is an essential tool for successful mobile marketing. Instead of making educated guesses, marketers should instead analyze concrete evidence to assess which campaign messaging works. Using this method to fine-tune one of its own marketing campaigns, top Australian parenting site Kidspot, for example, saw user app engagement go up by 87% in just two weeks. 

What is A/B Split Testing?

A/B split testing is a method for testing two variations of a campaign to compare their performances. The A/B split testing of SMS texting campaigns helps boost ROI, allowing more marketing dollars to be invested in the messaging that drives the most sales. It also makes optimizing future campaigns possible.

Regardless of whether the goal is increasing the response rates or sales or simply reducing “unsubscribe” rates, the method is simple:

  • Write two variations of the SMS message.
  • Split recipients into two lists.
  • Message variation A goes to one list, variation B to the other.

To track which campaign message generates which responses, variations A and B should ask consumers to text in to two different short codes. If two different short codes cannot be used, the two messages should at least be sent a few days apart, giving the first mobile ad's effect some time to wear off for a better read on the data, which may be viewed via Google Analytics or a similar tool.

How are A/B Split Test Results Used?

Once data is collected, these questions should be asked:

  • Did one message have a higher “open” rate than the other?
  • Of the number of messages opened, did one variation have a higher response rate?
  • Did one message have a lower “unsubscribe” rate?
  • Which message generated the highest number of sales or inquiries?

If there is no significant difference between the two messages' performance, it's possible the SMS campaign messages were too similar. The following factors should be taken into account:

  • Tone: Did both message sound professional or friendly?
  • Keywords: Was a compelling keyword used in one message or both?
  • Price: Did only one version include the price, or did both? And were prices similarly presented?
  • Calls to action: How were they different? For instance, did they both ask recipients to text, or did one ask consumers to call?
  • Time of day: Consider testing to see if different times of day lead to the higher open, response, and/or conversion rates as well.
  • Subscriber lists: Consider testing one consumer demographic over another. For instance, some campaigns may be more effective with recipients living in suburban zip codes than those living elsewhere.

If one message significantly out-performs the other, principles used in the most successful message can be applied to future campaigns.

Companies may split test more than two variations – known as multi-variant testing – so long as their recipient list is large enough for a good sampling.  A/B split testing and multi-variant testing are excellent ways to ensure marketing dollars are going where they pay off the most and that each mobile campaign is more effective than the last. No matter how well an SMS or text ad campaign performs, there is always room for improvement.