Does SMS Marketing really drive sales? Absolutely.
A journalist just contacted mShopper and asked for some data on the effectiveness of SMS marketing. He said his readers were very suspect if it actually drives sales.
Well, Mr. Journalist, it’s your lucky day (and it is 11/11, which is supposed to be a lucky day anyway):
This comes from an audit performed by mShopper of several different clients using SMS Marketing in conjunction with their mobile-optimized mShopper store. The data looked too good to be true, so we sent it out to a market research professor at the University of Colorado here in Boulder, and she ran a chi-squared test that indeed validated the significance of the numbers.
It shouldn’t be a surprise to a marketer that if you keep your brand on top of the mind of your shoppers, even when they aren’t looking to buy, they will remember you when the time comes. And that is what this data shows.
You may ask what the messages were that these mShopper clients sent out, and what frequency they used, and for how long before they saw results. Pat yourself on the back – those are all good questions.
- Messages: Most of mShopper’s clients follow our recommended SMS Marketing Calendar which calls for a mix of promotional and helpful messages. Promotions are at least 10% off, but typically 20% to reward the fact that you are contacting them on a personal device. Helpful messages tend to be announcements of new products, videos, recipes, and tips on how to use a product. In all cases, the message type matches the opt-in category of the subscriber. We highly dissuade people from sending general messages to people who only asked for specific communications.
- Frequency: The other recommendation on our Marketing Calendar is frequency. We recommend to start with 2x/month and monitor click and unsubscribe rates for 2 months. Then, only if it makes sense (there is something incredibly valuable to communicate), should you try moving to weekly. Monitor analytics closely. But, there are exceptions! For the upcoming 5-day Thanksgiving shopping weekend, we are recommending messages at least 2-3 times during the weekend to announce big sales.
- Duration: Some merchants see sales results after the first month, but typically it takes at least 3 months before the increases above become obvious. It’s the same with most marketing channels.
Contact mShopper if we can tell you how SMS Marketing might work for your mStore.