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How to evaluate the effectiveness of SMS mailing
Businesses actively use mailings as a marketing tool and invest heavily in this channel. But companies often do not evaluate the contribution of mailings to sales , peru phone number list especially when it comes to offline trade.
In the case of online stores, the situation is much simpler. When launching a mailing, marketers use links with UTM tags to lead users to landing pages. The user performs a target action, for example, adds a product to the cart, and Google Analytics or Yandex Metrica analytics systems track this. In this way, marketers can immediately evaluate the conversion, that is, find out what proportion of recipients performed the desired action, for example, how many people ultimately made a purchase.
With traditional retail, the task is more complicated . Imagine a situation: a store sends out a mailing about discounts on certain products. People come, make purchases, but how can you evaluate whether the mailing was effective? Perhaps visitors would have come without it. The question of the effectiveness of messages often remains open.
In practice, there are several ways to evaluate the conversion of a mailing into sales at an offline point of sale. Here are the methods that can be used.
Add promo code to message
One of the simple and clear ways to track the results of SMS mailings is to use promo codes .
The promo code can be included directly in the text of the message sent to the customer. The buyer can use it when making a purchase both in a retail store and in an online store or from partners.
Lifehack: the promo code can be personalized. This way you will know which specific users made a purchase thanks to SMS.
Match numbers
Another way is to match the phone numbers of message recipients with the phone numbers of those who made a purchase after the promotion was launched.
When purchasing, you need to ask the customer for a phone number or ask him to log in through the application in order to track the phillip morris pres data.
It is also useful to conduct A/B testing . To do this, divide customers into two groups: one receives the newsletter, the other does not. By comparing the results of both groups of buyers, you will understand how SMS affected sales.
Ask to show the message to the store administrator
Another simple method for assessing the effectiveness of SMS mailings is to invite customers to come to the store and show the received message to the administrator or cashier to receive a discount.
At the same time, the store employee records the vietnam news latter fact that the SMS was shown.
This is a simple and accessible method that allows you to accurately calculate how many customers paid attention to the SMS before coming to the store.
Compare sales dynamics in different retail outlets
In chain stores that have several branches with similar sales dynamics, you can compare the increase in purchases.
How does this work:
- Identify two cities with the same sales dynamics. For example, Yekaterinburg and Novosibirsk.
- Send SMS mailing only in one of the cities, for example, in Yekaterinburg.
- Collect sales data in these cities after sending SMS messages.
- Compare the sales dynamics in Yekaterinburg and Novosibirsk after the mailing. If Yekaterinburg sees a surge in sales while Novosibirsk remains stable, this shows that the mailing had a positive impact.
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