How to Check and Enhance Delivery Rates for an SMS Marketing Campaign?
Ruturaj Bargal
MarTech Expert | Founder - Propel | Simplifying Customer Lifecycle Marketing | Driving Customer Retention
Following our previous article on email marketing, we’re shifting focus to another potent tool for direct customer engagement: SMS marketing. The effectiveness of an SMS marketing campaign yet again hinges on one critical metric: delivery rates. Today, I will walk you through the importance of delivery rates, how to calculate them and introduce the best free and paid tools to monitor and enhance them effectively. I will also share tips on how to improve the delivery rates of your next SMS marketing campaign!
Don't miss the compelling business case study of Subway that reveals how SMS marketing can be a game-changing hit!
The Significance of Delivery Rates in SMS Marketing
Delivery rates indicate the percentage of sent messages that arrive on recipients' devices. The calculation is straightforward:
A high delivery rate signifies that your messages are effectively reaching your audience, while a low rate may point to problems like a poor sender reputation, invalid phone numbers, or carrier filtering.
Free Tools to Monitor SMS Delivery Rates
Twilio Free Plan: Starter Analytics
Twilio offers a robust free plan featuring detailed analytics on SMS delivery rates. Here’s how to check your delivery rates using Twilio:
- Log in to Twilio: Access your Twilio account and navigate to the dashboard.
- Select Messaging: Click on the ‘Messaging’ tab to view sent messages.
- View Message Logs: Go to the 'Logs' section and select the messages you want to analyze.
- Check Delivery Rate: The logs will display the number of SMS sent, delivered, and failed.
TextMagic Free Plan: Daily Insights
TextMagic offers a free plan that allows users to send a limited number of SMS with detailed analytics. To check delivery rates in TextMagic:
- Log in to TextMagic: Access your TextMagic account and navigate to the dashboard.
- Navigate to Reports: Click on the ‘Reports’ tab and select the messages to analyze.
- View Delivery Metrics: The report shows the number of SMS sent, delivered, and failed.
ClickSend Free Plan: Small Campaign Metrics
ClickSend provides a free plan with limited SMS sending capabilities and detailed reports. Here’s how to check delivery rates:
- Log in to ClickSend: Access your ClickSend account and navigate to the dashboard.
- Go to Messaging: Click on the ‘Messaging’ tab to view sent messages.
- View Message Reports: Select the messages to analyze and click on ‘View Report’.
- Check Delivery Rate: The report displays the number of SMS sent, delivered, and failed.
Advanced Paid Tools for Comprehensive Analysis
Nexmo (Vonage): In-Depth SMS Analytics
Nexmo (Vonage) offers advanced metrics including delivery rates, bounce rates, and engagement metrics. Steps to check delivery rates:
- Log in to Nexmo: Access your account and navigate to the dashboard.
- Navigate to Message Reports: Click on the ‘Reports’ tab.
- Select Messages: Choose the SMS to analyze.
- Access Delivery Metrics: The ‘Reports’ section shows the number of SMS sent, delivered, and failed.
Plivo: Extensive SMS Reporting
Plivo provides detailed reports on delivery rates, bounce rates, and click-through rates. Here’s how to check delivery rates:
- Log in to Plivo: Access your Plivo account and navigate to the dashboard.
- Go to Messaging: Click on the ‘Messaging’ tab and select ‘Logs’.
- View SMS Logs: Select the messages to analyze and click on ‘View Report’.
- Check Delivery Metrics: The report shows the number of SMS sent, delivered, and failed.
Conclusion:
Ensuring high delivery rates for your SMS marketing campaigns is crucial for success. Using the right tools to monitor and analyze performance can make a significant difference.?
How to improve the delivery rates of an SMS marketing campaign?
Step 1: Build a High-Quality Contact List
The foundation of any successful SMS campaign is a high-quality contact list. Focus on collecting opt-in contacts who have expressed genuine interest in receiving your messages.
Action Items:
- Use Double Opt-In: Implement a double opt-in process where subscribers confirm their subscription, ensuring they are genuinely interested in receiving your messages.
- Regularly Clean Your List: Remove inactive or invalid numbers to maintain a healthy contact list.
- Segment Your Audience: Categorize your contacts based on demographics, behavior, and preferences to send more targeted and relevant messages.
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Step 2: Ensure Compliance with Regulations
Adhering to regulations is crucial for maintaining high delivery rates. Non-compliance can result in your messages being blocked or marked as spam.
Action Items:
- Understand SMS Marketing Laws: Familiarize yourself with regulations such as the Telephone Consumer Protection Act (TCPA) in the U.S. and the General Data Protection Regulation (GDPR) in Europe.
- Obtain Consent: Always obtain explicit consent from recipients before sending messages.
- Include Opt-Out Options: Provide an easy way for recipients to opt-out of receiving messages.
Step 3: Optimize Message Content
The content of your SMS can significantly impact delivery rates. Carriers may block messages that appear spammy or irrelevant.
Action Items:
- Keep It Short and Relevant: Ensure your message is concise and to the point.
- Avoid Spam Triggers: Refrain from using all caps, excessive punctuation, or spammy language.
- Personalize Your Messages: Use the recipient’s name and tailor the content to their preferences and past behaviors.
Step 4: Use a Reliable SMS Gateway
The SMS gateway you choose plays a vital role in the delivery of your messages. A reliable gateway ensures your messages are delivered promptly and accurately.
Action Items:
- Research Providers: Choose a reputable SMS gateway provider with a track record of high delivery rates.
- Check for Carrier Partnerships: Ensure the provider has strong partnerships with mobile carriers.
- Monitor Gateway Performance: Regularly review the performance of your SMS gateway to ensure consistent delivery.
Step 5: Monitor and Analyze Performance
Regular monitoring and analysis help you identify issues and areas for improvement in your SMS campaigns.
Action Items:
- Track Key Metrics: Monitor delivery rates, open rates, and response rates to gauge the effectiveness of your campaigns.
- Analyze Delivery Reports: Use delivery reports to identify patterns and troubleshoot issues.
- Conduct A/B Testing: Test different message contents, send times, and segments to determine what works best.
Step 6: Adjust Send Times
The timing of your messages can impact delivery rates and engagement. Sending messages at the right time increases the likelihood of them being opened and read.
Action Items:
- Know Your Audience’s Schedule: Understand when your audience is most likely to be available and receptive to your messages.
- Avoid Peak Hours: Refrain from sending messages during peak times when networks may be congested.
- Test Different Times: Experiment with sending messages at different times to find the optimal window for your audience.
Real-World Success Story
Case Study: How Subway Improved Their SMS Campaign
Subway aimed to boost customer engagement and drive in-store traffic through SMS marketing.
Subway focused on building a high-quality contact list, personalizing their messages, and sending them at optimal times. They also used a reliable SMS gateway to ensure high delivery rates.
Results:
- Increased Delivery Rates: By cleaning their contact list and ensuring compliance, Subway improved their delivery rates by 20%.
- Higher Engagement: Personalized messages sent at optimal times resulted in a 30% increase in engagement.
- Boosted Sales: The improved delivery and engagement led to a 15% increase in in-store traffic and sales.
Conclusion: Subway’s strategic approach to SMS marketing, focusing on high-quality lists, personalized content, and optimal send times, significantly improved their delivery rates and overall campaign success.
Conclusion
Improving the delivery rates of your SMS marketing campaign requires a strategic approach involving high-quality contact lists, regulatory compliance, optimized message content, reliable gateways, continuous monitoring, and smart timing. By implementing these best practices, you can enhance the effectiveness of your SMS campaigns, driving better engagement and results.
At Springwood, we specialize in optimizing marketing strategies to help businesses achieve their goals. Discover how we can help you improve your SMS marketing campaigns by visiting our website.
Professional Website Developer with 7+ Years of Experience
8 个月Ruturaj, thanks for sharing!
Building In Stealth | Electrical & Electronics @ Vit Vellore | Marketing Lead at @Ecellvit | Marketing | Startups | Ex L&T | Ex Schneider Elec |
9 个月This is very insightful