previous icon Back to blog
Jun 20, 2022
6 minutes read

How to Get More Leads With SMS and Email Marketing

If you use SMS or email - or better yet, both - as marketing channels, you set up your message, send it out and analyze the results. But how do you improve that message for better results the next time you send out your SMS or Email?

Brechtje van Houtum
Brechtje van Houtum,
Content Marketer

A lot of businesses don’t use SMS and Email marketing to their full potential, as they don’t always use the right techniques to improve the open- or conversion rates of their marketing messages. Once you know how to get started with the conversion optimization of your SMS or email marketing campaigns, you will be able to significantly increase your conversion rate and utilize your marketing channels to their full potential.

Conversion Optimization for Mobile Marketing

Conversion optimization for Mobile Marketing is the process of testing and experimenting to improve all possible facets of your campaign. This can be the headline, the text in the message itself, the audience you’re sending it to, the time of day, and more. Everything that your message encompasses can be subjected to optimization.

If you want to start optimizing your messages, it’s best to do so in a structured way. The structure ensures that you can learn from these results later on and that you don’t just start testing things based on gut feeling.

6 Steps for Conversion Optimization

1. Establish a Mobile Marketing Baseline

To find out whether a new version of your message performs better, you first need to know how it has performed in the past. Establish a marketing strategy to compare the results of your new message to. Be sure to note any relevant results like the number of recipients, time of day, day of the week, time of the month (e.g. did you send the message around pay-day or just before when everyone postpones spending money until their paycheck arrives?), open rate, click-through-rate (CTR), amount of conversions (note: specify what a conversion is for you), conversion rate, and anything else of importance.

2. Analyse Results and Improve

To learn how your message can be improved, it’s important to analyze the results. What parts of your message are not performing as well as they could? Is the open rate lower than expected? Or are people opening your message, but not taking any further action based on the contents of the message? Your analysis will tell you which parts of your message can do better and will help you to formulate your goal.

messaging analytics platform

3. Determine Your Goal

If your open rate is low, your goal will be to start improving that. If there are multiple parts of your message that you would like to improve, start with identifying the most important one. If, for example, your open rate and click-through rate of the message’s contents are low, it would be better to first work on the open rate. After all, no one is going to see your improved content if no one is opening it in the first place. So, determine your goal and let that direct your focus towards the thing that needs improvement most.

4. Form Your Hypothesis

By now, you have a pretty clear idea of what you need to improve to reach your goal. But how are you going to do that? You need to form a hypothesis about what you think would work better than the message you have now. You may already have some ideas about things that might work based on previous experiences. Or you may have no idea where to start. You can start by evaluating some email/SMS marketing best practices and see whether these would fit for your business. You will only know whether these are suitable for you once you start testing, but it gives you a solid starting point.

5. Set Up the Test

Once you have done the analysis, determined your goal, and formulated your hypothesis, it’s time to set up your test. The best way is to do an A/B test. An A/B test compares version A (the original version) to changes made in version B while all other conditions are kept the same. If you send the test to a big enough group of recipients and all conditions (e.g. time of day, day in the week, type of audience, etc.) are kept the same, an A/B test will let you conclude whether the results can be attributed to the made changes or whether they happened due to chance.

email-campaigns-ab-testing

This depends on your sample size. You need to send it to a big enough group of people to be able to determine whether the results you achieved are significant. You can use a sample size calculator to determine how big your sample needs to be so you can be sure that the result you’re getting is due to the changes you made and not due to chance.

If you’re working with CM.com’s platform, use the Address Book app to randomly divide your recipients into two marketing groups. Make two separate campaigns, one for version A and one for version B. Keep everything in the campaigns the same except for the element you want to test. Set up your message, implement the changes in version B, randomly add one of the recipient groups to campaign A, and add the other to campaign B. Send your message, and wait for the results to come in.

The sample size indicates the size of the group of people who are going to receive your message. The size of this group and the number of conversions you’re getting determine the significance of your test. Significance refers to whether we can rely on the made changes to have generated these results, or whether we can’t rely on the changes, but see that the results were simply due to chance. What this really means is that we want to be able to say: that we can be 95% sure that the changes we made will improve our conversion rate.

6. Analyse the Results

Once your test is finished, you can analyze the results to determine whether the results confirm your hypothesis. Keep sample size and significance in mind so you never draw conclusions based on effects that resulted by chance. For example, if all conditions besides the test variable were the same and version A was sent out to 2000 recipients and had 3 conversions, and version B was also sent out to 2000 recipients but had 60 conversions, it’s safe to say that version B has performed significantly better. If you want to be sure about the significance of your results, you can always use a significance calculator.

When you have analyzed the results and implemented the changes, the entire process can start again to keep improving and improving.

Get Started With Mobile Marketing Cloud

For the most effective mobile marketing campaigns, you need the right tooling. Mobile Marketing Cloud of CM.com, offers all solutions for your campaigns, landing pages, marketing automation, and data collection.

We have been able to severely increase the performance of our messages by running A/B tests. You can do this too by following the steps we explained above. Make sure you keep improving your messages to get the most out of your marketing for your business and to be one step ahead of the competition by staying on top of your results.

Use Mobile Marketing Cloud to get more leads with your SMS and Email campaigns

Was this article interesting?
Share it!
Brechtje van Houtum
Brechtje van Houtum,
Content Marketer
logo linkedin icon
As a copywriter, Brechtje shares a lot of content for our Customer Service, Customer Support, Marketing & Sales community. Believes in 'customer first'.

Latest Articles

SMS Appointment Notifications
Jun 13, 2024 • SMS

Streamline Your Business to Success with SMS Notifications

Appointment no-shows, delivery delays, abandoned online shopping carts, late payments - all of the above can be quite the headache for many businesses. SMS notifications offer a solution.

SMS Customer Service
Jun 13, 2024 • SMS

Optimize the Customer Experience with Valuable Insights and Direct Live Support via SMS

Add SMS to your contact center and help your agents to connect with your customers on the most reliable channel. Tackle more conversations at a time without losing that important personal touch, and gain valuable insights with streamlined SMS feedback surveys to enhance customer satisfaction rates.

Logistics & Transport blog image_sms
Mar 01, 2024 • SMS

How to Improve Your Delivery Service With SMS Notifications

If you're active in today's transport and/or delivery business, you'll face new challenges to keep your customers happy on a daily basis. Customers expect fast and flexible, and sometimes even same-day, delivery. Time is money, costs need to be cut, and regaining control of the delivery process will significantly benefit your business. SMS can make a difference!

sms-in-ecommerce
Mar 01, 2024 • SMS

SMS for eCommerce - Create a Successful eCommerce Strategy With SMS

Want to grow your business? Then customer contact is key. Now that everybody and everything is connected to each other via those powerful little computers in our hands, the way you communicate with customers is becoming increasingly important for your succes. Read all about how you can use SMS to elevate your customer contact, drive sales and create that loyal customer base.

how-popular-is-sms
Mar 01, 2024 • SMS

How Popular Is SMS in 2024 and What Is Its Added Value for Business?

SMS is one of the oldest text messaging services, and the rise of instant messaging apps definitely made a dent in SMS traffic. Contrary to the newer apps with their rich features, SMS is quite basic in its features- plain text messages, not fluff, and a character limit of 160. Regardless, SMS is still one of the most impactful communication channels today. Read all about SMS statistics and its continued value to modern business communication.

The Benefits of A2P Messaging
Feb 25, 2024 • SMS

The Benefits of A2P Messaging for Business

Amid the thicket of technology TLAs with 2 in them (B2B, P2P, 2FA,...) is one of the simplest A2P messaging, or “Application-to-Person”. You may not be familiar with the acronym, but it’s probably touched your life several times in the last week alone. Let’s see why A2P remains relevant as a messaging technology today.

open-rate-mobile-marketing
Feb 09, 2024 • SMS

Do You Want an Open Rate of 98% For Your Marketing Campaigns?

The success of any marketing campaign rides on your open rate. If no one opens your marketing content, then generating new business will become futile. There are a plethora of ways to influence open rates. That’s why so many A/B tests are performed on titles, images, colors, and content. But what channel is the best performer when it comes to getting eyes on your brand?

drive-engagement-and-convert-your-conversations-with-whatsapp-carousel
Feb 06, 2024 • WhatsApp

Drive Engagement and Convert Your Conversations With WhatsApp Carousel

Are you already talking to your customers on WhatsApp? You really should! WhatsApp Business Platform, the business communication platform of one of the most popular messaging channels in the world today, has a wide selection of powerful engagement tools to enhance customer communication and boost sales. And they've added another innovative feature under their belt: WhatsApp Carousel.

blog-conversational-marketing-ramadan
Feb 01, 2024 • WhatsApp

Grow your business with Marketing Messages during Ramadan and Eid season

Retailers prepare for Ramadan Season like no other, for it carries particular importance in the Middle East region. Beyond its religious significance, it serves as a prime shopping season of triggered volume sales offering a favorable moment for retailers to reach customers and establish their presence. Retailers engage in fierce competition to gain visibility, and thrive to exceed customer expectations to distinguish themselves and drive conversions. The substantial increase in online engagement throughout this season provides brands with an opportunity to establish connections with their customers.

Is this region a better fit for you?
Go
close icon