![]() ![]() If you use Postscript, you can see your average number of messages per subscriber right on your main account page in the Subscriber LTV Dashboard. So, if you’re not sending each SMS subscriber at least 5 text messages per month, then you’re probably leaving money on the table. (Though that shouldn’t come as a surprise since they did sign up to get texts from you!)ĭuring the same data analysis cited above, our team found that the merchants who achieved an optimal balance of earnings per message (EPM) and unsubscribe rates texted their subscribers 5 or more times per month. Translation: Your subscribers are a lot more tolerant than you think they are. ![]() So theoretically, you’d come out $260 ahead-and that’s on the conservative end, because we’re talking about average performance for one of the lowest-earning text message types overall (campaigns). To further put that into perspective, losing 5 subscribers would cost you an average of $100 in the long run (based on the average Subscriber Lifetime Value of $20).īut sending one SMS marketing campaign to a list of 1,000 subscribers would earn you an average of $360 in additional revenue (based on the median campaign EPM of $0.36). That’s basically nothing considering that a 20% unsubscribe rate during this window is considered great.Īs we explain here, “This means that hypothetically, sending one more message to a list of 1,000 subscribers would result in only 5 additional unsubscribes.” In fact, the Postscript data team found that even during a subscriber’s first 30 days on your list-a period notorious for high unsubscribe rates-each additional send only raises unsubscribes by about a half of a percent (0.5%). Subscriber LTV is the North Star metric for all aspects of SMS marketing success, including message frequency. Set up more subscriber-triggered automations.Ĭreate amazing post-order experiences via text. In this article (click to jump to a particular section):ĭata shows that sending more texts does not have a substantial impact on unsubscribes.Įcommerce brands should be able to send each subscriber 5 text messages per month without seeing a higher unsubscribe rate.īut, don’t be afraid to text your full list. (Spoiler alert: If “less is more” is your text message marketing mantra, then you’re probably underutilizing the channel.) Which begs the question: How often should you text your subscribers? The answer may surprise you. And one of the biggest factors in building an effective SMS marketing strategy is finding your sending “sweet spot.” ![]() When done well, SMS marketing can be a top-if not the top- revenue driver for ecommerce brands. The challenge is figuring out the strategy that enables you to use that power to the fullest. ![]() But those two attributes also make it much more powerful than any other type of messaging. It’s basically a marketer’s worst nightmare.įatigue can be even more of a concern in a channel like SMS, because it’s (1) relatively new, and (2) way more intimate than any other type of messaging. This not only dampens the effectiveness of your marketing overall, but can also damage your brand-which means fewer sales and less revenue. Whether you’re running too many similar ads or sending too many similar emails, when your audience gets tired of your messaging, they’ll stop engaging with it (or worse, unsubscribe from it). It’s a word feared by marketers everywhere. ![]()
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