SMS marketing is one of the important channels of traditional enterprise marketing methods. It is characterized by low price, fast communication, and simple push operation. Many Internet companies have also started SMS marketing.
Our common SMS marketing is a marketing copy of no more than 70 words + a short link. When users click the short link, they will directly jump to the event page; the method is simple, users can directly access the APP with one click, and it also reduces unnecessary unnecessary tasks for enterprises. Push churn.
After completing a short message marketing, how to judge the marketing effect is also the focus of product operation. We can analyze the marketing effect through the following dimensions.
1. The first dimension: short-chain clicks, startup (installation) volume
This dimension is mainly to allow the operation students to optimize the event copy and products. When we send the marketing short chain to users, users have different churn rates at each level from receiving to clicking. We have to consider the loss of each level. What is the reason.
Through the short-chain clicks, we can see how many users have clicked on the short-chain in the mass-sending user pool, then why are the users who did not click, because the text message did not capture the user's pain point, or the activity did not attract users. force?
After clicking in from the short link, what is the retention rate of users who start or install the APP? Why do users click on the short link but resist the APP installation, because the marketing copy does not match the content of the activity, or the startup and installation of the APP process is not convenient?
With these data, operation students can make reasonable corrections and then use them for the next marketing campaign.
Second, the second dimension: channel cost statistics
The most basic criterion for a marketing campaign is ROI (input-output ratio). The output is easy to understand. However, many operating students often forget to account for the most basic accounting due to too many marketing channels in the “investment” account. The cost of sending SMS messages, we can see the costs incurred by different channels on the developer platform.
As shown in the figure above, we can see that there are several data such as "promotion cost", "click unit price", "startup unit price", "installation unit price", and "scenario restoration unit price". The prices of different channels are inconsistent. The unit price manually entered when creating a short chain, the background will run the volume within a reasonable range of the promotion cost according to the set unit price. It should be noted here that the promotion cost is the money that the operator recharges on the platform.
With the channel cost statistics, we can easily see where the most promotion cost is spent, whether the cost is reasonable, and can reasonably evaluate the value of this SMS promotion channel.
3. The third dimension: access area, 24-hour access distribution, mobile phone model
The focus of this dimension is to enable the operating students to have a precise understanding of the users of their products. There are often failed marketing campaigns, that is, they do not find their own positioning, and blindly launch them. For example, the campaign is positioned to target users who often buy high-end luxury goods. As a result, when you launch, most of them vote for low-cost groups. Then this time The marketing activities of the company are doomed to fail, and even more seriously, it will affect the image of its own brand.
From the visited regions, we can see the preferences of each region for marketing activities and the distribution of potential users of the product. We can see the 24-hour visit distribution and weekly distribution of the product user groups’ preferences for text messages, which also provides information for the next SMS marketing. data reference.
From the distribution of equipment brands, we telemarketing list can outline the overall consumption level of users, which is convenient for operators to adjust the pricing of activities in a timely manner, and can make users feel good about the products while making profits.
Fourth, the fourth dimension: APP retention rate
After all, the essence of retention is that users are interested in the product and are willing to stay. Why do we look at retention, because in a marketing campaign, how many new users come in is important, but the real marketing effect is to see the value of these new users grow.
So how do we define the retention rate? Now, a more precise definition should be " the new users within a certain period of time, after a period of time, the proportion of these users who continue to use the application to the new users at that time is the retention rate. rate. "
It is divided into formulas. X accounts are added on day A, and Y accounts are used again after N days (A+N). The retention rate at this time is Y/X*100%.