How to Tell if Your Mobile Relationship Management Program is Successful – a multipart series! MRM Series #1

One of the most frequent questions we get in just about every meeting we have with a client or potential client, is – How do I know if my program is successful?  Sometimes a client will ask “what’s a good response rate?” or other times they’ll ask “how do I know if my program is working?”  These are all pretty much the same question.

Unfortunately it’s a pretty complicated question.  Not because we think we can sell more if you don’t actually know what you’re getting, but because the real answer depends heavily on what you as a brand want to do.  By the way, if you’re reading this far I’m going to assume you’re a brand who wants to get better at mobile marketing.  And if you’ve gotten this far, you’re pretty serious about getting an answer.

So over the next few weeks (maybe even months since things are a bit busy here at Vibes), we’re going to take some time and explain how you can know if your program is successful or not.  We’re going to tell you what we tell our most valued customers.  Yep, we’re going to spill the beans on how you too can have a successful mobile relationship with your customers.

We’ve already learned some interesting things over the past 5 years about what makes a mobile relationship management program successful.  But we’re going to take it to a whole new level in this series.  We’ll start with the theories and philosophy, but we’re going to get scientific too.  We’re talking real numbers and real results.  We may even run a regression or two.

Here are a few of the things we’re going to look at:

1.       If you run a sweepstakes, what percentage of people normally opt-in to an alert list? What are some of the best and worst percentages we’ve seen?

2.       How do people behave when they opt-in to a list?  Does their behavior change over time or as they get more messages?

3.       What’s the best time of day and day of the week to send messages?

4.       For every 100 people you get to opt-in to your alert list, how many should still be following you three months later?

In all actuality, we’re kind of hoping we find more than we can even think of right now.  It’s going to be exciting to dig deeper and deeper!

So stay tuned to this.  Follow me on twitter @alexgcampbell so you can get updates when we write more content.

- Alex

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