Success in your business is all about… measurements.
You need to be able to measure how well or how poorly different elements or campaigns are doing. You need to be able to see data and results.
As a businessperson, you already know this. You know about goals and metrics and KPIs.
You’ve probably felt the frustration and uncertainty of trying something out for your business but having no way of knowing whether or not it yielded any desired results.
And that’s why if you’re using an SMS marketing platform, you need a tool that provides an SMS delivery report.
Without reporting, your SMS marketing will just be throwing things into the mix with the vague hope of some kind of result.
But if you have a way to see some specifics, that can give you confidence that you’re on the right track, or help you see where you need to improve.
We’ll talk about 5 specific ways an SMS delivery report can help you with that.
But before we get into that, let’s do a quick rundown of the SMS delivery report in your SMS platform and what kind of information you can glean from it.
Your SMS delivery report, or “Sent Messages Report,” will give you an overview of all your sent messages, plus a breakdown of individual text blasts.
Your overview will let you know:
Clicking on an individual message will show you a full report of all the intended recipients for that message.
From there you’ll be able to see the name, phone number, email address, and message status for each recipient.
Here are some examples of message statuses that you might see:
These statuses can help give you more insight on your messages so that you can make more confident, informed decisions.
Let’s say you send out an SMS blast to your customers - perhaps some kind of promotion.
You’ve got a good feeling about this campaign. You’re hyped up, and you wait with anticipation to see how many sales this text promotion brings in.
And you wait. And you wait. And you wait.
Your excitement soon fades into disappointment as you realize your campaign was a dud. No one took the bait.
You’re perplexed. You thought it would be an outstanding success - it offered a can’t-miss deal, had enticing copy, and was sent via the most popular avenue of communication (texting).
Trying to solve the mystery, the first place you look is your SMS delivery report.
Upon viewing your report, you find that all your recipients are showing as “landlines.”
You suddenly realize your mistake - You had accidentally loaded in your customers’ landline numbers rather than their mobile numbers.
With relief and a renewed excitement, you make the appropriate adjustments, clearing out the landline numbers and loading in the correct numbers.
You re-send your campaign and are overjoyed to find that it yields exactly the successful response you were hoping for.
Or let’s say you want to save some money and clean up your text marketing list.
(You’re always looking for ways to organize your life and make efficient use of your hard-earned money, after all!)
Upon looking at your SMS delivery report, you discover several phone numbers in your past couple of blasts that are showing as “invalid.”
You can now go in and remove those “invalid” numbers. That way, you’re not wasting your time and money sending messages to illegitimate recipients.
These are just a few examples of how your SMS delivery report can help you determine if there are bad phone numbers in your messaging list, so that you can adjust accordingly.
Now maybe you’re not super tech-savvy… or maybe you are.
Either way, you can probably acknowledge with the rest of us that technology is a fickle friend.
It works beautifully one moment and the next seems to melt down like a toddler throwing a tantrum. For some, this is a recipe for extreme irritation.
An SMS delivery report helps you alleviate some of this confusion as it applies to using your SMS marketing platform.
For example, let’s say you’re trying to send out your SMS blast and you click “Send.” Then your internet connection goes out.
Or perhaps you scheduled a message for a specific date or time yesterday, but didn’t realize your message credit balance was running low.
In both of these cases (or other situations like them), you may be simply wondering, “Did my message even go out?”
Instead of puzzling and fretting, you can simply view your SMS delivery report, and from there you can see that your message did indeed (or did not) send correctly.
From your perspective, it probably seems like the process of sending texts should be simple. It should be as easy as clicking “Send” and all your messages go out successfully, right?
While in many ways the SMS marketing process is incredibly simple, sometimes the phone carriers’ anti-spam measures make things a little tricky and can cause messages not to be delivered.
Your SMS delivery report can help ease the frustration of these seemingly unexplainable delivery issues.
In particular, you can keep an eye out for a REJECTED or UNDELIVERED status for your individual recipients.
The messages displaying this status could have been rejected for a variety of reasons, but one possible reason is that they were blocked as suspected spam.
So if you ever see this status for your messages, one thing you can check is whether or not your message contains any content that could be triggering spam filters.
Here are some best practices to help avoid non-delivery due to spam filtering:
If you run into REJECTED or UNDELIVERED statuses for any of your messages, go over the above list and see if your message content passes all the criteria. If not, you can make the appropriate adjustments and try again.
Imagine a world in which you send out some kind of text or email marketing campaign and there was absolutely no report back.
No confirmation that the message went out. No record of the message being sent. No delivery statuses. No way to gauge the success or failure of your efforts.
Sounds pretty frustrating!
That’s why if you’re a businessperson, you recognize that you need reporting to make decisions. And you're probably always looking for ways to analyze your marketing efforts and improve.
You want to know:
So rather than wallowing in wondering uncertainty, you can use an SMS delivery report as a tool to help you gauge the success of your SMS marketing.
You can view your report to determine:
You can use all of that information to educate your analysis and make decisions on future SMS marketing efforts.
As a businessperson, you not only need to make informed decisions about your marketing efforts.
You also need to make informed decisions about the specific tools you use, and the finances that go into those tools.
Should you continue to use your current tool, or should you change to a different provider?
Should you remain on your current plan, or could you save money by switching to another pricing tier?
Should you retain your current billing cycle, or would it be more prudent to change to another payment frequency option?
It can sometimes be difficult, time-consuming, and frustrating to make these kinds of decisions.
That’s when an SMS delivery report can help.
Being able to see a report listing your messages helps you make determinations about your messaging patterns, such as how many messages you’re sending. The number of messages sent is the key component to determining which plan you should be on.
The report can also help you see whether or not there is any pattern of behavior in your messaging you could change to help you save money.
For example, if your messages are longer than 160 characters they will use up more credits. With that in mind, you may observe from your report that your messages tend to be long and wordy.
In that scenario, you may then determine that you could use up fewer messaging credits in your subscription by shortening the messages in your campaign.
A simple analysis like that could save you hard-earned dollars and comes out of simply observing the message content in your SMS delivery report.
Thus far we’ve discussed specifically SMS delivery reports and how they can help you make informed decisions.
But maybe you’re currently just a curious onlooker. Perhaps you haven’t quite reached that decision to even move forward with SMS marketing as a tool for your business yet.
That’s OK! If that’s the case, you’re probably reading this so that you can make the kinds of informed decisions we’ve been talking about.
Here are a few stats to help give you some confidence:
And you know just from personal experience about how texting has overtaken the nation.
SMS marketing helps give you confidence that you’re reaching people in the most effective way possible. And thus, you can get the best response from your marketing efforts.
Because you want to know that you’re using the best tools for your business!
The bottom line, as you’re likely well aware, is that information is king.
Being informed allows you to ease that uncertainty that creeps up into your business decisions.
Being informed allows you to focus more time on the huge benefits of SMS marketing and less time on confusion and frustration.
Use an SMS delivery report with your SMS marketing tool to help contribute to that confidence in your marketing efforts.
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