One of our clients is sending 10 SMS text messages a month to a phone number with full “express consent”.

We saw CTR dropping off significantly after 3^rd message was sent.

We tracked clickers from our unique url link embedded in the message content. We ran tests by sending 4^th and subsequent messages to “clickers” only to see if we are getting less number of clicks.

We found an interesting result:

1. instant message that went out as soon as the phone number was received
   • CTR – 31%
2. message sent again on the 3^rd day
   • CTR – 18%
3. message sent again on the 5^th day
   • CTR – 15%
4. message sent again on the 8^th day to clickers only
   • CTR – 19%
5. message sent again on the 11^th day to clickers only
   • CTR – 19%
6. message sent again on the 14^th day to clickers only
   • CTR – 21%
7. message sent again on the 17^th day to clickers only
   • CTR – 31%
8. message sent again on the 28^th day to clickers only
   • CTR – 36%
9. message sent again on the 43^rd day to clickers only
   • CTR – 40%
10. message sent again on the 53^rd  day to clickers only
    • CTR – 35%

When we changed to clickers only starting on the 8^th day, we saw a much higher CTR rate and the actual number of clicks received was slightly less, around 1~2%, than sending to all phone numbers.

This resulted in saving money and skyrocketed ROI as the client is sending the only fraction of messages than previous campaigns.