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Published: May. 22, 2019 | Blog

How to get 35% click-thru-rate after sending 10 text messages?

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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 3rd message was sent.

We tracked clickers from our unique url link embedded in the message content. We ran tests by sending 4th 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 3rd day
    • CTR – 18%
  3. message sent again on the 5th day
    • CTR – 15%
  4. message sent again on the 8th day to clickers only
    • CTR – 19%
  5. message sent again on the 11th day to clickers only
    • CTR – 19%
  6. message sent again on the 14th day to clickers only
    • CTR – 21%
  7. message sent again on the 17th day to clickers only
    • CTR – 31%
  8. message sent again on the 28th day to clickers only
    • CTR – 36%
  9. message sent again on the 43rd day to clickers only
    • CTR – 40%
  10. message sent again on the 53rd  day to clickers only
    • CTR – 35%

When we changed to clickers only starting on the 8th 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.


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