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The Importance of Defining Performance Goals for Text Marketing Campaigns



For text marketing campaigns to be successful, they need to have strongly defined goals in place. This is important, not just in terms of planning your campaign, but also so that you have a solid way to measure its successes or failures.


Measuring Performance

Without any concept of what you want your text marketing campaigns to achieve, you’ll find it impossible to accurately analyze how close you’ve come to your goals. A vague idea of what you want to achieve just won’t cut it. It’s time to get specific and really think about what you ideally like your next campaign to do for your business.


  • Start by examining your overall business goals
  • Take a look at all of your marketing channels - what have you got covered? Are there any marketing gaps you’d like to fill
  • Think SMART - Specific, Measurable, Achievable, Realistic, Timed

Which Data?

With solidly defined goals, you can then identify and measure your key performance indicators accurately. Make sure your key performance indicators line up with your goals. If your main goal is to convert more customers, for example, you need to single out data that tells you specifically about click through rates, conversion rates and completed sales. This focused data will help you measure how close you are to attaining your main goal.

Don’t Be Afraid of Change

It’s important to keep close tabs on your text messaging campaign’s performance so that you can identify which areas are doing well and which need adjusting. Always place your focused data within the wider context of your overall performance indicators, and be prepared to make changes. So, you might find that subscriber numbers aren’t great, but your conversion goals are reached. It’s then up to you to decide whether you want to make changes to improve opt-in performance in addition to your already achieved conversion goals.  

Measuring Return on Investment

Text message marketing is increasingly popular as it’s inexpensive, helping businesses achieve greater returns on investment. It’s important to measure the value of your text message marketing campaigns, and not just in financial terms. Perhaps your campaign has increased customer loyalty or customer engagement, which in the long run will boost profits. By having defined performance goals in place you’ll find it easier to measure your campaign’s value across more than just monetary returns.