A/B Testing for Business SMS

A/B testing allows companies to test different versions of a message copy on small or large portions of their SMS opt-in base simultaneously, allowing them to see which version of a text message performs better. Once a clear winner is determined, you can select to send the higher performing text message to the remaining subscribers who weren’t included in the initial A/B test.


What types of things should you be testing in your text messages?

  • Message Type: You don’t always have to send an SMS message. Try testing the performance of an MMS message compared to an SMS message.
  • Media Content: With an MMS or RCS message, you can include an image, a video, or even a GIF. Try testing different variations of one media type against each other, or test one media type against another to see which one performs better with your mobile subscribers.
  • Message Content: Every little piece of copy in your text messages can have a big impact on the overall performance of the message. Try replacing longer words in your text messages with short words, replacing shorter words with longer words, or using abbreviations, all caps, or all lowercase.
  • Message Layout: Layout is commonly overlooked in text message marketing. Try including line breaks in your text messages, or try moving around parts of your message to see where they perform best. Offer unique information with different formatting: coupon expiration dates, promotional images, or sale numbers, for example. These things could make a big difference.
  • Offer: Try testing different offers in your text messages to see which ones perform better for your mobile subscribers. Even something as simple as lowering the price or adding an incentive can significantly increase the performance of a text message.
  • Call to Action: Need your mobile subscribers to click on a hyperlink or take some sort of action within your text message? Try using different versions of your call to action within the text message and see which one gets more of your mobile subscribers to take action.

If you’re interested in learning more about A/B testing for text message marketing, visit Sonar’s website to get started!

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