A/B Testing Your SMS Campaigns
TL;DR:
- Test one element at a time – message content, send times, or offers
- Split your audience into equal groups and send different versions to each
- Focus on clear metrics like open rates and click-through rates to measure success
- Start with small changes to identify what actually moves the needle
- Use your SMS platform's built-in analytics to track results properly
A/B testing helps you figure out what actually works in your SMS campaigns instead of guessing. You create two versions of a message, send them to different groups, and see which performs better.
What to Test First
Message Content
Try different wording, tone, or length. One version might be direct and punchy, another more conversational. Keep the core offer the same so you're only testing the messaging approach.
Send Times
Test morning versus evening sends, or weekdays against weekends. Your audience might respond better at specific times, and this varies hugely between industries.
Offers and CTAs
Change up your call-to-action or the way you present an offer. "Save 20%" might work better than "Get 20% off" for your audience.
Setting Up Your Test
Most SMS platforms make this straightforward. You'll want to:
- Split your contact list randomly into equal groups
- Create your two message versions (keep one element different)
- Send both versions at the same time
- Wait for enough responses to make the data meaningful
Make sure your test groups are large enough. Testing with 50 people per group won't give you reliable results. Aim for at least a few hundred if your list allows it.
Reading Your Results
Look at the metrics that matter for your goals. If you want people to visit your website, focus on click-through rates. If it's about immediate sales, track conversions.
Don't get distracted by small differences. A 1% improvement might just be normal variation. Look for clear winners – differences of 10% or more that you can be confident about.
Common mistake: Calling a test too early. Give it at least 24-48 hours so people in different time zones and with different schedules can respond.
Making It Work Long-Term
Keep a record of what you've tested and the results. Over time, you'll build up a picture of what works for your specific audience.
Test regularly but not constantly. Running too many tests at once makes it hard to know what's actually driving changes in performance.
Remember that what works can change over time. An approach that worked six months ago might not work now, especially if your audience has grown or changed.
FAQs
How long should I run an A/B test?
Give it at least 24-48 hours for SMS campaigns. You want to capture people who check messages at different times. If response rates are very low, you might need to run it longer.
Can I test more than two versions at once?
Yes, but it gets complicated quickly. You need larger audience segments for each version, and it's harder to draw clear conclusions. Stick to A/B (two versions) until you're comfortable with the process.
What if neither version performs well?
That's useful information too. It might mean the core message or offer needs work, not just the wording. Use it as a starting point for your next test.
Jargon Buster
A/B Testing – Comparing two versions of a campaign to see which performs better
Control Group – The original version you're testing against
Conversion Rate – Percentage of people who take the action you want after receiving your message
Statistical Significance – When results are reliable enough that they're probably not due to chance
Wrap-up
A/B testing takes the guesswork out of SMS marketing. Start with simple tests on one element at a time, give yourself enough data to make confident decisions, and keep track of what you learn.
The key is consistency. Regular testing, even of small changes, builds up valuable knowledge about your audience over time.
Learn about QuickSMS: https://www.quicksms.com/