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How to use data analytics to create messaging that connects and converts

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Todd Kamp

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Apr 22, 2022
6 min read
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When you have an accurate method for tracking, analyzing, and adjusting your communications, you can better ensure that budgets are being put to good use and that your efforts don’t go to waste. To help you get the most out of your messaging, we’ll explore how analytics, data, and real-time insights offer multiple opportunities for success.

 

Focus on the message analytics that matter most

When looking to implement new processes or simply upgrade the way your organization communicates, knowing exactly how recipients are engaging with your messages is paramount. From deliverability to action rates and purposeful responses, there are a number of ways to gauge whether certain channels are worth being utilized, which recipients are most willing to engage, and how your outreach can best be delivered moving forward.

Internal communications

Whether it’s sending communications that allow field workers to check in, releasing product update videos that are required viewing, or setting ongoing celebratory reminders, message analytics can prove to be an educational tool for organizing and streamlining your internal engagements.

For example:

Let’s say you’re a large organization that sends out weekly recaps designed to inform your team on the latest and greatest product updates and newest releases. Out of 100 employees, you see that only ten, on average, are opening the messages in the first place. Even then, only one is delivering feedback on an ongoing basis.

You have a couple of choices:

  1. Rather than employing a team member (or multiple) to source these updates, package them together, and present them via a dedicated channel, you may opt to send a quick text-only email or eliminate the practice altogether.

  2. Alternatively, you can now identify which email addresses/phone numbers/etc. on record are not engaging with these messages and prompt them with follow-up messaging that reiterates their importance. You can also request feedback for improving the way that information is disseminated to your team and better hone future outreach.

No matter which route you choose, knowing how your team is or isn’t interacting with your messages allows you to adjust a countless number of variables to either justify a new strategy or shift budgets and efforts to other, more worthwhile resources.

 

External communications

When it comes to B2C communication and important business objectives like lead nurturing and brand awareness, the power of real-time analytics data is undeniable. With marketing budgets and the productivity of entire teams dependent on seeing a positive ROI from outbound messaging, businesses need as many insights into what is and isn’t working as possible. 

That includes metrics like:

Deliverability

While you’ll want to keep track of how many recipients interact with your messages – whether it’s via SMS, email, video, social, etc. – the first step is ensuring your messages are being received at all. Mobile carriers and regulatory agencies each have their own set of rules for businesses to reduce spam complaints, so navigating these to avoid suspension or altogether termination is crucial.

Device data analytics

Once you’ve ensured that messages are being delivered intelligently, it can be helpful to identify which devices your customers are utilizing most, i.e., phone, tablet, laptop, home PC, etc. Even knowing whether they’re Apple or Android users can help you target communications accordingly, as some features vary from device to device.

Real-time responses

While many organizations see data as a numbers-only game, the type of information gathered by reporting tools can be quite nuanced. For instance, during times of emergency, government teams may have automated messaging sent out to affected areas in order to reach vulnerable citizens for mass wellness checks. If your reporting tool is up to snuff, you’ll receive live feedback from users with a range of responses that allow you to follow up appropriately. This can range from directing the right response crew to a particular location, adding some recipients to a “Safe” list, or even learning where real danger areas are based on responses.

Targeted customer communications

At the end of the day, we all know that no customer is alike. Each one has preferences and biases, some wait for sales, others require personalization, and the list goes on. However, with the right insights, you can cast a wide enough net to catch consumers at the right time, on the right channel, and with the right message.

For example:

Let’s say you’re a small business that is trying to build brand loyalty in your local area. And, if you haven’t been asking shoppers to provide at least one method of contact, put that at the top of your to-do list. Now, you’ll want to nurture those contacts with recurring drip campaigns that promote upcoming sales, limited-time items, new releases, loyalty perks, and more.

 

If you’re not seeing high engagement rates, there are a number of factors to take into account, starting with:

The channels you’re connecting on. If your emails only see a few opens and the rare click-through, it may be time to pivot to another channel like SMS.

  • With engagement rates of 98% when it comes to SMS (as opposed to just 20% with email), if you’re not seeing engagement to match those kinds of numbers, it might be time to adjust the promotion or the tone you’re using to address recipients.

Unique engagement levels. If you see engagement rates vary from email to email, you’ll want to take a closer look at the sends that are doing well and mimic those successes.

  • What day are you sending on? What time of day? Who are the recipients?

The type of format you’re using. No matter if it’s an SMS, a social post, or a video, ask yourself what’s causing recipients to either engage or unsubscribe? Then, look to the data.

  • If you’re seeing plain-text emails get more engagement, then it may be time to say goodbye to the time-intensive, graphic-focused ones.

  • If one SMS message starts with clear customer savings and another is simply conversational, identify the better performer and lean heavily in that direction.

The best part is that smart reporting allows you to see and react to each of these, and more. This includes keeping records of all communications if you’re a company subject to compliance tracking, audits, and other regulatory requirements. Or if you have stakeholders that want to see that effort is matching effect.

Plus, keeping records of interactions and outreach allows you to collate long-term data and adjust accordingly come the new fiscal year.

 

Leverage a business intelligence reporting tool that does it all

Whispir’s data reporting tools give you a 360-degree view of what is and isn’t working. To help you leverage these insights, Whispir also delivers:

 

Whispir’s smart reporting provides the insights you need to stay current with best practices, refine ongoing processes, and elevate the ways in which you reach employees and customers. Our team will be more than happy to walk through your specific needs and goals.

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