Boosting your SMS marketing strategy with A/B testing

 · 2 mins
Incorporating A/B testing into your SMS marketing strategy is not just a nice-to-have—it’s a necessity in today’s competitive market.

Understanding A/B Testing

A/B Testing involves splitting your audience into two groups and sending a variation of your SMS marketing message to each group to determine which performs better. In this article you’ll learn how to implement A/B testing into your campaigns and boost your ROI.

How to test?

1. Message Content: Experiment with different wording, calls to action (CTAs), and overall message length. Determine whether a concise message or a more detailed one resonates better with your audience.

2. Send Time: Test different times of the day and days of the week to find the optimal send time that results in the highest engagement.

3. Personalization: Incorporate personalized elements such as the recipient’s name or location to see if personalization boosts response rates.

Steps to A/B Testing

1. Define Your Goal: Outline what you aim to achieve with your test. Are you looking to increase open rates, click-through rates, or conversions?

2. Create Variations: Craft two distinct versions of your marketing SMS. Make sure the variations are significantly different to obtain clear insights.

3. Segment Your Audience: Divide your audience into two groups that are as similar as possible in terms of demographics and past behaviour to ensure reliable results.

4. Analyze Results: After running the test, analyze the data to determine which version performed better. Use this insight to refine your future campaigns.

Benefits of A/B Testing

  • Improved Engagement: By understanding what resonates with your audience, you can craft messages that are more likely to engage and convert.
  • Cost-Effective Optimization: A/B testing allows you to make informed decisions without any additional financial investment.

  • Enhanced Customer Experience: Tailoring your messages based on test results leads to a more personalized and relevant customer experience.


By continuously testing and optimizing your messages, you can make sure that your SMS campaigns resonate with your audience and drive your ROI. Start small, test often, and watch your engagement rates grow.

For more insights and expert tips download our SMS Playbook.

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