The number of opt-ins is a measure of how many people have agreed to get your SMS messages. They may be marketing or informational messages, but before you can send any, people need to agree to it.
This is the place where every SMS campaign starts, and it might seem difficult. But the numbers tell a different story. Not only do people sign up, but they usually do so quickly once the opt-in campaign is launched. Here are some example numbers of how many, and how fast, businesses received opt-ins:
- 13,000 subscribers in 5 weeks
- 6,000 in one week
- 4,000 per week
- 16,000 in one year
- 163% increase in consumer opt-ins by adding incentive
That last one is important. The other campaigns in the list may also have had an incentive, but in the last case they noticed an incredible increase when they added one to their existing opt-in campaign. Sometimes businesses are afraid to include incentives because people might sign up, then leave after getting the goods.
The data doesn’t support that concern though. On average, retention rates are quite high. Depending on industry, 93-97% of opt-ins remain on the list for other promotions. That means for every 100 or so you get, between 3-7 will grab the deal and leave. You still have up to 97 new subscribers. That’s quite good!
For the 13,000 in five weeks campaign listed above, they found 93% of their opt-ins were still on the list after the five weeks was over. That’s in line with the averages I mentioned above. So, if you’re still debating on whether to add an incentive, stop. Just do it, and you’ll be glad you did.
Another aspect of opt-ins is how much they spend. We’ll get into sales specifically in another blog, but I think the data are important here too. In one case study, a company found that people who opted in spent 80% more than those who were not on their SMS list.
In another example, a car dealership made 76 sales of cars quickly after running one campaign. If it works for big-ticket items like cars, surely it can work for anything.