business sms

Using Business SMS to Make a Difference with Your Customers

Even though business SMS and mass text marketing have started to become major assets to many companies, there is a certain level of stigma still associated with using texting for business purposes. After all, isn’t sending someone an SMS message directly to their phone invasive? Still, others believe that business SMS is outdated, so what is the truth?

The reality is that there has never been a better time to get involved with SMS marketing. Most of the misconceptions that business owners have stems from a simple misunderstanding of what business SMS is and how it can help make a difference for your customers.

In order to clear the air and help you get started on what could be a revolutionary customer retention technique for your business, we have put together this article on how to properly use SMS for your business. Your customers need to be engaged for them to stick around, let’s figure out how to do that together.

business sms

Cold hard stats

For those of you who are reading this and are still unconvinced, before we get into exactly how you can make a difference with your customers, let’s take a look at some cold hard stats.

  •      75% of people would like to have offers sent to them via a text.
  •      66% of people subscribed to mobile marketing have made a purchase as a result of receiving a text message.
  •      SMS reminder can increase the attendance rate to an event by 45%.
  •      It takes the average person 90 minutes to respond to email, but only 90 seconds to respond to a text message.

And, the most impressive of all:

  •      SMS messages have a 97% open rate.

When you compare these stats to similar marketing channels such as email or social media, the difference is striking. However, the question still remains to be answered: how do we use this information to provide added value for our customers? Good question.

How to make a difference

The hardest thing for most people to wrap their minds around is exactly how powerful business SMS is. The ability to send targeted messaging to your customers and moments later have them read it is something previously unheard of.

However, like Spiderman, with this power comes great responsibility. In order to help you make sure you are getting the most out of SMS marketing, here are some of the best practices and benefits for using it to your advantage.


Improved communication

While it used to be that with email marketing and other channels that you wouldn’t know if the user had received your message, you know that your customers are getting your texts with business SMS. This is a double-edged sword. While it is great that your communication with customers has significantly improved, sending them the wrong messages will end you up worse than when you started.

Before you send your first mass text message, you need to understand that unless your message has a clear call-to-action that will provide benefit to your customers, it probably isn’t worth sending. The reason customers open SMS messages at such high rates is because they expect it to be important. Don’t tarnish this by sending them a lot of information that they don’t need. The best way to avoid this is with our next best practice: personalization.


The best way to make sure that your business SMS message provides value to your customers is through personalization. In fact, unless there is general information that you need to spread to your customer base, all of your SMS marketing should be personalized to some level.

Make sure that you have your customers segmented into the proper channels before beginning to maximize efficiency. Once this is done, craft messages that meet customers where they are. For instance, if you run a restaurant, personalize your messaging to when your customers are coming to your establishment.

Not only that, but if you can track their user engagement metrics, you may even be able to send them an offer of their favorite item off of your menu. Every added personalization to your message increases the chance that the customer will convert into a sale or take the next step. Even if they don’t, they will remember your attempt come next time.


Now, you may be wondering, “How will I have enough information about the customers to know how to personalize for them?” Well, one of the benefits of business SMS is that customers have to opt-in to receiving messages. This is to avoid customers receiving spam messages, another reason why blasting your customers with general messaging is not a good idea.

You, however, can utilize the opt-in feature to capture new information on your customers that can then be used for personalization in the messaging. When they opt-in, simply ask them a few questions about what they expect to receive with these messages. Then, all you have to do is meet their expectations and you are golden.

Keep it short

Our last word of advice for you is to keep it short and simple. Although we have covered many different tips and tricks to making sure your brand messaging is on point in your business SMS, there is also something to be said for brevity.

Like any marketing channel, you need to work with what you have. Most SMS providers have character limits, so you should definitely stay within those. But by embracing the power of business SMS, you also need to keep it to just the important parts of the message.

Keep it short. Say what you need to say. Provide a follow-up action, preferable with a link to complete that action. Get out. Do this, and not only will your customers thank you, but your wallet will too.

sms marketing

Final thoughts

When it boils down to it, business SMS marketing is rather simple. You just need to provide information of value to your customers when they need it. It’s definitely not rocket science.

Hopefully now that you understand exactly the value you should be offering and how to get it into the hands of your customers you will have no problem improving your business with this under-utilized technique. With so much potential, who knows what will come next?

customer retention strategy

5 Customer Retention Strategies Designed to Maximize ROI

On this blog we have talked about how important customer retention marketing is many times, especially in 2017. The reason we do this because it is true. Focus on retention is the reason why big names like Amazon and Netflix are always on their customer’s minds. However, not everyone has the budgets of someone like Amazon for their customer retention strategies.

For smaller business and newer start-ups, customer retention is just as important (if not more so), but they don’t always have the money for certain strategies. Due to this fact, we have put together 5 customer retention strategies that focus on giving you the best ROI (eturn on investment).

Hopefully, once you see these strategies come to fruition you will be able to turn towards other ideas. But for now, let’s take a look at how we can retain customers while saving you money.

Five Customer Retention Techqunies to Improve ROI

customer retention strategy

1. Create content for post-purchase engagement

After someone makes a purchase from your business, there are two scenarios that can play out. The first is that they were not satisfied or otherwise decide not to purchase from you again. This is known as churn. The second is that they found value in your offering and decide to return again for something else.

Content marketing is one of the tried and true customer retention techniques that does a great job to reduce churn rate and keep your customers engaged after that initial purchase. Use content to remind your customers of the value they received (or expected to receive) from their purchase.

Creating content can also be a way for you to explain the different uses of your product or offering. For instance, if you are selling an app and users aren’t sure of all of the features, create content that you can send them on where they might be going wrong. Make it so easy for your customers to understand and use your service that they never go looking for someone else.

2. Send marketing messages people actually want to read

Jumping off of our last customer retention strategy, once you create the content, you need a good way to get that content into the hands of your customers. This is where marketing messaging and engagement comes into play. This can be an email, social media post, SMS marketing, or whatever you have decided for your strategy.

However, the first rule of sending any marketing message is that you should only send messages people actually care about enough to read. If the first few emails or messages sent to a customer are not what they are looking for, by the time you actually do send something catered to them, they might have already unsubscribed or stopped reading.

In order to make sure that you are getting the right messaging to the right people, segment your audience into different lists and characteristics to avoid this problem. As an example, if you were running a fitness club and sent a weight-lifting email to a group of pregnant mothers, you wouldn’t get a good response. Not saying that pregnant mothers can’t lift weights, they just might be more interested in a prenatal yoga class instead. This is a problem that segmenting your audience will solve.

building a community - customer retention strategy

3. Build a community to get customers involved

The most important part of having a community customers will get involved in is trust, which can be established through providing relevant content to your customers (as we just mentioned). Once you have laid this groundwork, provide a space for your customers to interact with your business, but also with other customers.

There are many ways you can do this, such as a forum on your website, Facebook group, or many other online options. Not only will this make it easier for your customers to find information on your company, but you won’t always have to be the one providing it.

No matter how much trust your customers have in your business, they will most likely trust other customers more. This is fine. By giving them a place to talk together, you are incentivizing them to stick around and creating a community of customers that will stay involved.

4. Facilitate a customer loyalty program

By now, you should have a good idea of what it means to provide value and meet your customers where they are. This is the key to any customer retention strategy. However, providing these opportunities for your customers isn’t always enough. Sometimes they need an extra push.

Customer loyalty programs and user engagement platforms are a fantastic way to give customers an extra little boost to keep them around. Customer loyalty programs can offer rewards for repeat visits or purchases, while user engagement platforms allow you to send targeted messages to customers wherever they are.

Consider creating a customer loyalty program, especially if you work in an industry that relies on repeat uses or purchases.

building a companion app - customer retention strategy

5. Build a companion app

Our final cost-effective customer retention strategy is by far the most expensive, but it also can have the largest return. Building a companion app for your business is a fantastic way to keep your customers engaged and remind them of your business. Apps can host all of your content, how-tos on product usage, and even videos with demonstrations on how everything works.

You can even utilize your app for re-engaging customers and prompting them to make additional purchases. If you have a selection of products, include an easy way for your customers to select and purchase them right within the app.

For example, EA Gaming studios found success with this when they released a companion app for their latest Sims game. Not only did a large amount of customers download the app, but according to their report, 32% of people went on to make further in-game purchases.

Having your own app also opens up additional channels by which you can get in touch with your customers. For example, sending push notifications can be the difference between someone making a buying decision over not. Look into what a push notification service can do for you and see if it works with your customer retention strategy.

Summing Up:

These were some of the best customer retention plans that you should follow in order to improve your ROI. If followed properly they can really help you in retaining your customer in the best effective ways, which in turn will give you much better ROI results.

push notification service

How to Get the Most out of a Push Notification Service

Even though push notifications have been around for a while now, only recently have mobile user engagement companies and push notification services come into the forefront of marketing in the digital age. As more companies begin to add push notifications to their roster, the need for well-crafted messaging continues to gain value.

In order to help your campaign, whether you are using a push notification service or doing it in-house, we have put together how to get the most out of this latest trend. With more companies adopting this method than ever before, it is a necessity to stand out and be different than all the others. Hopefully, with a few tips, you will have exactly what you need to do this.

push notification serviceWhy sending good push notifications matters

Before we take a look at exactly how to create good push notifications, let’s first talk about why it matters. According to recent research, 71% of app installs are triggered by a push notification. Users who may not have ever uninstalled your app will be reminded to by a badly thought out push notification.

However, when done correctly, push notifications can help with customer engagement, retention, and overall satisfaction with your app or service. Knowing now why you need to focus on crafting these messages, let’s now get into exactly how to create remarkable push notifications and campaigns.

Keep timing in mind

As we just mentioned, the downside to a poorly done push notification is losing the user altogether. This is why our first word of advice for using a push notification service is to always keep timing in mind. There are certain times of day that your users don’t want to be disturbed. By sending a message at the wrong time, you risk catching them at a bad moment and losing them forever.

Use mobile app analytics to learn about your customers. Depending on the industry you fall within will change the scheduling of when you send out your push notifications. For instance, sending someone a push notification for coffee at 7pm will likely have a much lower success rate than one sent at 7am. Make sure that you are monitoring and scheduling with your push notification service for times that make sense for you.

push notification androidUse push notifications to meet users outside of the app

While there are many reasons to use a push notification service, the primary goal of most campaigns is to reduce churn rate and retain customers. You have spent a lot of time, energy, and resources to acquire the customers, now it is time to make sure they stick around.

Thankfully, push notifications are perfect for this type of brand messaging. Push allows you to meet your users outside of the app and remind them of the value that they offer. Most companies prove their value up front and expect it to last them through the customer relationship, but now that users have more choices, this simply won’t do.

Use push notifications to remind users of the value that you offer. Whether it be promotional or simply to remind them you exist, make sure that your push notification has a purpose and will add value to the user.

Know what to measure

With any marketing campaign, measuring success can be done in a variety of different ways. After all, unless you measure how things are working, how will you know if you are being successful or not?

When it comes to push notification services there are three main metrics you should be monitoring to tell you whether or not your campaign is going well. These metrics are:

  •      Opt-in rates: the fact that someone has downloaded your app does not mean that you can start sending them push notifications immediately. Monitor your opt-in rates to make sure your messaging is on-point to ensure that you are doing all you can to get users engaged.
  •      App uninstalls: we mentioned this earlier, but this metric is critical to your success. If your push notifications are leading to higher app uninstalls, stop what you are doing and rethink your approach.
  •      Conversions: the most important metric with a push notification service is that the messages are actually doing their job. Conversions, after all, is the ultimate goal.

Take a long-term view when analyzing results

Now that you know the different areas to track, our next best practice involves the next step. As you monitor your results, remember to keep things in a long-term view. What this means is that often push notification services can take a bit to get used to, both with your messaging and timing. Along with that, your users will have to get used to receiving them.

The reason you should take a long-term view is that it is simply the best way to understand your results. For instance, many companies (namely Slack) have seen great results early on in a campaign, only to see it falter later. While others have stuck with a program that didn’t seem like it was going to work, but just needed time for the users to get used to it. Just remember to always keep the big picture in mind.

push notification iOSGive the user what they want

Earlier when we were talking about measurement, we mentioned conversions. Conversions mean that the user took whatever prompt or call-to-action that was in your push notification and tapped through to the next screen. This is very important to success, but the only way to have success here is by giving the user what they want.

Companies in the past have had great messaging with their push notification service but when users clicked through to find out more, they didn’t find what they needed. Learn from their mistakes. Set the expectations of your user so that you can meet them and give them what they want the first time.

austin customer success

First Austin Customer Success Meet-Up in the Books

Thursday evening, Gleantap hosted the first Austin customer success meet-up of the year. Professionals from multiple industries were in attendance to learn about customer success and what that means in 2017.

The Customer Success Meet-up group was started by Strikedeck in the bay area as a way to learn from other professionals. We were joined by Strikedeck CEO and Co-founder Shreesha Ramdas who was integral in helping Gleantap start the Austin chapter.

Our first speaker, Dan Koellhofer, offered us his insights on Thinking Massive in B2B Customer success. As Chief Innovation Officer at First Advantage, Dan knows a thing or two about customer success, having been in the field for many years.

austin customer success

After his presentation, Koellhofer fielded questions from attendees and helped them to better understand what they, as customer success professionals, can be doing better for their customers.

Our second speaker, Adam Patrick, walked us through Customer Engagement and Retention for a B2C Company. Adam is a friend of Gleantap and the Director of Customer Engagement at United Planet Fitness, one of the largest Planet Fitness franchises in the nation.

austin customer success meetup

Adam walked us through how United Planet Fitness has been able to harness the powers of customer success tools like Facebook, SMS marketing, and more to engage their customers on a new level. Patrick was also able to field questions at the end about where he sees the world of customer engagement and retention heading.

We would like to thank Shreesha for his help starting the Austin chapter, Dan and Adam for sharing their knowledge, and all the attendees who brought their own perspectives to the conversation.

If you are interested in the Austin Customer Success Meet-up, we are planning on having one every quarter, so don’t miss out on the next one! Please reach out to Nathan Ellwood ( for more information on attending.

business texting

SMS Marketing In 2019 | Top #1 Easy Guide For Text Message Marketing

Did you know?

The average person sends and receives an average of 42 text messages per day. And if we look at younger demographics, that number is even higher, with groups of teenagers averaging over 100 messages per day!

Not only that,

Business Texting

But of those texts, 97% of them are opened and read. With numbers like this, it’s not hard to understand why business texting and SMS marketing have taken off in recent years.

If you are even on the lower end of these ranges, you are probably still familiar with SMS and texting for personal use.

Today we are going to take the knowledge you already have on texting and show you how you can turn the latest trend in marketing into a success for your company.

As Julie Andrews said in the Sound of Music, the best place to start is at the beginning. In the spirit of this song, let’s start by taking a look at where business texting came from and how we got to this point where business texting is becoming a dominant force in marketing.

Where did SMS come from?

You may be wondering:

Where did SMS come from?

sms marketing strategy

Ever since the first SMS message was sent in 1992, the technology has been improving by leaps and bounds.

While messaging services like WhatsApp and GroupMe allow users to send messages without a cellular plan, the idea of instant messaging in this way is more popular than ever.

Bu, you are probably wondering:

“How did sending texts to your friends turn into the trend of mass text marketing?”

Simply put, SMS and business texting are simply taking advantage of four key elements that are perfect for business purposes. Those are:

  • No internet required: SMS doesn’t rely on an internet connection.
  • Speed: SMS is incredibly fast. Almost all text messages are delivered in 15 seconds or less, but the average is well below that.
  • Reach: Business texting and SMS allow you to reach anyone with a mobile plan and device. This means that you have access to roughly 90% of the adult population at your fingertips.
  • Devices: SMS can be used with any type of mobile device.

Each of these factors, but specifically no need for internet and no device restrictions, are the reason why SMS has higher engagement rates than email, Facebook messaging, or other programs like iMessage and Skype.

What is SMS Marketing?


You have some background on SMS marketing definition and context for why business texting has become a popular trend, let’s talk about the uses of SMS marketing services for your business.

Here’s the deal:

SMS  or Text Messages are fast, efficient, and direct, there are a series of different business uses for it. Each of these uses can be broken down into two categories: automated, one-way texts and customized, two-way texts.

sms marketing

1. Automated, one-way text messages

Opt-in notifications


By signing up to receive SMS messages when your bills are due or there is a needed action on your account, you can stay on top of your account and stay engaged.

Business should use this to engage customers and keep them up-to-date on time-sensitive activities. SMS opt-ins are not only required, but they are a great way to establish the type of relationship you want to have with your customers.

Opting in solidifies that they want to receive messages from your business, so make sure you are treating these customers right and only providing them with valuable, relevant information.

SMS Marketing Campaigns

Here’s the deal:

By having your customers opt-in to receiving marketing messages you can reach them at appropriate times for your business. For example, a restaurant could send a text around 11:30 am to encourage the user to go to their establishment for lunch.

However, be aware that sending a targeted marketing message at the wrong time can turn off your customers quickly. Make sure you understand the timing of your message before hitting ‘send.’

Real-time info on request

business texting serviceBusiness texting allows you the option to send real-time information to your customers as they need it. For instance, a bus company could alert their customers to change in routes and update times as they happen.

It gets better:

These are also helpful to the end user, but you will be reminding them of who you are, so it can double as a marketing campaign.

2. Customized, two-way text messages


Salespeople have started to notice that traditional means of sales communication are no longer working like they used to. Phone calls, emails, and other channels are falling by the wayside. However, business text marketing strategies are rising.

This is crazy:

Due to the fact that not only does SMS have a 97% read rate, but a 35%-45% response rate as well. Your prospects are already on their phones. If you want to reach them, this is where they are.


In 2018, more customers than ever before prefer to have their support claims and questions done through SMS advertising. Since most of the messages for this can be created beforehand, this increases the efficiency for both the company and the customer.

Want to know the best part?

Not only can this help you to increase customer engagement and satisfaction, but it truly is a great way to help your customers out in a pinch. You can deliver how-to guides, advice, or simple things like password resets all directly to their mobile device.

Customer Engagement

Customer retention marketing and engagement is another recent trend that has begun to pick up steam. Instead of focusing on acquiring new customers, businesses today are shifting their focus toward taking care of the customers they already have.

customer retention marketing

Want to know the best part?

Business texting is the perfect fit for this recent trend in marketing strategy. By simply sending a targeted SMS message ever so often, you can do more to keep your customers engaged than some full-fledged marketing campaigns.

Use SMS to keep your customers engaged, even if all that means is sending a ‘thank you’ message.

Marketing automation

Another way to engage customers in new and exciting ways is with marketing automation, something that SMS fits well within. For example, marketers can set up a campaign well in advance and use SMS keywords to help their customers find solutions in an efficient manner.

Simply allowing customers to text back HELP or INFO to receive additional information on their problem can make a difference between a satisfied client and a lost sale.

Bottom line?

As more brands are getting involved in this kind of marketing automation, the capabilities of the program are only becoming more robust and powerful. By allowing users to better define their customer journey and experience, you can set yourself apart from other brands that haven’t discovered SMS marketing yet.

Not only is this a better way to reach your audience, but if you can provide value with it you will have establish lifelong customer relationships.

Customer loyalty

Another advantage to working with SMS is how easy it is to incorporate with a customer loyalty program. Many businesses now use customer loyalty programs to increase engagement with the company and repeat visits to the physical location. When you pair this with the potency of SMS marketing, it can be a marketing force to be reckoned with.

However, like any SMS campaign, their are a few best practices that can ensure your customer loyalty program is as powerful as possible. For instance, you can increase interaction with the program by giving your audience an easy call-to-action via text message marketing to get more of your customers enrolled in the program. The more they use it, the more they will come into the business and tell their friends.

Best Text Marketing Practices For Business

It is very important to know how to do sms marketing and get the most out of it. While there are many best sms marketing practices that we will go over in another article, we wanted to leave you with a few that you should always keep in mind.

  • Communicate your intentions clearly and right away. Tell your contacts that you are going to text them. Your customers will likely be open to receiving texts over email, but only if you ask first!
  • Don’t spam your customers. One of the reasons why business texting is so powerful is that there are stricter codes when it comes to sending texts over emails. Not only will your customers not appreciate your spamming, but you might have legal recourse as well.
  • Avoid mass texts without purpose. While a mass text campaign might make sense every once in a while, less-frequent personalized SMS messages are likely to have a higher success rate.
  • Deliver value. Before every text you send, ask yourself, “Does this deliver value to the customer?” Unless the answer is yes, DO NOT SEND THE MESSAGE. Only send target messages when it brings immediate value to the customer.
  • Provide a way out. Sometimes customers accidentally sign up for texting or they realize that they don’t want to be signed up. Include an unsubscribe option with each text so that they have an easy time leaving. However, the best way to avoid this is by sending the right messages the first time.

While text message marketing for small business can be a powerful tool when done correctly, it can also be an efficient way to lose customers when done poorly. However, as long as you follow the best practices laid out here, you should be just fine.

mobile app analytics

Mobile App Analytics : Top 10 Metrics To Track For Better Engagement

As the world continues to shift towards mobile, the success of a mobile app or campaign is being redefined. While app developers used to rely on metrics such as downloads and overall revenue, in recent years their focus has narrowed down to the nitty gritty. Mobile app analytics are not becoming a driving force for not only understand what users are doing, but why.

Companies that can fully understand why their users are engaging with them will have a much easier time achieving success (in the 2017 definition of the word). By engaging users in ways that fit their needs and provide value, you are able to prove to them in their mind that you are worth coming back to again and again.

In order to help you better understand exactly why your users are engaging with you and how to better serve them, you have to understand which user engagement metrics you need to be tracking. In this article we will review 10 mobile app analytics that you need to be tracking and why. Before we begin, let’s talk about the “why” factor.

mobile app analytics

The “Why” factor

The “Why” factor of mobile app analytics is really just another way of talking about the value proposition of your app. If someone came up to you on the street to talk to you about your app, you should be able to the question “Why should I use it?”

Your answer to this question is your value proposition. It is the reason why users will download your app and, if the value is there, is the reason they will continue to use it.

Each of these mobile app analytics we are about to cover will help you to discover why users are engaging with your app. Once you figure this out, you will have a much clearer idea of how to meet their needs and be successful.

1. Number of downloads and installs

The first mobile app analytic you should be tracking is how many people have actually downloaded your app. This seems obvious, but there is more to it than you might expect. While tracking total numbers is helpful from a marketing standpoint to raise awareness of your app, it is also important to track where these downloads are coming from.

This is a good way to evaluate the effectiveness of your advertising campaign. For instance, if a number of downloads are coming from a site or source that you have never heard of, you should find out why. Remember, finding out what your users are doing is important, but why they are doing it is where the true knowledge is found.

2. Users

Tracking your users is one of the best ways to understand their behavior. User data can be measured in a number of different ways, such as:

  •      MAUs: Monthly active users
  •      WAUs: Weekly active users
  •      DAUs: Daily active users

These metrics can be further broken down by demographic, device, gender, age, and whatever else you need. Each of these can become a segment as you continue to grow, so figuring this out early will give you an advantage later.

3. Active users

Now that you know how many people have downloaded your app and who they are, you now need to see who is actually using your app. When 25% of apps are used once and then discarded, mobile app analytics like active users are more important than ever.

A good benchmark to have is that the active users number should be higher than the number of new users. This indicates that users are recurring, coming back more than once. This is the basis of value and user engagement.

mobile app metrics

4. Session length

Mobile app analytics can be complicated, but when it comes to session length, it is really quite simple. Session length measures the time period from when someone begins using your app to when they leave. Basically, how long they are spending in your app in an individual session.

By itself, session length is not as helpful as other mobile app analytics. However, by cross-referencing this metric with others, you can understand exactly what your customers are doing while using your app.  

5. Session interval

Like session length, session interval is pretty self-explanatory. Session interval is simply the time between one user session and the next. By itself, this metric is not that interesting, but you can use it to measure the retention and stickiness of your app. Users that come back over and over are likely keyed-in to the value of the app.

6. Time in app

Time in app measures how long users spend within an app. The range that you are looking for with this metric is going to looking very different depending on the type of app you are creating. For example, a social media app mobile app analytics would look much different than an entertainment or gaming app.

The important thing about time in app is that it helps you ask the right questions. If someone is using your app much longer than other users, you should find out why. Use time in app to find irregularities and then try your best to explain what went wrong, if anything.

7. Screen flow

Another incredibly value member of the mobile app analytics family is screen flow. Screen flow allows you to see the exact path (or flow) that users take within your app. This is a great way to solve and unanswered questions that other metrics have discovered.

An essential part of measuring screen flow is having a set app flow that you expect users to follow. Then, when users don’t convert or follow said path, you will know. Not only that, but by seeing which steps they took, you can evaluate if changes need to be made in the flow so that it is easier for users to find what they are looking for.

8. Retention rate

Retention rate is the percentage of users who return to your app at least once in the last 30 days. In the mobile industry, however, retention rates are often calculated by quarter or 90 day periods.

The reason why we use this mobile app analytic is to figure out if user retention is improving over time. It’s also a good best practice to measure this across different devices and app versions.

mobile app analytics

9. App crashes

An important customer retention technique that should be in the back of your mind is how the user interacts your app. UX and UI design are coming to the forefront and companies that don’t subscribe to these frameworks will soon be on the outside looking in.

Tracking app crashes is a good way to stay on top of technical problems that users are coming across. An app that crashes often is an app that will soon become frustrating to users. Monitor your app crashes and as you start to grow, cultivate a beta testing group to avoid unnecessary technical glitches.

10.  Lifetime value

Lifetime value (or LTV) is the total amount of revenue generated by a user before they stop using your app. This is a very simple way to measure the profitability of your app and plan for the future. Keep in mind, especially when you first start out, that a user’s LTV might be lower than the amount spent to get them in the first place.

Don’t fret! More users will come that more than make up their own cost. Once you have a good idea of lifetime value, you will be able to see what sort of profits you will be able to make in the future. If your users are not making the money for you that you expect, this will be a good indication that something needs to change.

sms marketing

Why SMS Marketing is Valuable to Small Businesses

As we have covered previously, SMS marketing and mass text marketing are becoming increasingly powerful tools for businesses to reach their customers. However, like most trends, the majority of business owners believe that it won’t work for them. Small business owners especially often think they don’t have the time or resources they need to make a difference with their marketing.

Sms marketing

What we want to tell you, is that they are wrong. SMS marketing is not just a big business tool; it works well for small businesses as well. The problem is that small businesses simply don’t have the same knowledge and capabilities of a large organization on which to base their decisions off of. That is what we want to change.

In this article, we are going to walk you through exactly why SMS marketing is so valuable to small businesses. Not only that, but we are going to walk you through the dos and don’ts of SMS marketing as well to make sure that you are set up for success. Let’s get started.

What is the value of SMS marketing?

While email marketing has dominated the industry for years, SMS has only recently been accepted as a valuable means of marketing. The first thing we want you to know is that SMS will never replace email. They both have set purposes that they are better equipped to fill.

The second thing we want to say about SMS is that it is immediate. If you are used to sending an email, waiting a few hours (or days) for a response, and then picking back up again, you might need to switch your mentality when it comes to SMS.

importance of sms marketingSMS has a 19% click-through rate and these messages are read on average in 5 seconds. Therefore, to run an efficient and effective SMS marketing campaign, you need to plan for this immediacy. Not only that, but you need to start off strong, since 90% of participants in SMS loyalty programs feel they have gained value from being members, it’s your job to wow them as soon as possible.

How to do SMS marketing properly

One of the most difficult things about SMS marketing is making sure you do it right. While email is notorious for spam messages, only 1% messages are spam. The reason for this is strict rules on exactly what you can put into an SMS.

In order to make sure that you are obeying these procedures and using best practices, here are a few of our favorite tips when it comes to SMS marketing.

Understanding the rules

Before getting started, it is worth reviewing the TCPA regulations on what can and cannot be done in SMS marketing. However, the most important thing you need to know is that you can only send text messages to customers who have explicitly opted in for you to do so. This is not an optional thing.

As we mentioned, spam is a huge problem for email, but email also has looser restrictions. The best way to avoid having a problem here is to ask your prospects to manually click an option to sign up for text messaging. While this makes lead acquisition more difficult, every lead you generate will be much stronger and have a higher chance of converting.

sms marketing company

Timing is everything

Since SMS marketing is so immediate, timing when you are going to send your targeted messaging is critically important. Remember that mobile user that open these messages do so within 5 seconds.

What this means is that your objective should be to reach your user just before they make a buying decision. For example, a pizza shop might send texts around noon, while a plumbing business might use SMS to schedule appointments. Think about when your users are likely to make decisions and try your best to get your message to them right then.

Restrict messages to 160 characters

While there are specific reasons why you should limit your SMS messages to less than 160 characters, the core idea is that these messages should be short and to the point. Your customers will use email if they want to read something longer than this, so avoid going over.

Additionally, most carriers split up text messages into multiple parts if they exceed 160 characters. Since you never know what device the user will be using, restrict your messages to below this number.

Include CTAs in every text

CTAs or Calls-to-Action are the foundations of SMS marketing strategy. Why send a text unless you want to have an immediate response and action? This is the beauty of SMS marketing, but it can also be difficult to do well.

While email marketing allows you to manipulate your message however you want, SMS is much stricter when it comes to design. This is why many SMS marketing companies opt for either making their CTA as simple as sending a word or phrase back to the number it was received from. Others include a smart URL at the end of their messages, prompting the user to click through for more information.

Importance of CTA - Sms marketing strategy

No matter what you decide as far as approach is a concern, the important thing is that you always include a CTA in every text. Without a CTA, your user has no next step and ends up in a dead end.

Further mistakes to avoid in SMS marketing

Now that you have a good understanding of the do’s of SMS marketing, let’s talk about the don’ts. While best practices can give you an extra boost, these mistakes and problems need to be avoided at all costs.

  •      Regurgitating messaging from other channels: SMS is unique and should be treat as such. Use it when it is necessary, but don’t add it to just another list of channels. SMS works best when it is exclusive.
  •      Spamming customers: Again, SMS should be used as a tool in and of itself. The quickest way to lose a valuable lead is by annoying them with constant messaging.
  •      Not integrating: Even though SMS is a tool best used on its own, you still need a way for users to enroll in the program. By not integrating SMS into your signups on your site or app, you could have the best program in the world with no one to enjoy it.
  •      Inconsistent messaging: On the flip side of spamming users, inconsistent messaging can also be a major turn-off. Mobile users often will need a second to remember who you are as SMS messaging doesn’t allow titles or subjects. If you messages are painfully inconsistent, this will be even longer and may lead them to avoid your messages altogether.

sms marketing servicesHopefully, now that you know the dos and don’ts of SMS marketing, you will have a chance to try it out (or try it again) with great success. You will be surprised at the power of text marketing to not only reduce churn rate across the board but engage clients on a new level never experienced before!

Text Messaging - Customer Retention

Boost Member Retention & Referrals through Text Messaging

In the world of fitness clubs and gyms, customer loyalty is the name of the game. Keeping loyal members at their location is the easiest way for gyms and fitness clubs to stay profitable and ahead of the game. One of the best ways to keep members around is by keeping them engaged, whether that be through a rewards program, mobile app, or tailored workout classes.

For many businesses, whether they are centered around fitness or not, loyalty is the lifeblood of their organization. However, customers today are less concerned with brand loyalty than they used to be. According to McKinsey Research, only 13% of customers are loyalists, who don’t shop around. Most are looking for the best price in town or additional features, with no thought as to who is making the offering.

This is why it’s all the more important to have a successful loyalty program. It’s important to be proactive in engaging your customers, exciting them with additional perks, reward points and making it fun with gamification.

Read Fitness Clubs & Wellness Center Use Cases

Power of text messaging

What may be seen as an unlikely source of increased loyalty to your brand, text messaging has been proven time and again as a powerful tool for both member retention and increasing member referrals.

Text messages have open rates of around 95% and are the best way to meet members where they are, which is on their phones. If you have the right positioning with your text messages, you can influence your members in a truly remarkable way.


Gleantap is a text messaging and customer engagement platform that has partnered with Perkville to help local businesses boost member retention and referrals using the power of SMS. You can now automate your customer success campaigns at scale through text messages.

Gleantap + Perkville is like loyalty on steroids. It combines the might of Perkville’s rewards program with Gleantap’s automation to get powerful messaging directly into the hands of consumers. Gleantap also creates insightful reports to show business impact through your loyalty campaigns.

How does it work?

One brand that has benefited from this partnership already is Planet Fitness’s franchise United PF that has recently implemented Gleantap and Perkville’s platform across their 67 clubs to increase member retention and referrals. They are already seeing some early wins with this roll out.

United PF has opted to display the texting instructions for their loyalty campaigns on TV screens that they have at each club. Below are some details of this implementation –


Increase Reward Sign Ups
To increase Perkville sign ups, gleantap has made it very easy for members to sign up for the rewards program. PF Members can sign up for Planet Rewards by texting REWARDS to 635-65.

Increase Adoption
To increase adoption of perkville, gleantap has made it easy for members to access their points and get a link to redeem their points. United PF members can access their reward points by texting POINTS to 635-65. By making things as simple as sending a text, you are putting the ball in your member’s court, so to speak, making it easy and completely painless to get involved in the program.

Increase Referrals
Referrals are powerful and drive up your revenue & growth easily. With Gleantap & Perkville integration, we make it simple & luring for your members to refer their friends. Displaying REFER instructions along with the reward points, can have a great impact on boosting referrals.

Integration with your mobile app

Gleantap also integrates seamlessly with your mobile app letting you run your loyalty & customer success campaigns through push notifications. It opens another communication channel with your customers.

Whether these push notifications simply remind them of an upcoming workout class they have signed up for or rope in lost sheep that might be on the verge of cancelling their membership, integrating Gleantap with your mobile app only furthers the extent of your member retention and loyalty programs.

Looking to implement this at your location?

If you are already using Perkville, talk to your account manager or Schedule a Demo and someone will get in touch with you ASAP. Your solution to member retention is just around the corner, don’t wait!

reduce churn rate

5 Secrets to Reduce Churn Rate in an Ever-Changing Market

In today’s day and age, information surrounds us everywhere we go. Information is displayed to us on our computers and laptops, it is put on billboards, and we walk around all day every day with information in our pocket. With that information comes new decisions to be made. Now that anything and everything a brand does can be accessed at all times, customers are using this knowledge to make smarter buying decisions than ever before.

This shouldn’t be news, but as more and more businesses adapt to the new way customers think, changes need to be made. Customers no longer have the same reasons for staying loyal to a brand or company. With other options available at the touch of the button, companies are starting to see higher churn rates and less customer retention.

Hoping to combat this, we have put together 5 secrets on how to reduce churn rate in this ever-changing marketplace we now find ourselves in. Some of these secrets may seem obvious, but since retaining customers has become harder than ever, maybe they aren’t. Let’s get started.

reduce churn rate

Secret #1: Focus on the good, not the bad.

Maybe it’s just the optimist in me, but one of the best ways to move forward in business is by focusing on the good, not the bad. When it comes to finding out how to reduce churn rate, the same ideology applies. By focusing on customers who stay with you instead of the ones who got away, you will have a much simpler time reducing your churn rate.

For instance, if you lose a customer who wasn’t happy with how they were treated despite customers who stay reporting that you have excellent customer service, you should not focus on the one who got away. Instead, ask the customers who appreciate your service what you could be doing better.

Many marketers who focus on retention find themselves pulling their hair out, trying to figure out why customers are leaving. The truth is: customers leave. You can’t keep all of them. Once you truly understand this and focus on the good over the bad, you will have the right mindset you need to bring your churn rate way down.

Secret #2: Segmentation is your friend.

You might be wondering, “But how do I know the good from the bad before it’s too late?” This is where segmentation comes in. By segmenting your audience into the appropriate channels, you can ensure that you marketing message is getting into the right hands.

There are lots of different ways that you can divide up your audience, so do whatever makes the most sense for your company and your goals. If you don’t know your audience or customer base well enough to know the different types of segments you need, start off with a customer persona.

Customer personas are simplified, fictional representations of different parts of your market. Create 4-5 of these personas based on a few of the clients you do know, keeping their descriptions vague enough that you can lump a good sized portion of your audience into this category. Once you have laid out the exact needs and goals of each person in these segments, you will have a better idea of when, where, and how to approach these customers.

By meeting the customers where they are, you have a much higher percentage of keeping them around and reducing your churn rate.

Secret #3: Use data for everything.

In our world that has now become full of data (or information) as we mentioned earlier, the company that doesn’t use data for everything is the company that is falling behind. Your competitors surely are (or should be) using data to make decisions and you should be as well.

Before making any marketing decision, you should be asking yourself, “does the data support this?” Every time your customers interact with you, they are giving you the data you need to sell them on your product, you just have to be measuring it and paying attention. This is also the best way to develop the customer personas we just went over.

The best way to reduce churn rate with data is by measuring it wherever possible. Start setting up ways in which to track customer data. Whether this is through your website, mobile app, or point of service, every customer interaction should be tracked and measured. You never know what you might need it for, but better to have it than not.

Secret #4: Measure happiness

If you are concerned about capturing the right data, one metric that you should be covering is customer happiness. Now, obviously, happiness is a pretty subjective thing. However, marketers have come up with something that finds out the information you are really looking for. This metric is called the Net Promoter Score.

Net Promoter Score

NPS was invented by Bain & Co. and has become a standard way of measuring customer success and happiness. The simple question that NPS is based around is a simple one. It goes like this, “On a scale of 1 to 10, how likely would you be to recommend our company to a friend or colleague?”

You might have seen this on a survey before and didn’t know it had a name, but it does. So, how does this help reduce churn rate? Based on their response to that question, you can segment your customers into three distinct types.

  •      Detractors: Unhappy and potentially damaging to your brand with negative word-of-mouth.
  •      Passives: Satisfied but indifferent. These customers are eager to jump ship when the next best thing comes along.
  •      Promoters: Loyal customers who are perfect for generating referral business.

Once you have segmented your customers based on NPS, developing strategies to reduce churn rate will be even simpler.

Secret #5: Automate to satisfy

Once you have collected all of this data and have segmented your audience, the most important step is what comes next. What do you do with all of this information? Customers have come to expect a certain level of automation with any customer experience dealings they encounter. The next step is to automate where you can to ensure quick service and guaranteed satisfaction.

Simple systems, such as receiving a thank you email as soon as making an order, can go miles for your customers. Not only that, but once these automated systems are set up, limited maintenance is required to keep them running. You can also set them up so that the data is automatically sent to the right place so that you are constantly up-to-date on your data and user engagement metrics.

Wrapping up

Each of these secrets to reduce churn rate for your business are best used in combination with the rest. Don’t sell yourself short by only collecting data and not using it or automating services without understanding why. Customer retention marketing is all about creating a holistic strategy so that your customers receive a great experience every single time they interact with your business.