Difference Between Kiosk Opt Outs & Keyword Opt Outsadmin
Difference Between Kiosk Opt Outs & Keyword Opt Outs
BY PARKER MITCHELL
One of the key metrics of our system is opt outs. This is basically your rejection rate or how many customers in some way rejected your text marketing system. Rejection is part of the game and you must expect that you will have rejection. If you go into the program with this expectation, then you will not be disappointed with the rejection rate because you have already penciled in this expected result and you do not identify with it. What you want to keep an eye out for is abnormal rejection rates because that means there are some things you are probably doing to cause a spike in rejection and you may probably want to reexamine/readjust.
There are two opt out metrics: Kiosk Opt Outs and Keyword Opt Outs
Kiosk Opt Outs
This is how many customers press the red opt out button on the kiosk instead of entering their phone number and agreeing to the text marketing legal disclaimer. They are basically saying they do not want to receive texts or be part of your coupon program. At the beginning of the program, we are looking for 80%+ of people opting in and 20% or less people opting out of text marketing on the kiosk. As your program becomes more recognizable, then you should see these numbers improve. If implemented effectively, then almost all customers should want to opt in and you will see great results here. If your kiosk opt outs average above 20%, then there is most likely room for improvement and we have a few ideas which may help based on what has worked in the past to improve in this area.
Above is an example on our monthly Texn Rewards report of what to look for when figuring out your kiosk opt-outs. All numbers above are falsified and do not represent actual data.
Keyword Opt Outs
This is how many customers texted in “STOP” once they opt in on the kiosk. Once they text in “STOP” to our shortcode, then they will receive a message letting them know they are opted out of your campaign. You should not have more than 2% of your customers text back “STOP”. However, there will almost always be at least a few subscribers who do this every time you send out a text blast. Do not be alarmed by this if you see keyword opt outs on your report. This is normal and it would be weird if nobody opted out after sending a text blast. However, it is all relative based on how many contacts you have. If you have 50,000 subscribers and send a blast to your whole list, then it would not be abnormal to have a few hundred people opt out. If you have 1,000 contacts, then you might have 10-20 people opt out after a text blast. You should always add more people then the number of people who opt out by a huge margin so your list will perpetually grow. This metric is on your kiosk summary report and we can add it to your Texn Rewards monthly report, if needed. If you ever have more than 2% for keyword opt outs, then we should reexamine the texts going out to make sure it is optimized. We have a few ideas here, however, this rarely is an issue.