If you have an SMS or Push program, you may be neglecting one of the most useful metrics you have to guide your content -- the Quit Rate, which is simply the ratio of users who unsubscribe to those who act. It's the best measure of value versus annoyance in your messages.
Back in my Email Diva days, I tried to make the Disaffection Index -- the ratio of Unsubscribes to Clickers -- a standard metric. Despite April Mullen's efforts to revive it, we will have to agree that I failed. But how many emailers see a dramatic change in their Unsub rate, calculated as Unsubscribes/Delivered? Right, none. It varies from one tiny fraction to a slightly larger tiny fraction, and as a result, is largely ignored.
When you look at the ratio of Unsubscribes/Clickers, it tells a very different story. You can see dramatic differences in programs and even segments when viewed in this way.
Applying this same idea to short message programs is also far more revealing. People are more selfish with their phone real estate. They are far more likely to text STOP or delete your app if they are not getting value from your short messages. So you need to have your finger on the pulse.
Here’s what I have learned from monitoring Quit Rates. Quit Rates rise when you send:
Monitor and compare your own Quit Rates. What can you learn from the best and the worst? Please share your experiences and questions!