What are the most important metrics to track for SMS campaigns?

2 Open rate

Open rate is the percentage of SMS messages that are opened by your recipients. It indicates the level of interest and attention that your SMS campaigns generate. SMS messages have a very high open rate compared to other channels, as they are usually short, urgent, and personal. However, you should not take this for granted and assume that every SMS message you send will be opened. To increase your open rate, you should craft compelling and relevant messages that offer value and urgency to your audience, use personalization and segmentation techniques, and test different variations of your SMS content and timing.

4 Conversion rate

Conversion rate is the percentage of SMS messages that lead to a desired outcome, such as a sale, a sign-up, or a referral. It evaluates the performance and impact of your SMS campaigns on your bottom line. A high conversion rate means that your SMS messages are successful in persuading your audience to take the final step in your marketing funnel. To improve your conversion rate, you should align your SMS messages with your audience's needs and pain points, use urgency and scarcity tactics, provide social proof and testimonials, and follow up with your audience after the initial SMS message.

5 Opt-out rate

Opt-out rate is the percentage of SMS recipients who unsubscribe from your SMS list. It reflects the satisfaction and loyalty of your audience with your SMS campaigns. A high opt-out rate means that you are losing subscribers and potential customers, and that your SMS messages are not meeting their expectations or preferences. To reduce your opt-out rate, you should respect your audience's consent and privacy, avoid spamming or overloading them with SMS messages, provide them with easy and clear ways to opt out, and ask for feedback and suggestions on how to improve your SMS campaigns.

6 Return on investment

Return on investment (ROI) is the ratio of the revenue generated by your SMS campaigns to the cost incurred by them. It demonstrates the profitability and efficiency of your SMS marketing strategy. A high ROI means that you are getting more value from your SMS campaigns than what you are spending on them. To calculate your ROI, you should track the revenue and cost associated with each SMS campaign, and use the formula: ROI = (revenue - cost) / cost. To increase your ROI, you should optimize your SMS campaigns based on the other metrics mentioned above, and experiment with different SMS formats, frequencies, and segments.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?