SMS Marketing Metrics to Evaluate Your Strategy Success

July 22, 2024

SMS marketing might be a conventional way of reaching your audience yet brands tend to get more value from it than any other marketing channel. However, your SMS marketing campaign’s success is reliant on how you measure and evaluate specific metrics. 

By tracking those key performance indicators (KPIs), you will optimize your existing strategies, improve overall engagement, and ultimately drive better financial results for your brand. 

Our guide discusses the most essential SMS marketing metrics to gauge the effectiveness of your campaigns and make data-driven and informed decisions.

What is an SMS Metric?

An SMS metric is a measurable or visual value that companies use to track and assess the performance of their existing SMS marketing campaigns.

Usually, such metrics provide insights into multiple aspects of your strategy. Some common metrics are; delivery, engagement rates, conversions, and return on investment.

By understanding them, you will identify areas of improvement, refine your strategies and campaigns, and achieve your business goals more efficiently.

8 Essential SMS Marketing Metrics to Track

Evaluating the success of your SMS marketing strategy requires a focus on specific metrics that reflect different aspects of your campaign.

Here are eight essential SMS marketing metrics that every business should track:

1. Delivery Rate

Delivery rate measures the percentage of successfully delivered SMS messages out of the total messages sent.

A high delivery rate indicates that your messages are reaching your intended audience without significant barriers.

Factors affecting delivery rate include the quality of your contact list, the accuracy of phone numbers, and compliance with carrier guidelines.

Monitoring delivery rates helps ensure that your messages are being received and allows you to address any issues that may arise.

2. Open Rate

Open rate refers to the percentage of SMS messages that are opened by recipients. This metric is crucial as it indicates the effectiveness of your message in capturing the audience’s attention.

SMS messages typically have high open rates, often exceeding 90%, due to their direct and personal nature.

Tracking open rates helps you gauge the initial impact of your message and refine your content to maintain high engagement levels.

3. Unsubscribe Rate

The unsubscribe rate measures the percentage of recipients who opt out of receiving further SMS messages.

A high unsubscribe rate may indicate that your messages are not resonating with your audience or that you are sending messages too frequently.

By monitoring unsubscribe rates, you can identify potential issues with your messaging strategy and make necessary adjustments to retain your audience’s interest and trust.

4. Click Through Rate (CTR)

Click-through rate (CTR) is the percentage of recipients who click on a link within your SMS message. This metric is vital for evaluating the effectiveness of your call-to-action (CTA) and the overall engagement of your audience.

A high CTR indicates that your message is compelling and encourages recipients to take the desired action.

Analyzing CTR helps you understand what types of content and CTAs work best, enabling you to optimize future campaigns.

Read More: How to Use SMS Marketing?

5. Message Conversion Percentage

Message conversion percentage measures the percentage of recipients who complete a desired action, such as making a purchase or filling out a form, after receiving your SMS message.

This metric is a direct indicator of the effectiveness of your SMS campaign in driving conversions and achieving your business objectives.

By tracking message conversion rates, you can assess the ROI of your campaigns and identify areas for improvement.

6. List Growth Rate

List growth rate tracks the rate at which your SMS subscriber list is growing over time.

A healthy list growth rate indicates that your marketing efforts are attracting new subscribers and expanding your audience reach.

Monitoring this metric helps you evaluate the effectiveness of your lead generation strategies and ensure that your subscriber base continues to grow.

7. Return on Investment (ROI)

Return on investment (ROI) measures the profitability of your SMS marketing campaigns relative to the costs involved. This metric provides a comprehensive view of the financial impact of your SMS marketing efforts.

By calculating ROI, you can determine the cost-effectiveness of your campaigns and make informed decisions about budget allocation and resource management.

8. Message Response Rate

Message response rate is the percentage of recipients who reply to your SMS messages. This metric is particularly important for campaigns designed to encourage two-way communication, such as customer feedback requests or support inquiries.

A high response rate indicates strong engagement and interest from your audience. Tracking response rates helps you evaluate the effectiveness of your interactive campaigns and refine your approach to foster meaningful interactions.

Most Sophisticated SMS Marketing with Supercharged SMS

Supercharged SMS provides a cutting-edge platform designed to enhance and streamline your Shopify SMS marketing efforts.

With a robust suite of tools and features, Supercharged SMS enables businesses to effectively manage their campaigns, automate processes, and personalize messages to maximize impact.

Businesses can leverage real-time analytics and comprehensive reporting to gain in-depth insights into campaign performance.

Customizable dashboards offer a holistic view of key metrics, facilitating continuous monitoring and optimization of SMS marketing strategies.

This ensures you stay ahead of the competition while engaging your audience more effectively.

The platform also supports advanced automation features, such as drip campaigns and triggered messages, which allow for timely and relevant customer interactions.

These tools help maintain a seamless connection with your audience, driving higher engagement and conversion rates.

Supercharged SMS stands out with its focus on delivering value through real-time data and actionable insights.

This empowers businesses to make informed, data-driven decisions, ultimately leading to superior marketing results and a higher return on investment.