SMS marketing has become one of the most powerful tools for businesses to reach customers directly and instantly. Text messages have an open rate of 98%, which is remarkably high when compared to other marketing channels. In addition, SMS messaging generates an 8x higher engagement rate than email marketing. However, as with any marketing strategy, it's important to measure the success of your SMS marketing efforts. In this article, we'll discuss the most important SMS marketing metrics you should track for measuring success.
Delivery Rate:
Delivery rate is the percentage of text messages sent that are successfully delivered to the recipient's phone. This metric is a crucial one to track because if your messages are not reaching your audience, it's impossible to measure whether or not they are effective. A low delivery rate could be caused by a variety of factors, such as invalid phone numbers or a low-quality SMS gateway.
Open Rate:
Open rate is the percentage of delivered text messages that are opened by the recipient. It's important to track this metric in order to understand how engaging your messages are to your audience. A low open rate could signify that your messages aren't compelling or that they are being sent at the wrong time of day or week.
Click-Through Rate:
Click-through rate (CTR) is the percentage of recipients who clicked on a link within your text message. This metric can help you understand how well your SMS messaging is driving traffic to your website or online store. A low CTR could be an indication that your call-to-actions (CTAs) aren't strong enough or that the landing page you are directing users to is not optimized for mobile devices.
Conversion Rate:
Conversion rate is the percentage of recipients who completed the desired action after clicking on a link within your text message. This desired action could be anything from making a purchase to filling out a form. A low conversion rate could mean that your offer is not compelling enough or that the process of completing the desired action is too complicated or time-consuming.
Opt-Out Rate:
Opt-out rate is the percentage of recipients who have unsubscribed from your SMS messaging. It's important to keep track of this metric in order to ensure that you are not alienating your audience. A high opt-out rate could indicate that your messages are being sent too frequently or that they are not providing any value to the recipient.
Conclusion:
These are some of the key metrics to track when measuring the success of your SMS marketing campaigns. By monitoring these metrics, you can better understand the effectiveness of your messaging and optimize your campaigns for maximum engagement and conversion. Keep in mind that these metrics should be viewed as a starting point and that there are many other data points to consider for a more comprehensive view of your SMS marketing performance.
