Crucial SMS and Email Marketing Metrics To

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For a digital marketing company, measuring SMS and email marketing metrics means more than just optimizing SMS and email campaigns. In the era of multichannel experiences, SMS and email campaign analytics give room for omnichannel improvement, including real-time communications with clients.

Sure, as a business owner, you have to respect your budget. But this may not even be enough: knowing how much money you have is knowing nothing compared to the room for action you get when having access to data like ROI, CTR, and bounce and conversion rates. These SMS and email marketing KPIs dynamically track your success and show how you can improve immediately and strategically.


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No less importantly, taking control over your sms and email marketing metrics will uae phone number list help sharpen your real-time conversations with potential customers, whether you connect with them via chatbots, messengers, social media, or other communications channels.

Read on to learn everything you need to know about SMS and email marketing KPIs and how they can help you convert more clients in real-time conversations.

Key SMS Marketing Metrics for Text Message Analytics
SMS messaging, if executed correctly, allows companies to generate, nurture, or transfer leads to other channels and even convert them on the spot. Think of an SMS like “Text FREE CALL to get a toll-free call from a local agent” – a perfect example of how you can initiate a live conversation with a text message.

Reasons for text marketing use

Source: Statista

Mastering SMS marketing metrics is a surefire way to improve customer conversations.

Take, for example, email open rates. Emails with higher open and CTR rates catch more attention and are likely to convert more, and the same topics are likely to dominate live conversations. If most email subscribers are bothered about the same thing, this might be your biggest growth opportunity.

Let’s review how different sms KPIs can help improve your customer conversations.


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Interaction Rate
The interaction rate compares the number of user interactions – clicking the embedded link or image, replying to the message, or forwarding it – to the number of delivered messages:

Interaction Rate = (Number of interactions ÷ Number of delivered messages) x 100

For example, if 10,000 users received an SMS and 2,000 reacted by answering or clicking the CTA, your interaction rate would be 20%.

Not only is the interaction rate important for measuring SMS performance, but it is also vital for strategizing your marketing communications. Depending on user engagement with your marketing SMS, you can identify what topics evoke interest, how customers react to different messages, and what tone, phrases, and words you should avoid when speaking to them.

Deliverability Rate
The deliverability rate is the percentage of SMS messages successfully delivered to the inbox:

Deliverability Rate = (Number of delivered messages ÷ Number of all sent messages) x 100

The deliverability rate doesn’t offer much information regarding how to lead marketing conversations, but it allows you to clean your marketing lists from disengaged subscribers. For example, if your subscribers don’t respond to your SMS and emails, chances are they will never engage in a marketing conversation, and you should delete them from all your lists.