Key Metrics Every Business Owner Should Track
Key Metrics to Track
You cannot improve what you do not measure
Every SMS campaign generates data — and that data tells you exactly how your campaigns perform. Understanding these numbers is the difference between guessing and knowing.
The Essential SMS Metrics
Delivery Rate
What percentage of messages actually reached the recipient's phone. A healthy rate is 95% or higher. Low rates mean invalid numbers or carrier blocks in your list.
Click-Through Rate (CTR)
Percentage of recipients who clicked a link in your message. A good SMS CTR is 15-25% — significantly higher than email's 2-3%.
Conversion Rate
How many clickers completed the desired action (purchase, booking, sign-up). A good SMS conversion rate is 10-15% of clickers.
Opt-Out Rate
Percentage of recipients who unsubscribed after your message. Normal is under 3% per campaign. Higher means you are over-messaging or sending irrelevant content.
Formulas You Need
Revenue Metrics
Revenue Per Message (RPM)
How much revenue each message generates on average. Helps you understand the direct financial impact and compare campaigns.
Return on Investment (ROI)
The ultimate metric. SMS marketing typically delivers ROI of 500-2000%, making it one of the highest-return channels available.
Include All Costs
When calculating ROI, include per-message fees, platform subscription, content creation time, and any discounts offered.
Industry Benchmarks at a Glance
| Metric | Target | Warning Zone |
|---|---|---|
| Delivery Rate | 95%+ | Below 90% |
| Open Rate | ~98% | Industry standard |
| Click-Through Rate | 15-25% | Below 10% |
| Conversion Rate | 10-15% | Below 5% |
| Opt-Out Rate | Under 3% | Above 5% |
| ROI | 500-2000% | Below 200% |
Key Takeaway
Track these metrics consistently after every campaign. Over time, you will build a clear picture of what works for your specific audience and business. Start with the basics — delivery rate, CTR, and conversions — then add revenue tracking as you grow.
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