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Texting 101: Measuring the Metrics That Matter to You

April 14, 2023

Texting 101: Measuring the Metrics That Matter to You

4 min read

Texting is a widely used communication method and continuously growing tool for organizations to reach their audiences. But how do you measure its effectiveness? To ensure that texting campaigns are successful, there are several SMS metrics you can measure. 

What are SMS Metrics?

SMS metrics are the measurable data points that help organizations analyze the effectiveness of their texting campaigns. These metrics provide insights into how people are interacting with the messages that are being sent to them. By measuring SMS metrics, organizations can determine what is working well and what needs improvement, allowing them to refine their SMS engagement strategies and increase the chances of success.

Commonly Used SMS Metrics

  • Delivery Rate: This metric measures the percentage of text messages that are successfully delivered to the recipient's mobile phone. Currently, not all carriers return deliverability and errors. But if a message does fail to deliver, it is usually due to issues with the recipient's mobile network, such as network congestion or technical faults.
  • Click-Through Rate (CTR): This metric measures the percentage of recipients who click on a link contained within an SMS message. The CTR is a critical metric for organizations as it indicates how effective their SMS engagement campaigns are in driving traffic to their website.
  • Conversion Rate: This metric measures the percentage of recipients who take the desired action after clicking on the link contained within an SMS message. The desired action could be anything, from making a purchase to signing up for a newsletter.
  • Opt-Out Rate: This metric measures the percentage of recipients who unsubscribe or opt-out of receiving further SMS messages from an organization. It is essential for organizations to monitor their opt-out rate as it indicates how receptive an audience is to the texts they are receiving.

[Do you have your opt-ins set up properly? Check out How to Create a Double Opt-In Automation Flow in the Prompt.io Academy]

How to Measure SMS Metrics

Measuring your text campaigns often requires the right platform that can track and analyze message data and engagement. Here are the steps involved in measuring SMS metrics:

Step 1: Choose the Right Platform

Not all texting platforms are built the same. When choosing a platform, you should consider these questions:

  • How much does the platform cost?
  • What features do you need the most?
  • Can the platform integrate with your existing tech stack?
  • What kind of customer support does the platform offer?

When it comes to analytics, ensure that you can track errors when possible and opt-outs on a channel-by-channel basis. 

[Talk to a platform expert here at Prompt.io to answer your questions on the right texting platform for your organization]

Step 2: Set Up Your Campaigns

Once you have chosen a texting platform, set up your campaigns for success. Be sure to organize your contact data thoroughly beforehand and develop personalized, relevant messaging to recipients to increase the chances of engagement.

Step 3: Monitor SMS Metrics

After the SMS campaigns have been launched, organizations can start monitoring their SMS metrics using the tracking and analysis tools provided by their SMS platform. This involves tracking the delivery rate, open rate, CTR, conversion rate, and opt-out rate.

Looking for a better view of your texting analytics? Prompt.io puts your metrics and reporting in one place. Speak with one of our texting experts to see it action!

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