SMS Mailing Performance Metrics

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SMS marketing in a company is a complex system that depends on the correct configuration of many components. Here are the main indicators that need to be monitored to evaluate the effectiveness of SMS mailings:

Delivery rate. This indicator reflects the percentage of SMS messages that were successfully delivered to recipients. Low deliverability may be caused not only by API problems, but also by factors such as poor network signal, inactivity of the subscriber's phone number, antispam settings, or temporary blocking of communication (for example, in flight mode).

SMS Open Rate. Shows the percentage of recipients who opened an SMS message from a company. This metric helps to assess how well the content of the SMS message matches the interests of the azerbaijan b2b leads target audience and how well the time for sending the SMS was chosen. If the open rate is low, this may signal the need to adjust the content or reconsider the target audience.

Click-through rate (CTOR). Displays the share of recipients who clicked on the link in the SMS. This indicator is important for assessing the audience's interest in the brand's offer and its relevance. Increasing CTOR can be achieved through more accurate audience segmentation and optimizing the content of the message.

Conversion Rate. Shows what proportion of people who received an SMS message performed the desired action, such as making a purchase from the company or registering on the website. SMS effectiveness can be improved through transactional SMS messages and triggered mailings, such as reminders about unfinished purchases.

Return on investment (ROI). Calculated as the ratio of revenue from SMS mailing to the costs of its implementation. To increase ROI, it is worth optimizing the cost of mailings and the effectiveness of the SMS message itself.