SMS marketing works because it’s direct, fast, and effective. With a 98% open rate and 95% of texts read within 3 minutes, SMS outshines email marketing’s 20% open rate. But to make the most of it, tracking the right metrics is key.
Here’s what you need to know:
By automating metric tracking, using A/B testing, and integrating SMS with CRM tools, you can refine your campaigns, improve ROI, and better connect with your audience. For every $1 spent on SMS marketing, businesses typically earn $71.
Let’s break down how to track these metrics, what they mean for your business, and how to improve your campaigns.
To truly understand and improve your SMS campaigns, keeping an eye on key performance metrics is essential. Below, we'll break down five critical metrics and how they can help you refine your strategy.
Delivery rate shows the percentage of SMS messages that successfully reach your recipients’ devices. It’s calculated by dividing the number of delivered messages by the total messages sent, then multiplying by 100. For example, if 950 out of 1,000 messages are delivered, your delivery rate is 95%.
Several factors can affect this metric. Mobile carriers may block messages flagged as spam, invalid phone numbers can reduce success, and compliance issues with SMS regulations also play a role. A delivery rate of 90% or higher is considered strong. If your rate dips below 90%, it’s time to clean up your contact list and ensure your campaigns comply with SMS guidelines.
Open rate reflects the percentage of recipients who open and read your messages. While SMS platforms often estimate this metric based on response times, SMS open rates are typically very high - often exceeding 90%. To maintain this, focus on sending timely and relevant messages.
CTR measures how many recipients click on a link within your SMS. To calculate it, divide the number of unique clicks by the number of delivered messages, then multiply by 100. For instance, if 20 out of 100 delivered messages result in clicks, your CTR is 20%. Industry averages for SMS CTR usually range between 10% and 20%.
Improving your CTR often comes down to creating clear and compelling calls to action. Use concise phrases like "Shop Now" or "Learn More", and make sure your links are easy to understand and relevant.
Conversion rate tracks the percentage of recipients who take a desired action - like making a purchase or booking an appointment - after interacting with your SMS. To find it, divide the number of conversions by the total recipients and multiply by 100. For example, if you send 500 messages and 50 recipients complete an action, your conversion rate is 10%.
Typical SMS conversion rates fall between 5% and 10%. Accurately tracking this metric often requires integrating your SMS platform with tools like analytics software or CRM systems to link actions back to specific campaigns.
This metric reveals the percentage of recipients who opt out of receiving future messages. For example, if 20 out of 1,000 recipients unsubscribe, your opt-out rate is 2%. Ideally, this rate should stay below 2%. Higher rates may signal problems with message relevance, frequency, or targeting. If you notice an increase, consider reducing the number of messages you send or fine-tuning your content to better meet your audience’s needs.
| Metric | Example Calculation | Typical Benchmark |
|---|---|---|
| Delivery Rate | 950 delivered / 1,000 sent = 95% | 90%+ |
| Open Rate | 900 opened / 1,000 delivered = 90% | 90%+ |
| Click-Through Rate | 150 clicks / 1,000 delivered = 15% | 10–20% |
| Conversion Rate | 50 purchases / 500 sent = 10% | 5–10% |
| Opt-Out Rate | 20 unsubscribed / 1,000 sent = 2% | <2% |
Once you’re comfortable with core SMS metrics, diving into advanced analytics can help uncover the reasons behind trends and provide a roadmap for refining your campaigns. These insights pave the way for targeted strategies like A/B testing.
A/B testing is all about comparing different versions of your SMS campaigns to see what works best. By tweaking one variable at a time - like your call-to-action, send time, message length, or the number of messages in a sequence - you can make informed decisions and cut out the guesswork.
For example, one company saw a 231.7% jump in SMS click rates by running focused tests, while another achieved a 249% ROI boost simply by adding more messages to their campaign. Boston Proper fine-tuned their send times and reaped the benefits: a 13% increase in click-through rate, a 10% rise in conversion rate, and a 10% bump in revenue per message.
"A/B testing is not just for immediate optimization. It's also for informing future marketing decisions based on precise audience preferences and behaviors."
- Ricky Hagen, Retention Marketing Manager, JAXXON
To get the most out of A/B testing, focus on a single variable and decide on a clear metric - like open rate, click-through rate, conversions, or ROI - before starting your test. Then, split your audience into two equal, random groups: one for the control and one for the variation. Let the test run long enough to gather statistically reliable results.
Building on A/B test insights, attribution analysis digs deeper to pinpoint which messages are truly driving revenue. This approach connects your SMS efforts to tangible outcomes - like purchases or bookings - rather than just surface-level metrics like click-through rates.
Take Proozy, for example. They experimented with send times, message formats, and SMS versus MMS, which led to a 2.7x increase in revenue per recipient. Similarly, Huda Beauty used A/B testing to refine their content strategy, incorporating educational materials, user-generated content, and storytelling. The result? Over 2x growth in attributed revenue year-over-year.
Calculating ROI for SMS campaigns can get tricky due to the multi-touch nature of customer journeys. A recipient might get a text, browse your site later, and then make a purchase days down the line. Advanced attribution models help assign proper credit to each interaction, revealing the full financial impact of your SMS marketing.
The real magic happens when you combine SMS analytics with your customer relationship management (CRM) system. Integrating SMS data with a CRM gives you a full picture of how your campaigns influence the customer journey, highlights your most engaged segments, and automates follow-ups based on behavior.
A great example is My AI Front Desk, which merges SMS capabilities with powerful CRM tools. This integration brings SMS data into the broader CRM ecosystem, enabling automated follow-ups and precise segmentation. With Zapier integration, businesses can connect SMS campaigns to over 9,000 apps, triggering messages based on CRM data, customer actions, or specific business events.
This setup allows for segmentation based on factors like purchase history, engagement level, and lifecycle stage. You can send automated welcome messages to new leads, re-engagement texts to inactive subscribers, and track the overall impact of your marketing efforts - all in one place.
"The key to scaling your SMS program is through A/B testing! It's the only way to truly measure what your audience responds to."
- Keyshawna Johnson, Head of Retention Marketing, Avenue Z
To boost the effectiveness of your SMS campaigns, it’s all about refining your list, perfecting your timing, crafting better content, and ensuring compliance with regulations. Let’s break it down.
A successful SMS campaign starts with a well-maintained list and thoughtful segmentation. Segmentation isn’t just a buzzword - it’s proven to work. Campaigns targeting specific segments often see double the click-through rates, along with 14% higher open rates and fewer issues like bounces or unsubscribes.
"Great SMS marketing isn't just about reaching your audience - it's about reaching the right people with the right message." - Janna Coleman, Textedly
Gathering data through sign-up forms and post-purchase workflows can help you segment your audience effectively. Prioritize criteria like purchase history, engagement levels, location, and demographics to create tailored groups.
For small businesses, segmenting based on purchase behavior can be a game-changer. For instance, Textedly reported in July 2025 that sending abandoned cart reminders via SMS can recover up to 45% of lost sales. You can also organize your audience by their stage in the buyer journey. New subscribers might appreciate a welcome discount, while inactive customers could be re-engaged with special offers. Adjusting message frequency and content based on engagement levels can also improve results.
Geographic segmentation is another powerful tool. By targeting messages based on location or time zone, you can align promotions with local events or preferences. Additionally, rewarding loyal customers or VIPs with early access or exclusive deals can strengthen relationships and boost retention.
Once your list is optimized, it’s time to focus on when and how often you reach out.
Timing is everything with SMS. Unlike email, text messages are usually read right away, so sending them at the wrong time can annoy recipients and hurt your campaign performance.
Generally, the best times to send SMS messages are between 10:00 AM and 8:00 PM on weekdays, with engagement peaking from Tuesday to Thursday. That said, it’s important to test these guidelines with your specific audience, considering factors like time zones and daily routines.
When it comes to frequency, balance is key. Too many texts can overwhelm subscribers, while too few might cause them to forget about your brand. Many businesses find success with a moderate schedule: occasional promotional messages paired with timely transactional texts like order updates or appointment reminders. Experiment with different frequencies on smaller audience segments and keep an eye on unsubscribe rates to fine-tune your approach.
Once you’ve nailed down your timing, focus on making your messages as impactful as possible.
With SMS, every character counts. Short, personalized messages tend to perform best. In fact, McKinsey found that 76% of consumers are more likely to buy from brands that personalize their communication.
Start with a strong call-to-action (CTA) that clearly tells recipients what to do next. Action words like "Shop", "Save", "Book", or "Claim" create urgency and make your message more actionable. Mention your business name early to ensure recipients know who’s contacting them.
Personalization goes beyond just using someone’s first name. Referencing past purchases, locations, or interactions can make your messages feel more relevant. For example, instead of a generic "Sale this weekend", try "Hi Sarah, your favorite coffee blend is back in stock at our downtown store." Adding urgency with limited-time offers or flash sales can also drive action, but always keep the tone friendly and conversational.
Compliance isn’t just about avoiding legal trouble - it’s about maintaining trust with your audience. In the U.S., SMS marketing is regulated by the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act.
Here’s what you need to do:
While there’s no legal limit on how often you can send texts, overdoing it can lead to higher opt-out rates or even carrier filtering. Stick to a reasonable frequency to keep your audience engaged and happy.
If you’re using automated SMS tools, platforms like My AI Front Desk can make compliance easier. These tools handle opt-out requests automatically, keep consent records up to date, and ensure your messages align with subscriber preferences.
Wrapping up the analysis, let’s focus on the main insights and practical tips for making your SMS marketing efforts more effective. Tracking SMS metrics takes your campaigns from guesswork to informed, data-driven decisions. By understanding these numbers, you can make smarter choices that directly influence your results.
The success of any SMS marketing campaign hinges on keeping an eye on the right metrics. Here’s a quick breakdown:
Together, these metrics give you a clear view of your campaign’s health and effectiveness. They also lay the groundwork for using automation to simplify and improve your SMS strategy.
Manually tracking SMS metrics can feel like navigating without a map - possible, but unnecessarily difficult and prone to mistakes. Automation tools simplify this by offering real-time dashboards, automating data collection, and syncing with CRM systems.
For example, platforms like My AI Front Desk make it easier for small businesses to stay on top of their SMS campaigns. Their analytics dashboards provide detailed insights, while CRM integrations automatically organize leads and contacts. Features like link tracking show how recipients engage with shared content, and automated workflows adapt messaging based on the context of conversations. This kind of automation saves time and ensures you’re always working with actionable, accurate data.
Getting started with SMS metric tracking doesn’t mean overhauling your entire system. Begin by focusing on a few core metrics that align with your business goals. As you get more comfortable, you can expand your tracking efforts.
Here are some tips to keep in mind:
The key to success in SMS marketing is treating your metrics as a guide, not just a report card. Use the data to refine your strategy, test new ideas, and improve your messaging. With the right tools and a focus on meaningful metrics, SMS marketing can become a powerful channel for your business.
To get your SMS campaign delivery rate above 90%, start by keeping your contact list current. Regularly clean it up by removing invalid or inactive numbers - this helps reduce bounce rates. Make sure to use a sender ID that’s easily recognizable so recipients trust the message and are less likely to flag it as spam.
Also, stick to SMS best practices: write with proper grammar, avoid overusing punctuation, and keep your messages short and relevant. Don’t forget to comply with SMS regulations, like getting the necessary consent from recipients. Following these steps can improve your delivery rates and ensure your messages reach more people.
To improve the click-through rate (CTR) in your SMS marketing efforts, start by making your messages personal and relevant. Include the recipient's name, tailor the content to their interests, and ensure the tone matches your brand's personality. A well-personalized message feels less like a broadcast and more like a conversation.
Next, focus on creating clear, action-driven calls-to-action (CTAs). Keep your messages short and to the point, using phrases that inspire urgency or excitement. For instance, something like "Grab your exclusive discount - offer ends today!" can motivate readers to act quickly.
Timing matters, too. Send your messages at optimal times, like mid-morning or early evening, when people are more likely to engage. Use A/B testing to fine-tune both the timing and the content of your messages, so you can discover what works best for your audience.
Lastly, don’t bombard your recipients with too many messages. Striking the right balance in message frequency helps build trust and reduces the chance of opt-outs.
Integrating SMS campaign metrics with a CRM can transform how you approach your marketing efforts. By combining customer interaction data in one place, you gain the ability to design more tailored and personalized campaigns, monitor engagement closely, and fine-tune your messages to achieve stronger outcomes.
Having all communication history and customer details centralized allows for easy audience segmentation, better scheduling of follow-ups, and smoother lead nurturing. This efficient setup not only saves valuable time but also improves conversion rates and strengthens your connections with customers.
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