SMS Business Marketing: 3 best metrics to track your campaign success

sms business marketing

SMS business marketing is one of the best methods you can generate direct responses from customers.

Once you manage to collect subscribers, you have access to a two-way communication channel that allows you to send and receive text messages to-from mobile devices. But if you don’t have the right metrics to measure the success of your campaign against, you can’t possibly identify areas where you need improvement.

And you’ll be missing out on a lot of business opportunities specifically ones that will give you a higher ROI. How? SMS marketing is affordable, easy to do, has higher open rates than email, and people prefer it compared  to other means of communication.

To help you achieve higher ROI in SMS, here are the five metrics you shouldn’t miss on your next campaign.


Response rate

Create an SMS business marketing campaign that will warrant a response from customers. Once they text back to your SMS, it means that you have an effective content strategy.

However, if your messages generate a low, poor response rate, consider changing your call-to-action phrase. For example, use a keyword that answers your question like “Yes”, “Join”, etc.

“Want to spend the night away dancing and drinking? Reply “Yes” and redeem 5% on all cocktail drinks tonight at ABC Bistro.”

Redemption rate

Identify which offers were redeemed the most by your SMS subscribers.

This way, you will know which offers must be sent less frequently and which should continue on regularly.


If you have a website, you may want to drive some organic traffic to it at some point. What’s great about SMS is that you can add a link into your text message if a customer needs to read more about your offer online.

To track the activities on your link, use a link shortener tool. It allows you to see how many people clicked on the link and their location. You can then use your own website’s web analytics to track activities made during a customer’s visit.

Based on your click-through-rate, you should be able to identify which parts of your website have a high bounce rate, and thus, need some improvement.

In conclusion, data collection and analysis are very important to any SMS business marketing campaign.

Every effort should pay off and don’t waste your time on poor strategies that should have been dropped a long time ago, had you known how to use these metrics correctly.