Text Message Marketing SMS Analytics and Performance Metrics

Question 1

What does 'delivery rate' measure in SMS marketing analytics?

Accepted Answer

The percentage of sent messages that were successfully delivered to recipients' devices

Answer

Delivery rate is calculated as the number of successfully delivered messages divided by total messages sent, indicating the health of your phone number list and sending infrastructure.

Question 2

What is the 'click-through rate' (CTR) in an SMS campaign?

Accepted Answer

The percentage of message recipients who clicked a link included in the text

Answer

CTR measures engagement by dividing the number of link clicks by the number of messages delivered, showing how effectively the message motivated recipients to take action.

Question 3

How is the 'opt-out rate' calculated for an SMS campaign?

Accepted Answer

Number of opt-outs divided by total messages sent, expressed as a percentage

Answer

Opt-out rate is calculated by dividing the number of subscribers who replied STOP (or equivalent) by the total messages sent in that campaign, expressed as a percentage.

Question 4

What is considered a healthy opt-out rate benchmark for an SMS marketing campaign in the US?

Accepted Answer

Below 2-3%

Answer

Industry benchmarks suggest SMS opt-out rates below 2-3% per campaign indicate healthy list engagement; rates consistently above this signal frequency, relevance, or targeting issues.

Question 5

What does 'conversion rate' measure in an SMS marketing campaign?

Accepted Answer

The percentage of message recipients who completed the desired action, such as making a purchase

Answer

Conversion rate tracks how many recipients took the intended action (purchase, sign-up, download) divided by total messages delivered, measuring the campaign's ultimate business impact.

Text Message Marketing Practice Test

Text Message Marketing Practice Test

Text Message Marketing SMS Analytics and Performance Metrics