As a marketer, you're always knee-deep in dashboards monitoring and evaluating your ad, campaign, and interaction performance. As you start your SMS marketing program, it's a good idea to assess your SMS campaigns' performance and how your results stack up against your initial goals and expectations.
Check out this article to learn where you can access your SMS Marketing performance in DojoMojo.
Evaluating Deliverability
If you've worked with email platforms and ESPs, you'll find some familiar metrics to evaluate your deliverability and performance. We looked at a few ranges for key SMS marketing metrics:
| Deliverability Rate |
Click-Through Rate |
Click-to-Action Rate |
|
| Great | 95% and up | 15% | 9% |
| Good | 80% and up | 10% | 3% |
| Room for improvement | 70% and below | 5% | 1% and below |
Key Audience Metrics
Use the following definitions to break down the meaning behind your SMS marketing performance.
Current subscribers: The number of contacts/mobile phone numbers opted in and subscribed to your SMS Marketing program.
Subscribers are acquired through your Sweepstake's Post-Entry Action, Lightboxes (coming soon!), and opt-in options at checkout.
Unsubscribe rate: The percentage of contacts who chose to opt-out, or unsubscribe, from your SMS marketing audience list per campaign.
Engagement Metrics
On top of your deliverability performance, you'll also want to monitor your SMS marketing texts' engagement levels. These metrics include:
Sent: The total number of messages that were sent for a given campaign, series, or overall account.
Click-through rate (CTR): The percentage of people who received your SMS campaign and clicked on a link included in your message.
The click-through rate is calculated by dividing the number of clicks by the number of SMS campaigns sent.
Clicks: the number of unique link clicks for an SMS campaign.
When reviewing your SMS campaign analytics, don't be alarmed if you find that the number of messages sent is lower than the total number of contacts in your targeted audience segment. Just like email marketing, some of your messages may not make it through to your contacts for various reasons.
Deliverability may be affected by:
- Carrier errors or filters
- Invalid or problematic phone numbers
- Spam filters
Audience and Deliverability Optimizations
DojoMojo is highly invested in the success of your performance. SMS Audience AutoScrub is an AI-enabled feature to that will automatically remove known problematic phone numbers and contacts who haven't engaged with your SMS marketing campaigns. In doing so, AutoScrub regularly supports the quality and health of your SMS marketing audience.
Conversion Performance and Metrics
With an online store integration, you can pass valuable customer data and their shopping activity from your online store to DojoMojo's Marketing Suite. With an integration, you can create segments based on the activity a customer makes through your store, build automation drips to nurture shoppers, and calculate critical performance benchmarks from your SMS marketing campaigns.
Once you integrate your online store with the SMS Marketing Suite, DojoMojo can also report the following metrics:
Revenue: the total dollar amount attributed to conversions made from your campaign message.
Orders: the number of completed purchases made by contacts who received an SMS marketing campaign.
Conversions: the number of contacts who received an SMS marketing campaign and completed a purchase on your online stores.
For DojoMojo to correctly report on your attributed conversions and revenue, you must use DojoMojo's link shortening and tracking service or include a coupon code in your marketing text message.
Learn more about how DojoMojo handles conversion tracking and revenue attribution.