Definition of KPI
A KPI, or key performance indicator, is a quantified figure that reflects the degree of achievement of an objective. These KPIs can vary depending on what you want to measure: the growth of your contact list, the revenue generated by your campaigns, the engagement of your customers, etc. KPIs must be SMART, that is, specific, measurable, achievable, realistic and time-bound. SMS For example, a SMART KPI could be: increase the conversion rate of my campaigns by 10% in 6 months .
The Importance of KPIs in SMS Campaigns
SMS Marketing is a very effective lever for companies. It is short (160 characters), instant (average reading time 90 seconds) and personal (perceived as a private message). SMS has an opening rate of 98% , a response rate of 45% and a conversion rate of 29% on average . These figures are much higher than those of other channels, such as email , which has an average opening rate of 20%, a response rate of 6% and a conversion rate of 3%.
SMSThese specific characteristics mean that the choice of indicator must take into account the nature and impact on the customer. Determining the indicators to monitor allows you to evaluate the performance of a campaign and optimize future ones based on customer feedback.SMS In addition, they allow you to improve the reference KPI: the return on investment (ROI), comparing the cost of sending with the sales generated by the campaign.
SMS Which indicator to choose for marketing?
To determine which indicators to monitor, you must first define your marketing objectives . What is the purpose of your campaign ? To retain customers sms promotional campaign encourage them to purchase, inform them, get them to participate in a contest, etc. Next, you must identify the indicators that will allow you to measure the effectiveness of your strategy .
For example, if your goal is to retain customers, you can use the retention rate, the reactivity rate, or the unsubscription rate.
The 6 main KPIs of SMS
SMS What are the main KPIs to monitor for your campaigns? How are they calculated and interpreted? What factors influence these indicators? SMS Discover the 6 essential KPIs on .
Delivery rate: 1st performance indicator
Delivery rate is the first indicator to consider. SMS SMS Corresponds to the number of messages received compared to the number of messages sent. It is calculated as follows:
SMS SMS Delivery Rate (%) = (Number of deliveries / Number of sendings) x 100
SMS Deliverability is essential, as it reflects the quality of your contact base, the routing capacity of your platform and the availability of your network . If your deliverability is low, you are losing part cz lists of your audience and wasting resources. A good deliverability rate is above 98%.
To improve your delivery rate, you need to:
- Clean your database regularly , removing incorrect, inactive or unsubscribed numbers.
- Choose a reliable platform that meets quality and safety standards and has direct paths with operators.
- SMS Adapt your content so that it does not appear as potential SPAM, avoiding the abuse of capital letters, special characters or links that are too long.
