Once you’ve implemented text messaging for your client, it’s important to review key metrics that summarize how their text message marketing is performing. Key text message metrics include:
- Text message KAV (Klaviyo-attributed value): how much revenue is attributed to Klaviyo text messaging within a given period of time
- Text message ROI: how much revenue a client is generating from text message as a channel for every dollar spent on text message in a given period of time
- Click rate: how often customers are clicking on a link within a text message
- Conversion rate: how often recipients make a purchase after clicking a link in a text message
- Number of subscribers: number of people subscribing to receive text message communication
- Opt outs: number of customers unsubscribing from text message communication
- Re-subscribers: number of customers who opted out from your communication and opted back in
Key reports to run
Klaviyo has a variety of reporting tools that can help you demonstrate results to your clients. Take a look at each report type to understand what metrics you can explore and learn when to use each report type. All reports, with the exception of benchmarks, can be customized and created through the Custom Reports section of your Klaviyo account.
Benchmarks for text messages
The benchmarks analytics tool in Klaviyo is the best way to show your clients how they are performing relative to their competitors within the same industry. Benchmarks are broken down into channel areas, so you can see text message campaign performance as well as flow performance. Benchmarks are updated on a monthly basis, so it’s recommended to make a habit of checking these stats month-to-month.
Campaign performance report
Metrics supported: SMS recipients, SMS click rate, total clicked SMS, unique clicked SMS, unsubscribe rate, count of unsubscribe, SMS failed delivery rate, count of failed to deliver SMS
Common use cases:
- Compare text message performance against email performance
- Monitor text message deliverability for red flags
- Evaluate text message revenue per recipient compared to email revenue per recipient to determine channel ROI
Flows performance report
Metrics supported: SMS recipients, SMS click rate, total clicked SMS, unique clicked SMS, unsubscribe rate, count of unsubscribe, SMS failed delivery rate, count of failed to deliver SMS
Common use cases:
- Compare text message performance to email performance to determine optimal mix of channels within a flow
- Evaluate text message revenue compared to email revenue
- Compare text message unsubscribes to email unsubscribers to maximize list retention
Multi-metric report
Metrics supported: Received SMS, sent SMS, clicked SMS, unsubscribed from SMS, failed to deliver SMS, contented to receive SMS
Common use cases:
- View text message metrics for all campaigns and flows
- Analyze metrics by profile property
- Compare new text message consents to text message unsubscribes to understand list health
Single metric deep dive report
Metrics supported: Received SMS, sent SMS, clicked SMS, unsubscribed from SMS, failed to deliver SMS, contented to receive SMS
Common use cases:
- Analyze a metric by profile property, such as location
- Analyze a metric by metric property, such as recipient’s mobile carrier or operating system
Multi-channel revenue by campaign
Metrics supported: Count of SMS recipients, total clicked SMS, unique clicked SMS, SMS click rate, unsubscribed from SMS, SMS unsubscribe rate, failed to deliver SMS, SMS failed delivery rate
Common use cases:
- View a breakdown of revenue performance by channel for every email and text message campaign
- Identify the strongest revenue-generating campaigns