Monitor your metrics
Consistently measuring your performance is crucial for success. Understanding your metrics allows you to better understand your subscriber base, and enables you to make informed marketing decisions to increase your engagement and conversions.
Analyze your SMS performance
Bola’s Baked Goods wanted to analyze their SMS performance in Klaviyo. To do so, they used a few different resources to take a deep dive into their metrics:
Campaign list view
The campaign list page provides a high-level understanding of how each campaign is performing.
Filter this view by SMS campaigns, and by the segment you are interested in to see an overview of performance of SMS campaigns sent to that segment.
Click rate and conversion rate are 2 metrics included on this page. These metrics help you understand how your SMS messages are driving recipients to visit your site and make purchases.
These metrics are important because they inform you which messages are driving revenue for your business, so you can refine your campaign strategy.
Individual campaign performance
From the campaign overview page, click on a campaign name to see detailed analytics for that campaign. This includes:
- Overview
- Recipient activity
- Link activity
- Conversions
- Deliverability
Use these analytics to dive deeper into how your campaign performed over time. When you have access to all of your recipient activity and deliverability, you can make more informed decisions about your future targeted campaign sends to improve your metrics.
Segment growth report
The segment growth report is a helpful tool for you to see how your segment changes over time; specifically, how many people joined the segment and how many dropped in the timeframe of your choice.
This information helps you analyze the behavior of your subscriber base. The more you understand them, the better your chances at driving conversions.
Use the segment growth report to quickly visualize how your SMS segments dynamically change over time.
SMS deliverability hub
The SMS deliverability hub shows you key metrics on how your messages are delivering. High deliverability is crucial for SMS success, because if your messages never reach your subscribers, they certainly won’t drive engagement or conversions.
You can access metrics such as delivery rate, fail rate, and unsubscribe rate. You can additionally take a deep dive into your logged failure reasons, giving you a holistic view of your errors.
It’s important to quantify what good SMS metrics are, so you can understand how your campaigns perform in comparison to the industry benchmarks. Review this graph for a brief overview of good campaign metrics for SMS and MMS messages:
Actioning on SMS performance analysis
After analyzing their SMS performance, Bola’s Baked Goods noticed some room for improvement in regard to how they’re targeting messages to their segments. Click through the examples below to see what Bola’s Baked Goods found in their analysis, and action steps they took to improve some of their metrics.
Improving low click rates
Bola’s Baked Goods noticed some of their recent campaigns had pretty low click rates. Upon diving in further, they noticed that the campaigns with low click rates had similar common threads: the campaign content was very specific in topic (e.g., a new product update of a specific type), and was sent to a very large segment (e.g. All SMS subscribers).
In an effort to improve their click rates, Bola’s Baked Goods decided to target their specific product updates to more specific segments, such as their SMS VIPs and specific groups that had purchased similar items in the past.
They found that sending these more specific messages to a more targeted segment resulted in higher click rates, as the content was overall more relevant to the audience.
Decreasing high unsubscribe rates
Bola’s Baked Goods also noticed that their unsubscribe rates surpassed 2% when they sent a few campaigns to their All SMS subscribers segment. An unsubscribe rate of 2% or more is considered high for SMS campaigns, so Bola’s team knew they had to investigate.
Sometimes, high unsubscribe rates can signal that you’re sending campaigns to many unengaged subscribers who are no longer interested in your brand.
Bola’s Baked Goods decided to create a new unengaged segment to exclude from their regular campaign sends.
As a result, they found that their unsubscribe rates decreased because they were sending campaigns to only subscribers who were still engaged with their brand.
Maintaining high conversion rates
Bola’s Baked Goods was pleased to see that one of their recent campaigns had a very high conversion rate. The campaign was an exclusive perk with early access to an upcoming sale, sent just to their SMS VIP segment.
Bola’s Baked Goods aimed to replicate the success of this campaign by scheduling more regular early access campaigns to their SMS VIP segment, making their loyal subscribers feel valued and appreciated.
As a result, they continued to see high conversion rates with their early access campaigns, and their SMS VIP segment grew in size as they began to market the early access offering for customers who purchased a certain quantity of products.