Daniel Baltazhar
February 22, 2022

How to Track eCommerce Text Message Marketing Performance with SMS Analytics 

In our previous chapter, we talked about setting up SMS campaigns for your business. But to be able to really make the most of text marketing and the opportunity to communicate with consumers via a medium they make use of daily, you need data on your side. This is where tracking your SMS marketing campaign performance comes into play and in this article, we’re going to share why SMS analytics is important and how you can get started. 

If you already know the importance of SMS analytics to run successful marketing campaigns, set up your SMS campaign with Recart today

But if you’re new to the world of analytics and don’t believe it plays a crucial role in SMS marketing, read on.

Why should you be tracking the performance of SMS campaigns?

Numbers are often difficult to crunch on and get overwhelming to keep track of as your business grows. But here are some reasons why we recommend eCommerce businesses to invest in SMS analytics to track text marketing performance:

1. Understand where your subscribers come from

The very first thing that SMS analytics enables is giving you insight into where your subscribers are coming from. It is an indication of which channels and pages not just get the most traffic for your business, but also consumers who have an intent to make a purchase from you.

SMS analytics dashboard

2. Know how customers engage with campaigns

Not every business sees the best of results from every campaign type. While some may find cart recovery reminders working best, others may see better responses on promotional campaigns. 

Looking into SMS analytics lets you see what different subscribers and customers respond to the most, doubling down on that campaign type. It also gives you an indication of how they’d like to interact with your business and set up better SMS automations.

3. Segment your customers better

With data on how different subscribers respond to different types of SMS campaigns, you get the ability to segment your list better. You can segment your SMS list based on where they came from, what they subscribed for and how they interact with your campaigns. 

4. Identify key customer milestones in the journey

Looking into analytics helps you not just see which campaigns tend to work the best in your customer segments, but also what milestones in the journey lead to an interaction. You’re able to see at which point a recipient becomes more likely to make a purchase and why, helping create better customer experiences in the future.

5. Create better multichannel and omni-channel strategies

SMS is a marketing channel that when used in tandem with others like Messenger, email, web push. With more insights on who responds to text messages when, where and at what point, you can create seamless multichannel and omni-channel marketing strategies to plug all potential leaks in the funnel.

6. Optimize SMS for better ROI

SMS analytics also helps you understand how much the channel adds to your bottom of the funnel - your revenue, in comparison to other platforms and the investment you make. It gives you insights that can help you scale up/ down your SMS efforts to optimize spend and the return you get on it.

SMS marketing analytics ROI

How to track your eCommerce SMS marketing campaigns

To get a complete overview of your SMS marketing campaigns, you will need to track the performance of every message sent out. Now you can do this in a few ways:

1. Manually in a spreadsheet

The most basic way to track your SMS marketing campaigns is to track them manually in a spreadsheet. This sheet would then contain an overview of your campaigns like the number of messages sent, delivered, your spend, traffic from SMS by tallying it with store analytics. 

But this tactic is good only until you have less than 100 subscribers. The moment your business starts to scale, manually tracking SMS performance becomes more prone to errors, and you will never be able to identify the ‘why’ behind the results.

2. Google Analytics

If you have integrated Google Analytics with your store, it can also give you an insight into the traffic SMS is able to drive to the site. It can also help you track how consumers coming through SMS campaigns interact with your store site, your best performing pages and where they tend to drop off or convert. 

But reading Google Analytics can be overwhelming as it comes with data on a lot more aspects of your store. From other marketing channels to audience insights and more, it may get tougher for you to sift through the numbers you are looking for.

3. SMS marketing app analytics

Ideally, a good way to track SMS performance is through the marketing app you make use of. The app should come with an insights dashboard that helps you track the performance of each campaign with ease; including all key metrics like messages sent, delivered, bounced, unsubscribes, clicks and the sales you generate.

For instance, Recart’s analytics dashboard is built exclusively for you to track the performance of SMS campaigns. It goes beyond the key KPIs to also share insights and action points on what you can do better to improve campaign performance. This makes for the easiest and most accurate way to track campaign performance.

Recart analytics dashboard

How Recart’s SMS analytics makes it easy to understand campaign performance

As we mentioned above, Recart’s analytics dashboard is built to help you track your SMS campaign performance more accurately. But let’s look into some of the features that makes a good choice for those who play by numbers, in comparison to other eCommerce analytics tools:

1. Built-in statistics

Once installed on your store, Recart gives you access to SMS analytics without having to sign up or sign in to external eCommerce analytics tools. It comes with a built-in dashboard that is as easy to access as it is to set up campaigns on the app. Lesser platform switching, and more monitoring!

2. Real-time statistics

Another advantage of using Recart’s SMS analytics dashboard is that the numbers trickle in, in real-time. While you do get campaign summaries as well, real-time tracking is great to help you see the performance of time-sensitive or limited period campaigns like flash sales or Black Friday sales. This helps you optimize campaigns on the go for better response instead of waiting until the entire period is over.

3. A/B testing and benchmarking  

The best part about running SMS campaigns on Recart is the ability to set up A/B tests. You can run different campaigns for different subscriber/ customer groups, and benchmark them to see what message copy or offers tend to get the most conversions. It’s a great way to experiment with and identify purchase motivation of different types of customers.

SMS marketing a/b test

Keep your number game strong!

SMS marketing, just like other marketing tactics, requires continual monitoring and optimization based on how well your campaigns are doing. It’s important to look beyond just the number of campaigns you run in a week, month or an year, to understand which of those campaigns lead to better customer engagement, conversions and even sales for your business. 

This is where using a powerful SMS marketing app like Recart comes into play. It offers a real-time insights dashboard that makes it simpler to track SMS analytics for every campaign you run. The analytics dashboard gives you visibility into not just engagement data, but also the revenue you are able to generate from the channel. 

Ready to see how you can improve your SMS marketing campaigns with analytics? Book a demo of Recart today.

But if you’re someone who’d love to play the number game on their own and learn more about the key performance indicators of a successful SMS marketing campaign, head over to our next lesson: SMS marketing KPIs you should measure.

SMS analytics FAQs

What are SMS analytics?

SMS analytics is basically the process of measuring the performance of campaigns and communication being run on text messages. It is similar to how email marketing analytics works, but includes metrics that are specific to text messages alone. The goal of SMS analytics is to help businesses understand the revenue the channel is able to drive for them.

Can you track SMS opens?

Unlike email marketing, it isn’t possible to track how many recipients open your SMS campaign messages. However, a good SMS marketing solution like Recart does give you visibility into the delivery of a message, which can be used as an approximation for opens as statistics have found messages to get 98% open rate on average.

How is SMS open rate calculated?

The open rate of SMS campaigns is harder to measure because SMS opens are not exactly trackable. The only things you can measure is the number of messages sent and delivered, and the click through rate you get on the links promoted in the SMS campaign.

Book a demo of Recart today

Want to learn more about ecommerce SMS marketing before getting started? Head over to our next lesson on how to run consistent text marketing campaigns with automation.

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Previous Chapter
How to set up eCommerce SMS Marketing Campaigns
Next Chapter
Top 8 eCommerce SMS Marketing KPIs