Introduction
Measuring the performance of your SMS campaigns is crucial for e-commerce brands looking to maximize their return on investment (ROI). Klaviyo offers robust SMS analytics that provides insights into campaign effectiveness, allowing marketers to refine their strategies and drive better results. In this blog post, we’ll explore how to measure SMS performance in Klaviyo, including detailed steps, best practices, and common pitfalls to avoid.
How to Measure SMS Performance in Klaviyo
The most effective way to measure SMS performance in Klaviyo is by using Klaviyo SMS analytics. By accessing Klaviyo’s built-in analytics dashboard, you can track essential metrics such as click-through rates, conversion rates, revenue per message, and unsubscribe rates, giving you a clear picture of how your SMS campaigns are performing.
Step-by-Step Guide to Klaviyo SMS Analytics
1. Accessing SMS Analytics in Klaviyo
Navigate to Analytics: Log in to your Klaviyo account and click on the Analytics tab on the left-hand menu.
Select SMS Campaigns: Under Campaign Performance, filter the view to show only SMS campaigns. This will provide a focused view of SMS-specific metrics.
Choose the Desired Campaign: Click on the specific SMS campaign you want to analyze to see detailed metrics.
2. Key Klaviyo SMS Metrics to Track
a. Click-Through Rate (CTR)
Measures the percentage of recipients who clicked on a link in your SMS.
Where to find it: Go to Campaigns > SMS Campaigns > Performance > CTR.
b. Conversion Rate
Shows how many recipients completed a purchase or action after receiving the SMS.
Tip: Use UTM parameters and integrate Klaviyo with your e-commerce platform to track conversions accurately.
c. Revenue Per Message (RPM)
Calculates the total revenue generated divided by the number of messages sent.
How to track: In the campaign performance dashboard, look for Revenue Metrics > RPM.
d. Unsubscribe Rate
Indicates the percentage of recipients who opted out of your SMS list.
Where to find: Navigate to Lists & Segments > SMS Subscribers > Unsubscribe Rate.
e. Message Delivery Rate
The percentage of SMS messages successfully delivered to recipients.
Best Practice: Maintain high list hygiene to ensure a strong delivery rate.
Best Practices for Klaviyo SMS Analytics
1. Use Benchmarks for SMS Performance
Compare your metrics against industry benchmarks to gauge performance.
For example, an SMS click-through rate of 10% or higher is generally considered strong.
2. Segment Your Audience for Better Insights
Create segments in Klaviyo to analyze performance by demographics, purchase behavior, or engagement levels.
Go to Lists & Segments > Create Segment > Apply filters based on engagement or purchase data.
3. Set Up A/B Testing for SMS Campaigns
Test different messaging, send times, and offers to find what resonates best with your audience.
How to test: In the Campaign Builder, select A/B Test and create message variants.
4. Automate Reporting with Klaviyo Dashboards
Set up custom dashboards to monitor SMS performance at a glance.
Go to Analytics > Custom Reports > Create Report and select relevant SMS metrics.
Common Mistakes to Avoid When Tracking SMS Results in Klaviyo
Not Using UTM Parameters: Always include UTM parameters in your SMS links to accurately track conversions in Google Analytics.
Ignoring Negative Metrics: Keep an eye on unsubscribe rates and message failures to maintain list health.
Overlooking Segmentation: Avoid sending generic messages to your entire list. Instead, use Klaviyo’s segmentation tools to tailor messages to specific audiences.
Conclusion
Klaviyo SMS analytics offers powerful insights that can transform your SMS marketing strategy. By tracking key metrics like click-through rates, conversion rates, and revenue per message, you can fine-tune your campaigns and drive better results.
📩 If your SMS program is underperforming and you’re unsure how to optimize your strategy, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your SMS marketing strategy.
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