Customer Engagement Analytics Via SMS Platforms: 4 Key Metrics To Monitor

For many years, businesses have failed to understand the importance of customer engagement. Under the old model, the notion was that customers were nothing more than a constant source of revenue generation. Over the years however, we have learnt that not only does customer engagement ensure a higher quality customer, worth far more in the long-term, they also form a key part of brand creation. The better quality a customer receives, the more likely they are to bring others on board. 

Amongst the many strategies businesses adopt around customer engagement, a text message approach has proven to offer outstanding results. This is more than just sending messages, however. You can use sms platforms to gain key insights and analysis – visit touchSMS, for example. 

You’re probably wondering, What kind of analysis can you expect after implementing SMS for customer engagement? Let’s take a look. 

Delivery Rate

To engage customers, you need to know whether your text messages are getting through to them or not. There are a number of reasons why a message may not get delivered. This could be a fault on the part of the SMS provider, it could be that the number is out of use or that there is an issue at your end. Most importantly, this rate should be well above 90%. 

Opt-out Rate 

A high volume of customers opting out of your calls to action or your messages is not great for customer engagement. There are two courses of action to take here -  the first is to review the content you are sending, and the second is the timing of it. Not every customer will stay, and that is fine, but if you see a lot of customers opting out, however, action needs to be taken. 

Clickthrough Rate 

The clickthrough rate is a very important metric that indicates the customer’s level of engagement with you. It is the number of people who respond to your call to action and click on your link to discover more about your business or offer. It forms the first stage of engaging customers. The second stage involves moving your customers from the landing page and converting the lead to a sale. 

Cost Per Click 

To understand your overall return on investment, you have to know what the cost per click is. Not only will this help you manage your budget, it will also give you a clear picture of how successful your customer engagement methods have been. 

These are just some of the high-level metrics an SMS platform can deliver to you, which will give you a greater understanding of just how engaged your customers are based on your text messaging strategy. Always follow the data to ensure success.