SMS Marketing Metrics: Opt-ins, Cost per Message, Click Rates & Revenue per Recipient
Measure text-message marketing like an analyst: opt-in sources and list growth, segments and cost per send under GSM-7 and Unicode, delivery and click-through rates, opt-out fatigue, revenue per recipient and ROI, flows vs campaigns, send-time analysis with AVERAGEIFS and SMS vs email per subscriber: 8 graded labs for a fictional coffee shop.
The first lesson is free — no account needed.
About this course
An SMS marketing course that measures the text messages of one fictional online coffee shop, Juniper Lane Coffee, in a spreadsheet, for e-commerce and CRM marketers, small business owners, agency analysts and marketing students. You compare five opt-in sources by opt-in rate and cost per opt-in and calculate net list growth, count characters and turn them into billable segments under the GSM-7 and Unicode rules, calculate delivery and click-through rates per campaign, analyse a frequency test with opt-outs per 1,000 messages and a scatter chart, calculate revenue per recipient and ROI on gross profit, compare automated flows such as abandoned cart and welcome with broadcasts, find the best send hour with AVERAGEIFS, and compare the 12-month profit of an SMS and an email subscriber. Fictional shop and illustrative prices. Consent and messaging rules vary by country, with no SMS provider affiliation. The first lab is free.
Lessons
- List Growth & Opt-in Sources: Rates, Shares and Cost per Opt-inFree
- Message Segments & Cost per Send: Character Count, GSM-7 vs Unicode Pro
- Delivery Rate & Click-Through Rate per Campaign Pro
- Opt-out Rate & List Fatigue: How Often Is Too Often? Pro
- Revenue per Recipient, ROAS & ROI per Campaign Pro
- Automated Flows vs Campaigns: Abandoned Cart, Welcome & Broadcasts Pro
- Send-Time Analysis: Average CTR and RPR by Hour with AVERAGEIFS Pro
- SMS vs Email: Revenue, Cost & 12-Month Profit per Subscriber Pro