Key Metrics

Metrics & Benchmarks There are many metrics available in email and SMS marketing platforms however it is the understanding of these metrics that form the analytics that we use to define eDM benchmarks and best practices. Some campaigns metrics available that are used include:

  • Open rates
  • Click through rates
  • SMS Failure(data quality)
  • SMS¬†Replies
  • Unsubscribe rates
  • Bounce rates
  • Conversion rates
  • Net subscriber volumes
  • Total new subscribers
  • Groups and segment metrics

The table below gives a summary of average results from engaged subscribers.

Subscriber Volume Email Open CTR Conversion SMS Unscrb.
>225,000 > 30% 7% 30% NA
14,000 > 50% 29% 35% 1.3%
6500 >54% 30% 50% 0.3%

Table 1 Campaign Metrics for engaged subscribes, this table does not show new campaign results that may contribute to outlying statistics.   Proposed eDM Engagement Model A sophisticated model for subscriber engagement is still in development by David Barnes and colleagues.