Analyze the performance of your Messaging campaigns

After each send, Skuads automatically collects your campaign statistics. Find them in Acquisition, then Messaging, in the Analytics tab, or by opening a campaign from the Campaigns tab.

Statistics by channel

Email campaigns

• Sent. Total number of emails sent.
• Open. Recipients who opened the email (tracked by pixel).
• Opening rate. Share of recipients who opened the email.
• Clicked. Recipients who clicked on a link (links are tracked).
• Click rate. Share of recipients who clicked on a link.
• Unsubscribes. Contacts who clicked the unsubscribe link.

SMS campaigns

• Sent. Total number of SMS sent.
• Clicked. Recipients who clicked on the embedded short link.
• Unsubscriptions. Contacts who have unsubscribed.

Messaging Overview

The Messaging Dashboard also displays overall numbers: contacts, emails sent, SMS sent, campaigns sent, revenue, as well as Engagement (opens, clicks, conversions, ROI) and engagement and revenue progress graphs.

Interpret your results

These benchmarks help you evaluate performance:

• An email open rate greater than 25% is a good score for a marketing campaign.
• An email click-through rate greater than 3% corresponds to satisfactory engagement.
• The SMS click rate is generally higher than e-mail due to the short format and almost systematic reading.

A low open rate often indicates an unappealing subject line or a disengaged list. A low click-through rate can reveal uncompelling content or a weak call to action.

Tips to improve your results

• Personalize the subject and content: use the :name marker to address each recipient by name.
• Send at the right time: For B2B audiences, Tuesday, Wednesday or Thursday mornings generally work best.
• Segment your audience: send relevant content to each group rather than a single message to your entire list. See Creating and using contact segments.
• Test your objects: vary the wording from one campaign to another and compare open rates to learn what works best.