Service · Strategy & data
SMS Strategy & Analytics
Where SMS fits beside email and paid, how the list is segmented, and what each send actually returned, reported monthly against Omnisend and Klaviyo benchmark bands instead of guesswork.
Most SMS reporting stops at the open rate, a number that doesn’t exist for SMS in any measurable form. We report what moved revenue instead. This service is the layer that decides where SMS belongs in the mix, how the list is cut into segments, and how each send is measured, run by Lena Hoffmann, who built the attribution model behind every program.
Where SMS belongs in the channel mix
SMS is a high-cost, high-intent channel, so it earns its place on time-sensitive sends and behaviour-triggered flows rather than every newsletter. The headline reason is engagement: Omnisend’s 2025 data shows 12.39% SMS campaign click-through against 0.74% for email on the same dataset, roughly 17 times higher. Strategy is deciding which moments justify that premium.
Segmentation that earns the send
The difference between a 0.6% opt-out rate and a 2% one is usually segmentation, not volume. We build segments on recency, purchase history, and engagement, then match each send to a segment so subscribers only get messages that are relevant to them. That discipline is why our managed programs sit inside Klaviyo’s “good” opt-out band rather than the “critical” one above 2%.
Attribution and the monthly readout
Every campaign and flow lands in one readout: delivery against 96.6%, click-through against 12.39%, opt-out against 0.6–1.4%, and conversion against the relevant benchmark, plus attributed revenue. Across 27 brands that has averaged 14.2% campaign click-through. The same benchmark bands appear on our results page, and the readout drives the next month’s campaign calendar.
Strategy and analytics questions
Straight answers
How do you attribute revenue to SMS?
We use your platform’s click and conversion tracking plus a holdout view where the list size allows, so SMS revenue isn’t double-counted against email. The monthly readout reports attributed revenue per send and per flow, not just an aggregate that flatters every channel at once.
Should SMS replace our email program?
No, it complements it. On Omnisend’s 2025 dataset SMS campaign click-through was 12.39% against 0.74% for email, about 17 times higher, but SMS costs more per message. The strategy is to use SMS for time-sensitive sends and high-intent flows, and keep email for everything else.
What does the monthly readout include?
Delivery, click-through, opt-out, and conversion for every campaign and flow, each plotted against its benchmark band, plus attributed revenue and the next month’s plan. Across our accounts that has averaged 14.2% campaign click-through and a 0.6% opt-out rate.
Free audit
Want SMS reported against real benchmarks?
A free SMS audit: we review your consent setup, deliverability, and the flows you’re missing, then show the revenue they could return. No obligation.