Digital Marketing Updated Mar 2026
Measuring SMS Campaign Performance
Key metrics for SMS marketing, how to calculate ROI, and what good benchmarks look like in Tanzania.
sms analyticsopen rateclick rateroicampaign performancedeliverabilityconversionsms metrics
SMS Analytics That Matter
SMS has a 95%+ open rate within 3 minutes. But to get value, you need to measure beyond "sent".
Core Metrics
- Delivery rate — Target 95%+. Below 85% = list quality issues.
- Response / conversion rate — Good SMS campaigns in East Africa: 3–8%.
- Opt-out rate — Keep below 0.5%. High opt-outs = wrong audience or too frequent.
- Cost per conversion — Total SMS cost ÷ number of conversions.
Tracking Conversions from SMS
- Unique URL — e.g. yoursite.co.tz/sale-july. GA4 shows traffic from that URL following your SMS send time.
- Promo code — "Show this SMS for 20% off" — track code redemptions.
- Unique phone number — Dedicated call number per campaign.
Improving Poor Campaign Performance
If conversion rate is below 1%, check:
- Audience relevance — are you messaging people who want this?
- Message clarity — is the offer clear in 160 characters?
- Timing — Tuesday–Thursday, 9am–11am or 5pm–7pm EAT performs best in Tanzania
- CTA — "Call 0712 XXX XXX", "Visit link", "Reply YES"
- Sender ID — branded IDs get higher trust than numeric IDs
A/B testing: Send two different messages to 500 recipients each, see which performs better, then send the winner to the rest of your list.
Related in Digital Marketing
Setting Up Google Analytics 4 (GA4) for Your Tanzania Business
How to install GA4, understand key metrics, and use data to grow your Tanzanian business online.
WhatsApp Business Marketing: Best Practices
How to use WhatsApp Business API to market effectively and keep your number healthy in Tanzania.
SEO Basics for Tanzanian Businesses
How to rank on Google in Tanzania — domain choice, local SEO, Swahili content, and technical basics.