SMS campaigns have dramatically different performance characteristics than email. Delivery rates, not open rates, are the primary concern. When SMS lands, it almost always gets read. The question is whether it drives action.
Where to Find SMS Stats
Go to Marketing → SMS Campaigns (or Bulk SMS depending on your account setup). Open a completed campaign to see: messages sent, delivered, failed, and any replies received.
What the Numbers Mean
Delivery rate: Expect 95%+ for a healthy opted-in list. Below 90% suggests invalid numbers or carrier filtering — possibly due to incomplete A2P 10DLC registration.
Failure rate: Messages that failed to deliver. Common causes: invalid number, number not accepting SMS, carrier spam filter. Clean invalid numbers regularly.
Replies: High reply rate to an SMS campaign is a strong signal of list engagement. Replies appear in your Conversations inbox.
Opt-outs: Recipients who replied STOP. Over 1% opt-out on a single campaign means the message surprised them or did not match their expectations. Review who received it and what it said.
No click tracking in SMS: Unlike email, SMS does not have native click tracking unless you use a trackable shortened URL.
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