SMS Marketing Metrics: Opt-ins, Cost per Message, Click Rates & Revenue per Recipient

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

• Compare five opt-in sources by opt-in rate, share of new subscribers and cost per opt-in, then calculate the net growth of the SMS list for the month.
• Count the characters of five messages, turn them into billable segments under the GSM-7 and Unicode rules, and price every send.
• Calculate delivery and click-through rates for six campaigns, the overall click-through rate, and flag the campaigns with weak delivery.
• Analyse a frequency test: opt-out rate per group, opt-outs per 1,000 messages, how much of the list survives a year, and a scatter chart of opt-outs against frequency.
• Calculate revenue per recipient and ROI on gross profit for five campaigns, find the best campaign with INDEX/MATCH and the ROI of all campaigns together.
• Compare automated flows with broadcast campaigns: revenue per recipient for every message, revenue by type with SUMIFS, RPR by type and each type's share of SMS revenue.
• Summarise 16 sends by hour with AVERAGEIFS, add a second condition for weekdays, find the best hour with INDEX/MATCH and colour the result with a colour scale.
• Compare SMS and email subscribers on revenue, cost and gross profit per month, then on 12-month profit after opt-outs, and express the difference as a ratio.