Email reporting provides you with the insights you need to evaluate campaign performance, optimize future sends, and ensure that your messages not only reach your audience, but also make a meaningful impact.

In this article, we explore the most important email metrics, why they matter, and how you can interpret them correctly across different use cases and scenarios.

Why Email Reporting Matters

Email reporting offers far more than a simple dashboard of statistics you check occasionally. When used effectively, it becomes a continuous feedback loop that allows you to make real-time adjustments and improvements, significantly enhancing deliverability and overall campaign performance.

From monitoring email sends as they go out, to leveraging A/B testing to identify the most effective combination of subject line, creative, and call-to-action, email reporting empowers businesses to proactively improve communication and customer engagement.

Key Email Reporting Metrics

These are the six most important metrics you should be tracking.

1. Delivery rate

Definition:
The delivery rate represents the percentage of emails in a campaign that are successfully delivered to recipients’ inboxes.

What is considered a “good” delivery rate?
With high-quality list data, validated email addresses, and adherence to email deliverability and sender reputation best practices, you should aim for delivery rates as close to 100% as possible. That said, anything above96% is considered excellent.

2. Open rate

Definition:
Open rate is the percentage of delivered emails that are actually opened by recipients.
It is a key indicator of subject line effectiveness and, for marketers, reflects how well audience segmentation and targeting are aligned with subscriber interests.
For operational or transactional emails, open rate indicates whether recipients are actually seeing important communications.

What is considered a “good” open rate?
Sending high-quality content to your most engaged subscribers results in the highest open rates. As a general benchmark, anything above 20% for marketing emails and above 50% for transactional emails is considered good.

3. Bounce rate

Definition:
Bounce rate is the percentage of sent emails that could not be delivered for any reason. Bounces are categorized as either hard or soft.
Hard bouncesare permanent, unrecoverable delivery failures. Examples include invalid email addresses due to typos or messages blocked by the recipient’s mail server because of spam complaints or blacklisting. In these cases, the specific message will never be delivered, although future emails may be accepted if your domain reputation is restored.
Soft bounces are temporary delivery issues. These may occur when a recipient’s inbox is full, the mail server is overloaded or under maintenance, or the message exceeds the maximum size allowed by the receiving server.
A high bounce rate should be investigated immediately, as it negatively impacts your sender reputation and increases the likelihood that email service providers will block future messages.

What is an acceptable bounce rate?
With proper list hygiene and the use of email validation services, hard bounces should be kept close to zero. While soft bounces are less controllable, an overall bounce rate below 3% is considered desirable.

4. Click-Through Rate (CTR) and Click-To-Open Rate (CTOR)

Definition:
Most email marketers differentiate between CTR and CTOR, as they measure different aspects of email performance.

• CTR (Click-through rate) measures the percentage of clicks relative to emails delivered.
• CTOR (Click-to-open rate) measures the percentage of clicks relative to emails opened.

In simple terms, CTR shows how many recipients clicked your email out of everyone who received it, while CTOR shows how many clicked after actually opening it.
CTR reflects overall interest, whereas CTOR reveals how engaging your content was for readers who viewed it.
It is also important to ensure your email software does not overcount clicks, as a single user may click the same link multiple times. When comparing campaign performance, always distinguish between total clicks and unique clicks.

What CTR and CTOR should you aim for?
Benchmarks vary widely depending on industry, audience, and campaign type, but CTOR is typically higher than CTR.

• ACTR above 5% is considered excellent.
• ACTOR above 20% is considered particularly strong.

5. Unsubscribe rate

Definition:
Unsubscribe rate measures the percentage of recipients who opt out of future emails from a specific campaign by clicking the “Unsubscribe” link within the message.
Unsubscribes are inevitable as customer needs evolve or interest in your products and services declines over time. However, you can minimize unsubscribes by delivering relevant, useful, and targeted communications to engaged recipients.

What should your unsubscribe rate be?
For a stable, long-term subscriber list, an unsubscribe rate above 0.5% is a cause for concern and may indicate that your content or targeting strategy needs improvement.
For lists consisting of newer subscribers, such as those acquired through a promotional campaign, a higher unsubscribe rate is generally expected.

6. Spam complaint rate

Definition:
Spam complaint rate measures the percentage of recipients who go beyond unsubscribing and actively report your email as spam, believing it to be unsolicited or irrelevant.
This may happen if your brand name has changed and is no longer recognizable, if you haven’t contacted recipients for a long time and they’ve forgotten they opted in, or if they strongly object to the content of your message. Regardless of the reason, you should aim to keep spam complaint rates as close to zero as possible, as they directly impact sender reputation and email deliverability.

What should your spam complaint rate be?
If zero is not achievable, these are the benchmarks you should aim for:

• Excellent: below 0,01%
• Acceptable: between 0,01% and 0,1%
• Poor: above 0,1%
• Critical: above 0,3%, as this is likely to trigger deliverability issues and/or blacklisting by email service providers (ESPs)

Your customers’ security should be one of your top priorities. Two-Factor Authentication (2FA) is one of the most effective ways to protect user accounts and sensitive information.

By implementing 2FA, you add an extra layer of security beyond a simple password, significantly reducing the risk of unauthorized access. In this article, you’ll learn what Two-Factor Authentication is, how it works, and how you can easily implement it to enhance both customer security and trust.

How Does 2FA Work?

2FA stands for Two-Factor Authentication and refers to a security process that requires users to provide two different forms of identification in order to access an account or complete a transaction. This additional layer of protection typically combines a password with a second verification method, such as a mobile phone or another personal device.

The most common form of 2FA is applied during login: the user enters their password and then receives a one-time password (OTP) to confirm their identity. An OTP or 2FA PIN is an automatically generated code, usually sent to the user’s mobile device via SMS, voice call, or an app, and is valid only for a single login session or transaction.

The Benefits of 2FA

The primary benefit of Two-Factor Authentication (2FA) is the added layer of security it provides, making unauthorized access to accounts significantly more difficult. Even if a password is compromised, the second authentication factor acts as a critical safeguard.

Simply integrating 2FA into login and transaction verification processes can dramatically reduce the risk of data breaches, fraud, and unauthorized actions. In this way, businesses protect both their systems and their customers’ sensitive information, while simultaneously strengthening trust and credibility.

1. Stronger Security

Two-Factor Authentication (2FA) is one of the most effective tools for preventing fraud and cyberattacks. Bypassing 2FA is extremely difficult, as attackers would need access to multiple authentication factors rather than just a single password.

Enabling 2FA adds an additional defensive layer that deters even basic attack attempts. Even the simplest form of two-factor authentication creates a near-impenetrable barrier between hackers and your customers’ personal data.

2. Improved User Experience (UX)

The goal of 2FA is to protect personal data without compromising the user experience. Modern authentication methods are designed to deliver high security in the fastest and simplest way possible.

For example, with push notifications, users don’t need to enter a PIN to complete authentication, one tap on the notification is enough. This makes the process seamless, quick, and user-friendly.

By using an omnichannel 2FA solution, customers can choose the communication channel that best suits them (SMS, voice call, push notification, etc.), ensuring both excellent UX and maximum security.

3. Increased Customer Trust

Implementing strong security measures such as 2FA significantly boosts customer trust, especially in eCommerce environments and online marketplaces. When users know that everyone is required to go through the same strict authentication process, they feel safer during transactions and interactions.

Example Use Cases for 2FA

How to Implement 2FA Effectively

With near-universal mobile phone usage across most developed markets, sending OTP PIN codes to mobile devices is the most common method of implementing 2FA. This approach provides fast verification and a high level of security for both users and businesses.

However, successful 2FA implementation depends not only on the method used, but also on choosing the right communication channel based on the specific use case and individual customer preferences.

For example, users living or working in areas with unreliable mobile or data connectivity may experience delays in receiving authentication codes. In such cases, configuring a failover channel is critical to ensure that codes are delivered securely and on time—especially when using TOTP (Time-Based One-Time Passwords) with short expiration windows.

The most popular 2FA methods include:

• SMS
• Email
• Viber
• Voice (OTP via phone call)
• Mobile push notifications

How Yuboto Can Help You with 2FA

Yuboto provides comprehensive Two-Factor Authentication (2FA) solutions, helping businesses of all sizes protect users and digital services with reliability and flexibility. Through an omnichannel communication platform, Yuboto enables the delivery of OTP codes across multiple channels, ensuring fast and secure authentication.

More specifically, Yuboto supports One-Time Password delivery for 2FA via three communication channels: SMS, Viber, and Voice (phone calls).

Thanks to easy API integration, high availability, and global coverage, Yuboto’s 2FA solutions help reduce fraud, ensure compliance with security regulations, and deliver a seamless and trustworthy user experience.

Discover how SMS analytics, the most important performance metrics, can help you track your messaging campaigns in real time and significantly improve your SMS marketing results.

With the right data at your fingertips, you can understand how recipients respond, which messages perform best, and how to adjust your strategy for greater effectiveness and higher engagement.

Tracking and truly understanding your SMS campaigns is the most effective way to improve their performance. This is exactly what SMS analytics enables.

It goes beyond simply confirming message delivery. SMS analytics allows you to see what actually happens after a message is sent:

Are your customers reading your messages? Clicking links? Unsubscribing?

By leveraging SMS analytics, you can accurately evaluate how your campaigns contribute to both engagement growth and revenue generation, alongside your other marketing channels.

In this guide, we’ll explore:

• what SMS analytics really means
• which metrics deliver the most value
• how to use data to optimize your SMS campaigns

What Is SMS Analytics?

SMS analytics is the process of tracking, measuring, and visualizing data generated by your SMS campaigns. It’s not just about counting sent messages, it helps you truly understand how your messages perform and enables you to make meaningful improvements to your SMS strategy.

With SMS analytics, you can answer critical questions such as:
• What percentage of my messages were successfully delivered?
• How many recipients opened or clicked my messages?
• Which offers or audience segments performed best?
• At what point do users drop off or choose to unsubscribe?

Modern SMS platforms automatically collect and organize message data, providing key metrics such as delivery rate, open rate, click-through rate, opt-outs, and more all in real time.

SMS Analytics: Core Metrics

There are many metrics you can analyze in an SMS campaign. Some are specific to the SMS channel, while others help measure overall campaign effectiveness.

Below are some of the core SMS metrics you should be tracking:

Delivery Rate

What it is:
The percentage of SMS messages that successfully reach recipients’ devices without being blocked or bounced.

Why it matters:
Delivery rate is the most reliable indicator of how many messages actually reach your audience. A sudden drop may signal delivery infrastructure issues, routing problems, or even compliance-related concerns.

Open Rate

What it is:
The percentage of delivered SMS messages that are opened by recipients.

Why it matters:
A high open rate indicates an engaged and receptive audience.
It also shows that:

• your sender name is recognizable and trusted
• your message preview captures attention effectively

The higher the open rate, the greater the likelihood that your message will lead to clicks, replies, or conversions.

Click-through Rate (CTR)

What it is:
The percentage of recipients who click on a link, offer, or call-to-action within an SMS. It’s calculated by dividing the number of unique clicks by the number of delivered messages and multiplying by 100.

Why it matters:
CTR is one of the clearest indicators of real engagement and interest. It’s especially critical for campaigns that include links, landing pages, or promotional offers.
For SMS campaigns, a good CTR typically ranges between 10% and 30%, while anything above that is considered excellent.

Unsubscribe / Opt-out Rate

What it is:
The percentage of recipients who choose to unsubscribe from future messages

Why it matters:
A higher-than-normal opt-out rate is a clear sign that something isn’t working.
It may indicate that:

• messages are being sent too frequently
• content is not relevant or valuable to the target audience
• proper consent has not been obtained

Monitoring opt-out rates is essential not only for performance optimization, but also for regulatory compliance and maintaining customer trust.

How to Use SMS Analytics to Improve Your Campaigns

Tracking SMS metrics is only the first step. The real value of SMS analytics is unlocked when you use the data to improve both your message content and overall campaign strategy.

Here’s how to use analytics for better SMS campaign outcomes:

Turn SMS Analytics into a Business Advantage with Yuboto

SMS analytics isn’t just about numbers and charts. It’s the tool that allows you to understand customer behavior, optimize every campaign, and maximize ROI from your SMS marketing efforts.

With Yuboto’s SMS & Messaging solutions, you gain full visibility into campaign performance in real time:

• detailed delivery and engagement insights
• clear visibility into clicks, conversions, and opt-outs
• the ability to instantly adjust content, timing, and targeting

Ανακαλύψτε πώς η Yuboto μπορεί να σας βοηθήσει να αξιοποιήσετε στο έπακρο το SMS marketing σας.

In SMS marketing, every word counts. With just 160 characters or less, you have one unique opportunity to capture attention, clearly communicate your value, and drive immediate action.

That’s why high-performing businesses treat SMS copywriting as a strategic asset, not just another message. Successful SMS campaigns are short, specific, and highly targeted, designed to activate recipients within seconds.

Whether you’re running a limited-time promotion, sending an automated reminder, or delivering a personalized follow-up, the right SMS copy helps your message cut through digital noise and deliver measurable business results.

In this guide, you’ll learn:

• how to create SMS marketing messages that get read and drive action
• 7 proven SMS copywriting tips that boost engagement and conversions
• what mistakes to avoid so your messages don’t feel annoying, vague, or spammy

7 Best Tips for Writing Effective SMS Marketing Messages

1. Keep it short but not boring

In SMS marketing, brevity is your greatest advantage. But short doesn’t mean bland. Even within a limited character count, your message must deliver clarity, energy, and purpose.

To write SMS messages that are both concise and engaging:
• Aim for 75–115 characters, the optimal length for readability
• Remove filler words without losing your brand voice and tone
• Use active language and get straight to the point

A great SMS doesn’t explain, it activates the recipient in seconds.

2. Focus on one clear message

Trying to communicate too much in a single SMS leads to confusion and lower engagement. The golden rule of SMS marketing is simple: one message, one goal.

To keep your SMS focused and effective:
• Define one clear objective per message (e.g. promotion, reminder, alert)
• Avoid stacking multiple offers or conflicting instructions
• Make sure every sentence supports the primary call to action

The clearer the message, the easier it is for recipients to understand what you want them to do—and do it.

3. Lead with value

Your audience receives dozens of notifications every day. To stand out, your SMS must show its value from the very first word. Lead with the benefit and focus on what truly matters to your audience.

To deliver immediate value in your SMS:
• Start with the offer or outcome (e.g. “25% off today only”)
• Avoid slow, generic openings like “We’re happy to inform you…”
• Front-load the message so the value appears clearly in the preview text

When the benefit is instantly visible, your message is far more likely to be opened, read, and acted on.

4. Personalize your SMS whenever possible

Generic, impersonal messages are easy to ignore. Personalization, on the other hand, builds connection and shows recipients that you understand their needs and interests.

Ways to personalize SMS at scale:
• Use data such as recipient name, location, or purchase history
• Reference previous interactions or stated preferences
• Leverage automation tools to easily insert dynamic fields

A personalized SMS doesn’t feel like a mass send, it feels like relevant, timely communication, significantly increasing engagement and conversions.

5. Create urgency (without pressure)

A clear deadline can be a powerful driver of action. The key is balance: urgency with clarity, not pressure or panic.

To create urgency in your SMS messages:
• Use phrases like “today only,” “last chance,” or “limited time”
• Align urgency with real relevance (e.g. an expiring cart reminder)
• Avoid overused clichés and exaggerated language that feels spammy

When urgency is genuine and clear, it encourages faster decisions without damaging trust.

6. Use clear calls to action (CTAs)

If recipients don’t know what to do next, they won’t act. Every SMS needs a crystal-clear CTA that guides users toward the intended outcome.

For more effective SMS CTAs:
• Use direct, action-oriented verbs like “Buy now,” “Book today”
• Place the CTA early in the message, especially when space is limited
• Keep it specific and unambiguous to reduce decision friction

The simpler the CTA, the easier it is for recipients to move from message to action.

7. Test and optimize continuously

Guesswork rarely delivers results in SMS marketing. The most successful marketers treat every SMS campaign as a test, continuously refining based on real data.

What to test and optimize:
• CTA wording, tone of voice, message wording, and send timing
• A/B testing across audience segments or offer formats
• Key KPIs such as CTR, opt-out rate, and conversion rate

Continuous analysis and optimization allow you to steadily improve performance and maximize the value of every SMS you send.

What to Avoid in SMS Copywriting