You may find three types of contacts in your contact list: those with the email address, the phone number, or both.

The email address and the phone number serve as unique identifiers of your contacts, defining the channel they've subscribed to.

In this article, we focus on the SMS channel subscribers and suggest a few segments to help you better estimate this channel's performance.

We've already mentioned that you can add contacts without email addresses. This way, contacts will have no email identifier and be shown as subscribed to SMS only. You can also have contacts subscribed to multiple channels, such as email and SMS, simultaneously.

Ideally, we want to see both identifiers in a customer account. It may happen if the contact submits the signup form or completes the checkout by providing both the email address and the phone number.

The critical aspect is that they should lay out her primary identifier (phone number) and the email address to attach to an existing account.

Check this article to find out how different identifiers correlate with each other.

Both Email and SMS can serve as stand-alone channels, letting you send promotional campaigns, recover carts, or provide tracking links to your customers. Although SMS limits the information you can deliver, the Segmentation and Personalization possibilities are the same.

If you wish to check how many of your contacts provided the phone number as a primary identifier, you only need to exclude those with the email address in their profiles.

Those contacts don't have email address value in their profiles, i.e., email address doesn't exist.

Another pretty informative piece of data may bring a Segment of the customers subscribed to the SMS channel and non-subscribed to the Email.

You may also Segment your contacts based on the SMS channel opt-in date if you want to find out when they subscribed to the SMS channel.

And those are the basics! If you wish to get more advanced information about your clients, you may add different rules to estimate the revenue your SMS subscribers bring compared to other channel subscribers. You may also distinguish the average order value or the number of orders they place.

By comparing the revenue and engagement of different channel subscribers, you may get a better understanding of the value each of the channels is bringing. Maybe you have a smaller number of SMS subscribers, but what about the revenue they generate?

At Omnisend, we strive to connect with your customers through their preferred channels. Suppose your customer is willing to receive your marketing via SMS. In that case, we offer you the ability to send an SMS on any occasion, as part of your Automation workflows or as a stand-alone Campaign.

Learn more about the SMS channel in the following articles:

💬 Unleash the power of SMS channel marketing with tips and tricks from our Blog.

If you have any questions or need assistance, please contact our support team at [email protected].