Never obvious, always essential: KPIs make the difference in communication.
The acronym stands for Key Performance Indicators, and KPIs are what transform a campaign from a simple “feeling” into a measurable result.
Think, for example, about sending an email campaign. You want to know how many messages were actually delivered and how many were opened. These are KPIs that allow you to evaluate the performance of your campaign.
In this article, we will explore some of the most important ones, depending on what you want to measure.
Not all KPIs tell the same story. And not every communication strategy is suited to every objective. That’s why, based on what you actually want to analyze, we’ll show you which KPIs matter most.
Keep reading to discover them all!
If you want to measure VISIBILITY
In every campaign, the first box to check is visibility, in other words, understanding whether your message was actually delivered, noticed, and seen. Only then can you move on to other parameters such as user interest or actions.
Main KPIs
- Delivery rate: The percentage of messages that were successfully delivered to the recipient. This is the absolute starting point: if messages don’t arrive, there’s no visibility to measure. Technical issues such as unclean lists, spam filters, or poorly optimized formats become immediately visible here.
- Open rate (email): The percentage of delivered emails that were opened. The email open rate shows whether delivery turns into an actual “moment of contact” with the user. It depends on factors such as subject line, sender reputation, and audience segmentation.
How should these numbers be interpreted?
High KPIs at this stage are essential to capture the user’s attention and move to the next step.
However, they do not automatically guarantee commercial results. A high delivery or open rate simply means the message reached the user’s eyes—not necessarily that it generated interest or action.
A practical example
If an email campaign records a very high delivery rate but a low open rate, the problem is probably not technical but related to how the message is presented. You may need to review the effectiveness of the subject line, the recognizability of the sender, or the timing of the campaign.
If you want to measure ENGAGEMENT
Once the major hurdle of visibility has been overcome, we can move on to another key topic: user interaction. Everyone wants high engagement rates, but which parameters should you actually monitor?
- Click-through rate (CTR): The percentage of recipients who click on a link in the message or email. This represents the first level of action: the recipient didn’t just read the message—they chose to explore further. For SMS and RCS in particular, direct interactions are crucial indicators: buttons, replies, or carousels can transform a simple view into a real conversation.
- Click-to-open rate (email): The percentage of clicks among users who opened the email. This metric measures the quality of the content compared to the interest generated by the subject line. In practice, it distinguishes between users who open “out of curiosity” and those who actively engage.
- Bounce rate (email): The percentage of messages rejected by the recipient’s server and returned to the sender without reaching the user. A high bounce rate affects not only deliverability but also sender reputation and overall campaign performance. If you’d like to explore this topic further, don’t miss our article.
How should these numbers be interpreted?
A high CTR is certainly a good indicator, it reflects genuine user interest. For example, an SMS with a high CTR often signals urgency or an immediate need, while an email with a high CTR reflects more considered interest.
A practical example
If an email shows a high open rate but a very low CTR, it means the message captured initial attention but was not compelling enough to encourage deeper engagement.
In these cases, it may help to review the clarity of the offer, the position of the call to action, or the consistency between the subject line and the content.
A useful tip: to improve click rates in emails, it’s good practice to run frequent A/B tests on CTA wording and style, content layout, and images. Find out more here.
Even in this case, it’s important to remember that a high CTR does not automatically mean that users will make a purchase or complete the funnel. However, it does indicate whether your communication is generating real interest.
If you want to measure CONVERSION
We have reached the end of the funnel. Whether it’s a purchase, registration, or download, conversion is the indicator closest to the real business impact of your communication.
However, it still requires careful interpretation. Often, the channel that generates interest is not the same one that closes the sale. Instead, conversion is the result of multiple touchpoints along the user journey.
What are the main KPIs to consider?
- Conversion rate: The percentage of users who completed the desired action compared to the total number of recipients.
- Revenue per send: The average revenue generated by each message sent. This helps you understand the direct contribution of each message to total revenue, without yet considering campaign costs.
Unlike ROI, which measures return on investment, revenue per send is a more immediate indicator. It tells you how much value your communications generate on average and is useful for comparing message types, channels, or audience segments. - CPA (Cost per Acquisition): The cost required to generate each conversion. This helps evaluate campaign efficiency and compare different channels.
Interpreting these data requires a strategic view
A practical example
An email may generate many clicks but few conversions, while an SMS sent afterward may record a high completion rate. In this case, the email generated interest, while the SMS acted as a reminder at the decisive moment.
In practice, conversion is not just about numbers. It is the result of context, timing, and channel synergy.
By analyzing these KPIs together, you can understand not only whether communication works but also how to optimize the user journey to turn visibility and engagement into real results.
Conclusion
KPIs help interpret communication from both the user’s perspective and the business perspective.
In a modern communication strategy, however, Email, SMS, and RCS are not competing channels.
An email may generate interest, an SMS may reactivate attention at the right moment, while RCS can facilitate interaction thanks to its visual elements.
It is precisely this combination that makes communication more effective and allows KPIs to be interpreted more completely—not as isolated numbers, but as signals that reveal what is happening along the user journey.
When viewed this way, KPIs stop being simple performance indicators and become tools for understanding where communication works, where it loses effectiveness, and where it can be improved.
In other words, every KPI tells part of the story. Only by observing them together can we truly understand how people move along the communication journey.
Did you enjoy this article?
If you’d like to explore the topic further and learn how to best integrate different communication channels, check out our article on Best Practices, you can find it here.
