To maximize SMS marketing ROI, businesses should personalize customer engagement through conditional statements and dynamic fields in text templates. A/B testing is also essential to optimize campaign results, such as phrasing that encourages more clicks or keywords that improve response rates. Deliverability of messages can be improved by reducing filtering through registration guidelines, optimizing message structure, and including branded URLs. Measuring and reporting on SMS marketing ROI involves tracking metrics like subscriber volumes, growth rate, bounce rate, deliverability rate, unsubscribes, open rate, click-through rate, response rate, conversion rate, attributed pipeline generation, and overall ROI. By following these strategies and best practices, businesses can effectively measure and report on the value of their SMS marketing efforts and build loyalty and growth while providing measurable ROI.