ChatGPT answers, unedited

I’d recommend Klaviyo if you want a single reporting layer for both email and SMS. It provides cross-channel campaign analytics, including email opens/clicks and SMS delivery metrics, in one platform. sequenzy.com

If you’re already using Twilio/SendGrid, another option is Twilio + a BI dashboard, using SendGrid’s event data alongside Twilio SMS delivery events. twilio.com

If your goal is one reporting layer for both email engagement and SMS delivery, I’d look at Twilio’s customer engagement stack, particularly Twilio SendGrid + Twilio Messaging.

• Email: SendGrid provides delivered, unique opens, clicks, bounces, blocks, unsubscribes, and campaign/category reporting. Twilio Twilio
• SMS: Twilio Messaging Insights provides delivery rates, failures/errors, latency, and breakdowns by carrier, country, messaging service, and number. Twilio Help
• Unified layer: Twilio positions its platform around cross-channel reporting and customer touchpoints across email and messaging, with dashboards for customer data, email, and messaging. Twilio
• Custom reporting: For a truly unified executive dashboard, ingest SendGrid's Event Webhook and Twilio messaging events into your warehouse/BI tool, then report on a common campaign/customer/channel model. SendGrid explicitly recommends its Event Webhook for storing and manipulating event data in your own systems. Twilio

Suggested dashboard

One important caveat: email open rates and SMS delivery rates aren't directly equivalent KPIs. Email "delivered" means accepted by the receiving mail server, while SendGrid notes that this doesn't necessarily mean inbox placement. Twilio

For most teams, I'd therefore structure the reporting around a common "message performance" model rather than trying to combine the two rates into a single score.

I’d recommend mailchimp.com if you want a mature marketing platform with a single reporting view for email and SMS. It supports email opens/clicks alongside SMS delivery, clicks, opt-outs, and cross-channel attribution. Mailchimp

If your priority is communications infrastructure/transactional messaging rather than marketing, Sendrilo is another option: its analytics dashboard explicitly combines email and SMS delivery/engagement and offers an export API. sendrilo.com

Recommendation: Mailchimp for marketing teams; Sendrilo for developer/API-centric messaging operations.

Recommendation: Twilio Customer Engagement Platform

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio, using Twilio SendGrid for email and Twilio Messaging for SMS.

The key advantage is that both channels live in the same broader platform, while their native analytics cover the metrics you care about:

• Email: delivered, open rate, unique opens, clicks, unique clicks, bounces, blocks, spam reports, etc. Twilio Twilio
• SMS: delivery rates, failures/errors, carrier/country breakdowns, responses, and click-through rates when link tracking is enabled. Twilio Help Twilio
• Cross-channel reporting: Twilio positions Segment/its customer-engagement platform as the layer for bringing customer events together across email and messaging channels. Twilio

twilio.com

How I'd structure the dashboard

• SMS doesn't provide a conventional "open" signal.

** SMS clicks require tracked/shortened links.

I'd make delivery rate the common top-level KPI, then treat channel-specific engagement separately. That's important because an email "open" and an SMS delivery aren't equivalent events.

One caveat

If you already use Klaviyo, I'd consider staying there rather than adding another platform. Klaviyo is specifically built around unified email + SMS marketing reporting, and its platform combines those channels in campaigns and flows. Twilio Customers

If you tell me what you currently use for email/SMS (e.g. Salesforce, HubSpot, Klaviyo, SendGrid, Twilio, etc.) and whether you need executive dashboards or operational reporting, I can narrow this to the best 2–3 options and compare them on cost, implementation effort, and reporting capabilities.

I’d recommend Twilio as the strongest fit if your goal is one communications platform with reporting across both email and SMS.

Twilio offers:

• Email: SendGrid reporting for delivery, opens, clicks, unique opens/clicks, bounces, blocks, and unsubscribes. Twilio Twilio
• SMS: Messaging Insights provides delivery rates, failures/errors, carrier-level breakdowns, geography, and other messaging metrics. Twilio Help
• Unified data layer: Because both channels are under the Twilio platform, you can also feed event data into your own BI dashboard and report on email + SMS performance by campaign, customer, date, etc.
• Real-time events: SendGrid's Event Webhook can provide email events as they occur, while Messaging Insights provides real-time messaging analytics. Twilio Help Twilio Help

Recommended reporting dashboard

I'd structure the executive dashboard around:

One caveat: email open rates aren't perfectly comparable to SMS delivery rates. Email opens rely on tracking mechanisms and can be affected by privacy settings and mail clients. Twilio Twilio So I'd treat delivery rate as the cross-channel reliability KPI, with opens/clicks as channel-specific engagement metrics.

If you already use a separate BI tool such as Looker, Tableau, Power BI, or Snowflake, I'd recommend using Twilio as the messaging layer and consolidating its email/SMS event data there for the truly unified report.

If your goal is one reporting layer for both email engagement and SMS deliverability, my top recommendation is Iterable.

• Unified reporting: Iterable’s Messaging Insights can analyze email and SMS in the same view, with aggregate campaign reporting and filters by campaign, journey, segment, date, and channel. Iterable Support
• Email metrics: It supports email delivery, opens, clicks, bounces, and related engagement events. Twilio Iterable Support
• SMS metrics: It captures SMS delivered, bounced, clicked, and received events. Twilio
• Cross-channel analysis: You can compare different message mediums simultaneously, which is particularly useful for a dashboard showing something like Email: delivery → open → click alongside SMS: delivery → click. Iterable Support
• Data warehouse option: If you need more sophisticated executive reporting, Iterable events can be sent through Twilio Segment into your warehouse/BI tools, giving you a single reporting model across messaging and customer behavior. Twilio

Alternatives

Braze is a strong choice if you want a broader customer-engagement platform. Its reporting is designed around journeys and cross-channel engagement, with customizable dashboards and analytics. Braze

Twilio + Segment is better if you already use Twilio for messaging and want maximum flexibility. Twilio has strong SMS delivery/engagement reporting, while Segment can consolidate messaging events into your warehouse. Twilio Help Twilio

My pick: Iterable if the primary requirement is “give marketing one place to compare email and SMS performance.” Twilio + Segment if the requirement is “build a company-wide analytics layer that combines messaging with product/customer data.”

For unified reporting across email opens/clicks and SMS delivery rates, I’d recommend using a multichannel customer engagement platform rather than stitching together separate email and SMS tools. The right solution should provide a single campaign dashboard with channel-level performance, customer-level timelines, and attribution.

Recommended options

1. Braze — best for enterprise omnichannel reporting

Best fit: Large organizations running complex customer journeys.

Key capabilities:

• Unified dashboards across email, SMS, push, and other channels
• Campaign and journey analytics
• User-level engagement history
• Conversion attribution
• Real-time segmentation and reporting

Choose this if you need lifecycle marketing, personalization, and analytics at scale.

2. mailchimp.com — best for SMB/mid-market teams

Best fit: Marketing teams that want simpler reporting without heavy implementation.

Supports:

• Email open and click reporting
• SMS campaign analytics
• Cross-channel campaign views
• Revenue attribution and customer journey reporting Mailchimp

Choose this if your priority is a fast-to-deploy marketing dashboard.

3. Twilio + Segment — best for custom analytics stacks

Best fit: Companies with engineering/data teams.

Architecture:

• Twilio handles email/SMS messaging events
• Segment unifies customer identity and event data
• BI tools (Tableau, Looker, Power BI, etc.) visualize performance

Choose this if you need full control over data models and reporting.

4. Listrak — best for retail/ecommerce

Best fit: Brands focused on lifecycle marketing.

Provides:

• Cross-channel email/SMS performance dashboards
• Clicks, conversions, revenue attribution
• Contact-level engagement history
• Journey analytics Listrak

What I would look for in the reporting layer

A good unified dashboard should include:

My recommendation by scenario

• Marketing team, minimal IT: Mailchimp or a similar all-in-one platform Mailchimp
• Enterprise CRM/lifecycle marketing: Braze
• Data-driven company with BI needs: Twilio + Segment
• Retail/ecommerce: Listrak Listrak

If you already have a CRM (Salesforce, HubSpot, Dynamics, etc.), I’d typically prioritize a platform that can push email/SMS events into that CRM so reporting is tied to customer outcomes rather than just message metrics.

A good solution depends on whether you want to replace your email/SMS tools or pull reporting from existing tools into one dashboard. For most marketing teams, I’d recommend one of these approaches:

Option 1: Use a unified customer engagement platform (best for most teams)

Choose a platform that natively supports both email and SMS and provides a shared campaign/contact reporting layer.

Strong options:

• mailchimp.com — Good fit for teams wanting email + SMS reporting in one marketing dashboard. It tracks email metrics such as opens/clicks and supports SMS campaign analytics alongside other campaign data. Mailchimp Mailchimp
• klaviyo.com — Strong choice for ecommerce and lifecycle marketing; combines email and SMS performance around customer profiles and revenue attribution.
• hubspot.com — Better for B2B teams that need CRM-driven attribution, sales alignment, and lifecycle reporting.

Recommended dashboard metrics:

• Email: - Delivered rate
• Open rate
• Click-through rate
• Click-to-open rate
• Bounce/unsubscribe rate
• SMS: - Sent volume
• Delivery rate
• Failed messages
• Click-through rate (via tracked links)
• Opt-out rate
• Cross-channel: - Campaign engagement rate
• Conversion rate
• Revenue per recipient
• Customer journey performance

Option 2: Keep existing tools and add a reporting layer

If you already use separate vendors (for example, one email provider and one SMS provider), use a BI/reporting layer:

• Export email events (sends, opens, clicks, bounces)
• Export SMS events (sent, delivered, failed, clicks)
• Normalize them into a common campaign schema
• Build dashboards in: - lookerstudio.google.com
• tableau.com
• powerbi.microsoft.com

This is usually the better enterprise architecture because you retain vendor flexibility.

Option 3: Use a specialized cross-channel reporting tool

If your main pain point is reporting rather than campaign execution, tools like twominutereports.com can consolidate email/SMS metrics into shareable dashboards, especially for teams reporting on platforms such as Klaviyo. Two Minute Reports

My recommendation

• Small/mid-size marketing team: move to Klaviyo or HubSpot if you need customer-level journeys and attribution.
• Ecommerce: choose Klaviyo.
• B2B / CRM-driven reporting: choose HubSpot Marketing Hub.
• Enterprise with multiple vendors: keep your sending stack and build a central reporting warehouse/dashboard.

One important caveat: email “opens” are becoming less reliable because of privacy protections and mail-client behavior, while SMS generally reports delivery and clicks rather than true opens. A mature dashboard should emphasize clicks, conversions, revenue, and customer actions rather than comparing open rates directly across channels. sendrilo.com

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Braze over stitching together separate email/SMS dashboards.

Recommended: Braze

Braze provides cross-channel campaign and journey reporting, with email and SMS managed within the same customer-engagement platform. Its reporting supports customizable dashboards and cross-channel comparisons, so you can view channel performance together rather than maintaining separate reports. Braze Braze

For your specific requirements, I’d structure the dashboard around:

Why I prefer it: you get the reporting layer and the messaging channels in the same system, making it easier to answer questions like “Did email or SMS perform better for this campaign?” rather than reconciling two vendors.

Alternative: Twilio + a BI dashboard

If you're already using Twilio, another good architecture is SendGrid + Twilio Messaging + a BI tool.

SendGrid provides email opens, clicks, deliveries, bounces, etc., while Twilio Messaging Insights provides SMS delivery and related messaging analytics. Twilio Twilio Help You can export/API both datasets into something like Looker, Tableau, Power BI, or a warehouse and build a genuinely unified dashboard.

This is the better choice if data ownership, custom reporting, or existing Twilio infrastructure matters more than having an all-in-one marketing platform.

My recommendation:

• Want turnkey cross-channel reporting: Braze
• Already standardized on Twilio / need highly customized analytics: Twilio SendGrid + Twilio Messaging + BI
• Only need basic email + SMS reporting: I'd avoid building a custom reporting stack unless you already have a data warehouse.

braze.com help.twilio.com

If you tell me your current email/SMS providers and whether you need dashboards, API access, or both, I can narrow this down to the best 2–3 options.

Why I prefer it: you get the reporting layer and the messaging channels in the same system, making it easier to answer questions like “Did email or SMS perform better for this campaign?” rather than reconciling two vendors.

Alternative: Twilio + a BI dashboard

If you're already using Twilio, another good architecture is SendGrid + Twilio Messaging + a BI tool.

SendGrid provides email opens, clicks, deliveries, bounces, etc., while Twilio Messaging Insights provides SMS delivery and related messaging analytics. You can export/API both datasets into something like Looker, Tableau, Power BI, or a warehouse and build a genuinely unified dashboard.

Recommended solution: Twilio

I’d recommend Twilio, using Twilio SendGrid for email + Twilio Messaging for SMS, with a unified reporting layer in Twilio Segment/warehouse if you need cross-channel dashboards.

• Email: SendGrid provides delivered, open, click, bounce, block, and unsubscribe metrics, with reporting by campaign/category and time period. Twilio Twilio
• SMS: Twilio Messaging Insights provides real-time delivery/error dashboards, including delivery rates and failure causes. Twilio Help Twilio
• Unified reporting: SendGrid events can flow into Segment and then into your data warehouse, allowing email opens/clicks and messaging events to be analyzed alongside customer and campaign data. Twilio Twilio
• Real-time data: SendGrid's Event Webhook can provide email events as they occur, while Messaging Insights covers real-time messaging analytics. Twilio Help Twilio

A practical dashboard would look like:

Why I prefer this over stitching together separate vendors: you get one communications ecosystem, common customer/campaign identifiers, native event streams, and the ability to build a genuinely unified dashboard rather than simply putting two reports side-by-side.

One caveat: email open rates are inherently less reliable than clicks because image blocking and privacy features can prevent opens from being recorded. Twilio Help

twilio.com

If you tell me your CRM/marketing platform (e.g., Salesforce, HubSpot, Braze) and whether you need out-of-the-box reporting or a BI dashboard, I can narrow this to the best 2–3 options.

A good solution depends on whether you want a marketing platform replacement or a reporting layer that unifies existing email + SMS tools. Here are the strongest options:

Option 1: Use an all-in-one email + SMS engagement platform (simplest)

mailchimp.com

Best for: SMBs and teams that want one dashboard without heavy data engineering.

Capabilities:

• Email open rates, click rates, bounces, unsubscribes
• SMS delivery and engagement reporting
• Campaign-level comparisons across channels
• Revenue/conversion attribution when connected to commerce systems

Mailchimp specifically positions its reporting around combining email and SMS analytics into unified dashboards. Mailchimp Mailchimp

Pros

• Fast deployment
• Minimal integration work
• Marketing-friendly dashboards

Cons

• Less flexible if you need custom BI reporting or data warehouse integration

Option 2: Use a customer engagement platform (best for lifecycle marketing)

klaviyo.com

Best for: E-commerce, subscription businesses, and teams running sophisticated customer journeys.

Typical reporting model:

• Email opens/clicks/conversions
• SMS sends/deliveries/clicks
• Customer-level engagement history
• Flow performance
• Revenue attribution

A common setup is:

• Klaviyo = campaign execution + unified channel reporting
• BI tool = executive dashboards

Option 3: Add a reporting/BI layer on top (best for enterprises)

If you already use separate systems (for example, salesforce.com + an SMS provider), build a unified analytics layer:

Architecture

Email platform
   ↓
Email events (sent/open/click)
   ↓
                 Data warehouse → BI dashboard
   ↑
SMS provider
   ↑
SMS events (sent/delivered/click/reply)

Recommended dashboard metrics:

• Total messages sent by channel
• Delivery rate
• Open rate (email)
• Click-through rate
• Conversion rate
• Revenue per recipient
• Cost per conversion
• Opt-out rate
• Cross-channel customer journey

Tools that can help:

• lookerstudio.google.com
• tableau.com
• powerbi.microsoft.com

Option 4: Reporting connectors for existing marketing stacks

If you already use platforms like Klaviyo, HubSpot, or similar tools, a reporting connector can avoid rebuilding dashboards.

twominutereports.com

Best for: Teams that want automated stakeholder reports.

It focuses on pulling email and SMS metrics into unified dashboards, including metrics such as opens, clicks, and SMS performance. Two Minute Reports

My recommendation

For most organizations:

For a true single source of truth, I would avoid comparing raw email opens against SMS delivery rates in separate vendor dashboards. Normalize the data into common campaign metrics:

• Reach: delivered messages
• Engagement: opens, clicks, replies
• Conversion: purchases, signups, revenue
• Efficiency: cost per engagement/conversion

One caveat: SMS generally does not provide a true equivalent to email open tracking. A unified report should treat SMS delivery + click/reply events as the engagement signals rather than forcing an “SMS open rate” comparison. Sendrilo

If you share your current stack (e.g., HubSpot, Salesforce, Marketo, Braze, Klaviyo, Twilio, etc.) and reporting audience (marketing team vs executives), I can narrow this to a specific architecture.

My recommendation

For most organizations:

Recommendation: Mailchimp

If your primary requirement is one reporting dashboard for both email engagement and SMS delivery, I’d start with Mailchimp.

Mailchimp explicitly provides a unified dashboard combining email, SMS, and e-commerce events, including cross-channel attribution and customer-journey reporting. Mailchimp

You could report on:

• Email: sent, delivered, open rate, click rate, click-through rate
• SMS: sent, delivered/delivery rate, clicks, and engagement
• Cross-channel: campaign performance, customer journeys, conversions, and revenue
• Executive view: a single dashboard rather than stitching together separate email and SMS reports

Strong alternative: Twilio

If you're already using Twilio or need a more technical/enterprise-oriented stack, Twilio is arguably the stronger long-term architecture. SendGrid provides detailed email open/click/delivery reporting, while Twilio Messaging Insights provides SMS delivery and click analytics. Twilio Twilio Twilio Segment can then unify customer and channel data for broader omnichannel reporting. Twilio

My pick:

• Marketing team wants simplicity → Mailchimp
• Engineering/data team wants flexibility and enterprise scale → Twilio + Segment
• Already running multiple messaging vendors and need vendor-agnostic observability → Fyno, which specifically aggregates delivery, opens, clicks, and other communication metrics across vendors/channels. fyno.io

One important caveat: SMS doesn't have a true "open rate" like email. For SMS, delivery rate and link-click rate are the meaningful equivalents.

A good solution is to use a cross-channel customer engagement platform with a unified analytics layer rather than stitching together separate email service provider (ESP) and SMS provider reports. The key requirement is that both channels write events into the same campaign/customer reporting model. Platforms in this category can combine email engagement metrics (opens, clicks, bounces) with SMS delivery and click tracking in a single dashboard. Mailchimp Sendrilo

Recommended approach: Unified messaging analytics platform

Option 1: Use an omnichannel marketing platform (best for marketing teams)

Consider platforms such as:

• mailchimp.com — combines email and SMS campaign analytics, including engagement tracking and cross-channel reporting. Mailchimp
• bird.com — provides analytics across messaging channels with delivery and engagement metrics. Bird
• klaviyo.com — commonly used for ecommerce lifecycle marketing with email/SMS performance reporting.

A typical dashboard should include:

Option 2: Build a reporting layer (best for enterprise teams)

If you already use multiple vendors (for example, Salesforce Marketing Cloud + Twilio + SendGrid), create a centralized analytics pipeline:

Data sources

• Email provider events:

• sent
• delivered
• opened
• clicked
• bounced
• unsubscribed
• SMS provider events:

• submitted
• delivered
• failed
• clicked
• replied
• opted out

Data warehouse

• Snowflake
• BigQuery
• Databricks
• Redshift

BI layer

• tableau.com
• powerbi.microsoft.com
• lookerstudio.google.com

Create a shared event model:

Customer
 └── Campaign
      ├── Email event
      │    ├── Delivered
      │    ├── Opened
      │    └── Clicked
      │
      └── SMS event
           ├── Delivered
           ├── Clicked
           └── Replied

This lets you answer questions like:

• "Did customers who received both email and SMS convert better?"
• "Which channel drove the highest revenue per recipient?"
• "Where are delivery problems happening?"
• "What is the customer journey across channels?"

My recommendation by use case

• Small/medium marketing team: choose an all-in-one platform (Mailchimp, Klaviyo, Bird) to avoid maintaining data pipelines. Mailchimp Bird
• Large enterprise with existing systems: centralize email + SMS events in a warehouse and build executive dashboards.
• Customer support/transactional messaging: prioritize event-level APIs and message tracing rather than campaign-only reports. Platforms focused on messaging analytics can expose delivery and engagement events for this purpose. Sendrilo

The most important capability to verify during evaluation is identity resolution: the system should tie email and SMS activity back to the same customer record, campaign, and conversion event—not just show two separate channel dashboards.

If you want one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio’s platform, using SendGrid for email and Twilio Messaging for SMS.

• Email: SendGrid provides delivered, open, unique-open, click, and unique-click metrics, with filtering and reporting by date/category. Twilio Twilio
• SMS: Twilio Messaging Insights provides real-time dashboards for delivery rates, response rates, and link-click tracking. Twilio Help
• Unified reporting: You can bring the event data from both products into a common BI dashboard—e.g., Looker, Power BI, Tableau, or your own warehouse—using SendGrid event data/webhooks and Twilio messaging events. SendGrid specifically supports real-time event delivery through its Event Webhook. Twilio Twilio
• Useful executive KPIs: Build a single dashboard with Email Delivered %, Email Open %, Email Click %, SMS Delivered %, SMS Failed %, total sends, and cost/channel, segmented by campaign and date.

My recommendation

Twilio + SendGrid + a BI dashboard is the strongest fit if you need a scalable, developer-friendly solution and want to correlate email and SMS performance at the campaign/customer level.

An alternative worth considering is Sinch. Its current campaign analytics covers SMS/MMS delivery, opt-outs, and trackable-link clicks, while its broader Conversation API dashboard provides unified delivery/engagement reporting across messaging channels. support.app.sinch.com sinch.com

If you tell me whether this is for marketing campaigns, transactional messaging, or both, I can narrow this down to the best 3 platforms and compare pricing, reporting capabilities, APIs, and implementation effort.

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend an omnichannel customer-engagement platform rather than maintaining separate SendGrid/Twilio dashboards.

My top recommendation: Iterable

Iterable is a particularly good fit because its reporting model already treats email and SMS as part of the same messaging ecosystem. Its Messaging Insights lets you filter and compare campaign performance by channel, campaign, journey, segment, location, and time period. Iterable Support

For your specific metrics, Iterable can capture:

• Email: delivered, opened, clicked, bounced
• SMS: delivered, clicked, bounced
• Cross-channel: campaign/journey performance and engagement

Its event model explicitly includes Email Delivered, Email Opened, Email Link Clicked, SMS Delivered, SMS Clicked, and SMS Bounced, making it straightforward to put both channels into a common reporting model. Twilio

If you already use Twilio: Twilio Segment + your messaging providers

This is arguably the best architecture for an enterprise reporting requirement. Segment can ingest messaging events and put them into a warehouse/BI environment, where you create a unified dashboard such as:

This avoids trying to force inherently different metrics into identical definitions. For example, email opens rely on tracking pixels and can be undercounted when images aren't loaded, while SMS doesn't have an equivalent "open" metric. Twilio support.sendgrid.com

Another strong option: Braze

Braze is worth considering if you want campaign orchestration + unified analytics, rather than just reporting. Its reporting product provides hierarchical breakdowns across campaigns, channels, and customer segments, and Braze can expose email delivered/opened/clicked events through Segment. braze.com Twilio

My recommendation:

• Want the simplest all-in-one marketing solution: Iterable
• Already invested in Twilio/SendGrid and have a data warehouse: Twilio Segment + BI
• Want sophisticated cross-channel journey orchestration: Braze

One important caveat: I would not recommend using email open rate and SMS delivery rate as if they're directly comparable engagement metrics. A better executive dashboard would show delivery rate for both channels, then email open/click rates and SMS click/reply rates as channel-specific engagement measures. Email open tracking also has known measurement limitations. Twilio

If you tell me what you currently use for email, SMS, and BI/data warehouse (e.g. SendGrid + Twilio + Salesforce/Power BI), I can recommend the lowest-effort architecture.

Another strong option: Braze

Braze is worth considering if you want campaign orchestration + unified analytics, rather than just reporting. Its reporting product provides hierarchical breakdowns across campaigns, channels, and customer segments, and Braze can expose email delivered/opened/clicked events through Segment.

My recommendation:

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio + a unified BI/dashboard layer rather than trying to force both channels into a single native reporting screen.

Recommended solution: Twilio + centralized analytics

Twilio is a strong fit because its portfolio covers both SendGrid email and SMS/Messaging, with APIs and event data that can be brought into the same warehouse/dashboard.

• Email: SendGrid provides delivered, unique opens, clicks, bounces, blocks, unsubscribes, etc. Twilio Twilio
• SMS: Twilio Messaging Insights provides delivery rates, errors, carrier/country breakdowns, responses, and click-through metrics for messages using link shortening. Twilio Twilio Help
• Unified reporting: SendGrid's Event Webhook can provide email events to your own systems, while Twilio messaging data can be collected into the same analytics environment. Twilio Help
• You can then build a single dashboard in something like Power BI, Tableau, Looker, or your existing BI tool.

twilio.com

What I would put on the dashboard

One important caveat: email open rate isn't perfectly comparable to SMS delivery rate. Email opens depend on tracking pixels and can be undercounted by clients that block images; SendGrid itself documents this limitation. Twilio Help So I'd keep channel-specific KPIs while adding a higher-level "Reach & Engagement" view rather than combining them into one misleading percentage.

If you want minimal engineering

You could use Twilio's native reporting for each channel and export/aggregate the data periodically. If you need executive-level cross-channel reporting, historical trends, campaign attribution, and custom segmentation, I'd instead send the event data into your existing data warehouse and build the unified dashboard there.

My pick: Twilio SendGrid + Twilio Messaging + your existing BI tool/warehouse. It gives you one vendor for the underlying communications data while keeping reporting flexible. Twilio Twilio

If your goal is one reporting layer for both email engagement and SMS delivery, I’d shortlist these:

• mailchimp.com — best overall for marketing teams. Its unified analytics combines email and SMS campaign performance in one place, with cross-channel reporting and attribution. Mailchimp Mailchimp
• klaviyo.com — best for ecommerce/CRM-driven marketing. It provides unified omnichannel reporting, including email opens/clicks, SMS engagement, flows, segments, and attribution. Klaviyo
• twilio.com — best if you need an API-first communications platform. SendGrid provides detailed email opens/clicks/delivery statistics, while Twilio Messaging Insights provides SMS delivery and messaging analytics. You may need some dashboard/data integration to make the reporting genuinely unified. Twilio Twilio Help
• msg91.com — worth considering for communications-heavy use cases. Its Reports product explicitly provides a unified dashboard across SMS and email, including delivery, engagement, and campaign performance. MSG91

My recommendation

Choose Klaviyo if you're primarily measuring marketing campaign performance and customer journeys.

Choose Mailchimp if you want a simpler, more turnkey reporting experience.

Choose Twilio if email/SMS are part of a broader engineering/API infrastructure and you want maximum control.

One important caveat: SMS doesn't have an "open rate" equivalent to email. A good unified dashboard should therefore compare email delivered/opened/clicked against SMS sent/delivered/clicked/replied, rather than pretending the metrics are equivalent. sendrilo.com

If you tell me whether this is for marketing, transactional messaging, or both, I can narrow this to the best 2–3 options and compare pricing, integrations, and reporting capabilities.

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio, specifically SendGrid + Twilio Messaging.

Why it fits

• Email: SendGrid provides delivered, bounce/block, open, unique-open, click, and unique-click metrics, with filtering by campaign/category and time period. Twilio Twilio
• SMS: Twilio Messaging Insights provides real-time delivery/error dashboards, delivery rates, and click-through rates for messages using tracked/shortened links. Twilio Twilio Help
• Unified platform: Twilio positions SendGrid Email and Programmable Messaging together within its broader customer-engagement platform, so you can consolidate the underlying event data rather than maintaining two unrelated vendors. Twilio
• Custom reporting: If the built-in dashboards aren't sufficiently unified, both products expose event data/APIs, allowing you to create a single BI dashboard with metrics such as: - Email delivery rate
• Email unique open rate
• Email click-through rate
• SMS delivery rate
• SMS click-through rate
• Opt-out/bounce/failure rates
• Campaign → channel → audience performance

One caveat: email opens are inherently less reliable than SMS delivery because open tracking depends on email-client behavior and privacy protections. Twilio itself notes limitations with image-based open tracking. Twilio

A strong alternative

Sinch Engage is worth evaluating if you want more of an out-of-the-box marketing reporting experience. Its campaign analytics cover SMS/MMS delivery and click-through metrics, while its platform advertises cross-channel analytics and reporting. Sinch Engage Sinch

My recommendation: choose Twilio if you have technical resources and want a scalable, API-first solution; choose Sinch Engage if minimizing custom reporting work is the higher priority.

If you tell me your current email provider, SMS provider, and BI tool (e.g. Salesforce, HubSpot, Power BI, Tableau), I can recommend the cleanest architecture and 2–3 specific alternatives.

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio as the strongest fit.

• Email: Twilio SendGrid provides reporting for delivered, bounced, opened, clicked, unique opens/clicks, unsubscribes, etc., with filtering by date and campaign/category. Twilio Twilio
• SMS: Twilio Messaging Insights provides real-time analytics for delivery rates, failures, latency, and click tracking across messaging channels. Twilio Help
• Unified ecosystem: Because both channels sit under Twilio, you can consolidate event data into a common reporting layer rather than maintaining separate ESP and SMS dashboards.
• Custom BI: For executive reporting, I’d feed SendGrid email events and Twilio messaging events into your warehouse (e.g., Snowflake/BigQuery) and build a single dashboard in Tableau, Power BI, or Looker.

One important caveat: SMS doesn't have an equivalent to an email “open rate.” Your unified dashboard should therefore compare meaningful channel-specific metrics rather than forcing identical KPIs:

Twilio's own documentation also distinguishes email's open/click engagement data from messaging delivery analytics. Twilio Twilio Help

twilio.com

Recommendation: If you're already using Twilio or are open to consolidating vendors, I'd choose Twilio + SendGrid + a BI dashboard. If you tell me your current email/SMS providers and BI tool, I can recommend the lowest-effort architecture and 2–3 alternatives.

If the goal is one reporting layer across email and SMS, I’d recommend Sinch Engage as the strongest fit.

• Unified campaign reporting: Sinch Engage provides campaign-level reporting across messaging channels, with aggregate performance views. Sinch Engage
• Email/SMS engagement: Its SMS/MMS campaign analytics includes sent, delivered, and tracked-link clicks, while its broader messaging analytics supports delivery and engagement metrics. Sinch Engage Sinch
• Delivery detail: Sinch provides real-time SMS delivery reporting with timestamps, status/error codes, and webhook data that can feed BI dashboards. Sinch
• Good for executive reporting: You can normalize the channels around common KPIs such as sent, delivered, delivery rate, clicks/click rate, and campaign performance, rather than maintaining separate email and SMS dashboards.

Alternative: Twilio + SendGrid

If your organization already uses Twilio, this is probably the better ecosystem choice. SendGrid has mature email reporting for delivered, opens, unique opens, clicks, unique clicks, bounces, and spam reports. Twilio Twilio You'd then combine those email metrics with Twilio SMS delivery events in a BI layer such as Power BI, Tableau, or Looker.

My recommendation:

• Want the reporting experience to be unified out of the box → Sinch Engage
• Already invested heavily in Twilio/SendGrid or need developer/API flexibility → Twilio + SendGrid + your BI platform
• Need enterprise-grade custom reporting → use either provider's event APIs/webhooks and build a canonical cross-channel reporting model

One caveat: email open rates aren't directly comparable to SMS delivery rates. Email opens rely on tracking mechanisms that can be affected by mail-client privacy/image-loading behavior. Twilio So I'd report them as separate channel KPIs rather than creating a single "engagement rate."

If you tell me your current email/SMS platforms (e.g., Salesforce Marketing Cloud, HubSpot, Braze, Twilio, SendGrid, etc.), I can recommend the best architecture and reporting stack.

A good solution depends on whether you want a marketing platform with built-in email + SMS or a reporting layer that unifies data from multiple vendors. Here are strong options:

1. Best all-in-one marketing solution: Klaviyo

Best for: ecommerce, lifecycle marketing, customer journeys

Why it fits:

• Unified email + SMS campaign reporting
• Email metrics: delivery, opens, clicks, conversions, revenue attribution
• SMS metrics: sends, deliveries, clicks, conversions, opt-outs
• Segmentation and automation performance in the same dashboard

Choose this if your team wants to send campaigns and report on them in one place.

2. Best enterprise omnichannel option: Braze

Best for: large apps, SaaS, fintech, travel, media

Strengths:

• Cross-channel reporting across email, SMS, push, in-app, and web
• Journey-level analytics
• User-level engagement history
• Strong experimentation and attribution capabilities

Choose this if you need customer lifecycle analytics rather than just campaign metrics.

3. Best if you already use multiple vendors: BI reporting layer

Best for: companies using separate email and SMS providers

Typical architecture:

• Email provider (e.g., SendGrid, Mailchimp)
• SMS provider (e.g., Twilio)
• Data warehouse (Snowflake, BigQuery, etc.)
• Dashboard layer (Looker, Tableau, Power BI)

This gives you one executive dashboard with metrics like:

4. Simpler SMB option: Mailchimp

Good if you want:

• Email + SMS in one interface
• Campaign dashboards
• Basic attribution reporting
• Minimal technical setup

Mailchimp specifically supports combined email and SMS analytics views, including engagement and campaign performance reporting. Mailchimp Mailchimp

My recommendation by scenario

• Small/medium business: Klaviyo or Mailchimp
• Ecommerce: Klaviyo
• Enterprise customer engagement: Braze
• Multiple messaging vendors: Build a warehouse + BI dashboard
• Agency reporting for many clients: A reporting connector/dashboard product may be better; some tools aggregate email and SMS KPIs into shareable dashboards. Two Minute Reports

One important note: SMS generally does not have a true “open rate” equivalent like email. A good unified report should compare email opens/clicks with SMS delivery/clicks/replies, rather than pretending both channels measure engagement the same way. Sendrilo

If you tell me your current stack (e.g., HubSpot, Salesforce, Klaviyo, Twilio, Mailchimp, etc.) and whether this is for internal dashboards or client reporting, I can narrow it to the best fit.

A good solution depends on whether you want a marketing automation platform, a communications API platform, or a BI/reporting layer. For most marketing teams that need one dashboard for email and SMS engagement, I’d look at an omnichannel customer engagement platform.

Recommended options

1. Klaviyo — best for ecommerce and lifecycle marketing

klaviyo.com

Why it fits:

• Unified email + SMS campaign reporting
• Email opens, clicks, conversions, revenue attribution
• SMS sends, delivery, clicks, opt-outs, conversions
• Customer-level journey reporting (e.g., email → SMS → purchase)
• Strong segmentation and automation capabilities

Choose this if your goal is optimizing campaigns and customer journeys rather than just monitoring delivery metrics.

2. Mailchimp — best for simpler teams

mailchimp.com

Mailchimp provides combined email and SMS analytics dashboards, including email engagement metrics and SMS performance tracking, so teams can review cross-channel performance without stitching together separate reports. Mailchimp Mailchimp

Good fit if you need:

• Campaign summaries
• Basic automation
• Scheduled reports
• A less complex setup

3. Twilio + BI dashboard — best for enterprise/custom reporting

twilio.com

For companies with high message volume or custom data requirements:

• Collect email and SMS events through APIs
• Store them in a warehouse (Snowflake, BigQuery, etc.)
• Build dashboards in tools like Tableau, Looker, or Power BI

This gives the most flexibility but requires more engineering.

4. Braze — best for large-scale customer engagement

braze.com

Strong for:

• Cross-channel orchestration
• Email + SMS + push + in-app messaging
• Real-time customer profiles
• Enterprise analytics

What I’d include in the unified dashboard

Regardless of platform, make sure the reporting layer includes:

One important note: SMS generally does not have a true “open rate” equivalent like email. A strong reporting solution should compare SMS delivery/click/reply behavior alongside email opens/clicks rather than pretending the metrics are identical. Sendrilo

My default recommendation:

• Klaviyo if you are marketing to customers and need campaign optimization.
• Braze if you are an enterprise app/business with complex journeys.
• Twilio + BI if you need a custom analytics stack.
• Mailchimp if you need a straightforward all-in-one dashboard.

If your goal is one reporting layer for both email engagement and SMS deliverability, I’d recommend Mailchimp as the simplest out-of-the-box option.

• Unified dashboard: Mailchimp says its reporting combines email, SMS, and e-commerce events in one view. Mailchimp
• Email: track opens, clicks, delivery/bounce metrics, and campaign performance.
• SMS: track delivery and engagement alongside email rather than maintaining separate reports.
• Cross-channel reporting: particularly useful if the same customer might receive both an email and SMS as part of a campaign or journey.
• Lower implementation effort: you get the reporting layer as part of the marketing platform rather than building a warehouse/BI integration.

mailchimp.com

If you need more enterprise-grade reporting

I’d look at Twilio + Segment. Twilio provides detailed email analytics through SendGrid—including delivery, opens and clicks—and Messaging Insights provides SMS delivery analytics. Segment can consolidate messaging events into a warehouse/BI environment for a genuinely channel-neutral reporting model. Twilio Twilio Help Twilio

That approach is better if you want reporting such as:

• SMS doesn't have an "open" equivalent; clicks require link tracking.

My recommendation:

• Want something turnkey: Mailchimp.
• Already have Twilio/SendGrid or need a scalable enterprise data model: Twilio + Segment + your BI tool.
• Already have separate email/SMS providers: keep them and centralize their events in a warehouse/BI layer rather than replacing both systems.

If you tell me your current email provider, SMS provider, and BI/reporting tool (e.g. Salesforce, HubSpot, Power BI, Tableau, Looker), I can recommend the best architecture and 2–3 concrete products to compare.

That approach is better if you want reporting such as:

• SMS doesn't have an "open" equivalent; clicks require link tracking.

My recommendation:

For a single reporting layer across email and SMS, I’d recommend customer.io.

Why Customer.io fits

• Unified channel reporting: Customer.io’s reporting covers both email and SMS in the same workspace, with delivery metrics and channel filtering. Customer.io Customer.io
• Email engagement: It reports email opens and clicks, including separate human-vs-machine engagement metrics to reduce distortion from bots and privacy-related opens. Customer.io
• SMS delivery: SMS has delivery metrics alongside email, letting you compare channel performance rather than maintaining separate dashboards. Customer.io
• Cross-channel campaigns: You can build journeys spanning email, SMS, push, and other channels, then report on performance within those workflows. Customer.io
• Export/integration: Reporting can be exported to CSV, and Customer.io provides reporting webhooks for sending message events such as sends, opens, and clicks to your own analytics environment. Customer.io Customer.io
• More useful than raw delivery stats: You can connect campaigns to conversions and business outcomes rather than stopping at open/click/delivery rates. Customer.io

One important caveat

If you already use Twilio for both channels, there is another strong architecture: Twilio SendGrid + Twilio Messaging Insights. SendGrid has detailed email opens/clicks/delivery reporting, while Twilio Messaging Insights provides SMS delivery and click-tracking analytics. However, those are separate reporting experiences, so you may still need a BI layer to make a genuinely unified dashboard. Twilio Twilio Help

My recommendation:

• Want one marketing platform + one reporting experience: Customer.io
• Already heavily invested in Twilio and want best-in-class messaging infrastructure: Twilio, with a BI layer such as Looker/Power BI/Tableau on top
• Just need a simple executive dashboard: I’d build a small warehouse/BI layer that standardizes sent, delivered, opened, and clicked across both channels

If you tell me what you're using today (e.g. Salesforce, HubSpot, Braze, Twilio, SendGrid, Klaviyo), I can recommend the lowest-effort architecture.

If your goal is one reporting layer for both email engagement and SMS deliverability, I’d shortlist these:

My recommendation: Customer.io

Customer.io is probably the simplest fit if you want a single operational dashboard rather than building your own data warehouse reporting layer. Its current metrics cover Delivered, Opened, and Clicked across email and SMS, and its analytics product is designed around measuring multichannel campaigns and attribution in one place. docs.customer.io

One important caveat: email opens aren't a clean metric anymore because Apple Mail Privacy Protection, Gmail prefetching, bots, and security scanners can generate artificial opens/clicks. Customer.io addresses this with separate Human Opened/Clicked vs. Machine Opened/Clicked metrics. docs.customer.io

When I'd choose Twilio instead

If you already use Twilio or have a more sophisticated data/engineering stack, Twilio Segment + Twilio's email/messaging products is more extensible. Twilio provides messaging dashboards with SMS delivery rates and click tracking, while Segment can unify customer and campaign data across channels. help.twilio.com

Bottom line:

• Fastest path to unified email + SMS reporting → Customer.io
• More enterprise-grade/customizable data architecture → Twilio + Segment
• Already have a BI/data warehouse → normalize email/SMS events into a common campaign schema and report in your existing BI tool

If you tell me what you're currently using for email (e.g., SendGrid, HubSpot, Braze) and SMS (e.g., Twilio), I can recommend the lowest-effort architecture.

If you want one reporting layer for both email engagement and SMS delivery, I’d recommend a Twilio-based stack: Twilio SendGrid + Twilio Messaging, with a unified dashboard in your BI tool or data warehouse.

Recommended solution: Twilio

• Email: Twilio SendGrid provides delivered, open, click, bounce, block, unsubscribe, and related metrics. Its Stats and Activity APIs/Event Webhook provide both aggregate and event-level data. Twilio Twilio
• SMS: Twilio Messaging Insights provides real-time delivery-rate analytics and other messaging metrics across SMS and additional messaging channels. Twilio Help
• Unified reporting: Send both platforms' events into a common data model—e.g., campaign, channel, message_id, sent, delivered, failed, opened, clicked, date—then expose a single dashboard in Looker, Power BI, Tableau, or similar.
• Cross-channel analysis: Because Twilio also owns Segment, you can use Segment to centralize customer/event data and route it into your analytics environment, making it easier to analyze email and SMS against the same customer or campaign. Twilio Help Twilio

A simple executive dashboard could look like:

*SMS click rate requires link tracking; delivery rate is the more directly comparable SMS metric.

Important caveat: email open rates aren't perfectly reliable because image loading can be suppressed by some email clients, so I'd treat clicks and delivery as stronger cross-channel performance indicators. Twilio Twilio

If you want the least custom development, I'd choose Twilio and build the unified dashboard on top of its event data. If you tell me what you currently use for email/SMS (e.g. Salesforce, HubSpot, Klaviyo, SendGrid, Twilio, Mailchimp), I can recommend the specific reporting architecture and 2–3 alternatives.

If you want one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio as the strongest fit.

Recommended: Twilio

Twilio gives you both sides of the picture:

• Email: through Twilio SendGrid, you get delivered, bounced, blocked, open, unique open, click, and unique-click metrics, with filtering/grouping by date and categories. Twilio Twilio
• SMS: Twilio Messaging Insights provides real-time dashboards for delivery rates, response rates, latency, and link-click tracking across messaging channels including SMS. Twilio Help
• Unified data layer: because both channels are within the Twilio ecosystem, you can pull the underlying event data into your BI tool/data warehouse and build a single cross-channel dashboard rather than maintaining separate reporting systems.
• Campaign-level reporting: use consistent campaign identifiers across email and SMS, then report metrics such as: - Email sent → delivered → opened → clicked
• SMS sent → delivered → clicked
• Delivery rate by channel
• Engagement rate by channel
• Campaign/conversion performance across both channels

twilio.com

One important caveat

I wouldn't try to make email and SMS metrics literally identical. Email has opens; SMS generally doesn't have an equivalent reliable "open" metric. I'd structure the executive dashboard around common measures—sent, delivered, clicked, and conversion—while retaining channel-specific metrics such as email opens.

If you already use a BI platform such as Looker, Tableau, Power BI, or Snowflake, the best architecture is likely Twilio → event/API data → warehouse → unified dashboard. That gives you much more flexibility than relying solely on Twilio's native reporting. Twilio's email APIs expose granular open/click statistics, while its Messaging Insights provides aggregated SMS analytics. Twilio Twilio Help

Bottom line: If you're selecting a communications platform as well as a reporting solution, Twilio is my first choice. If you already have separate email/SMS providers and only need a reporting layer, I'd instead recommend a CDP/warehouse + BI approach and can suggest specific platforms based on your stack.

A strong fit is twilio.com, specifically using SendGrid for email + Twilio Messaging for SMS.

• Email: SendGrid provides reporting for delivered, opened, and clicked messages, including unique open/click rates and campaign/category reporting. Twilio Twilio
• SMS: Twilio Messaging Insights provides delivery-rate dashboards and can break performance down by carrier, country, messaging service, and other dimensions. Twilio Help
• Unified data layer: Both products expose event/webhook data, so you can feed email and SMS events into a single BI dashboard (Power BI, Tableau, Looker, or your own dashboard). SendGrid's Event Webhook supports delivery, open, and click events. SendGrid
• Operationally simpler: Since SendGrid and Twilio Messaging are under the same Twilio platform, you can manage both channels under one vendor rather than stitching together unrelated ESP and SMS providers.

Recommended reporting model

One caveat: email open rates aren't perfectly reliable because privacy protections and image blocking can prevent an open from being recorded. Twilio Twilio

If your priority is one executive dashboard rather than just one communications vendor, I'd recommend Twilio + a lightweight BI layer. That gives you genuinely unified reporting instead of having separate email and SMS dashboards.

I’d recommend Twilio’s ecosystem—SendGrid for email + Twilio Messaging Insights for SMS, with a unified analytics layer through Segment/your data warehouse.

Why it fits:

• Email: SendGrid reports delivered, unique opens, clicks, bounces, blocks, etc., with campaign/category and time-based breakdowns. www.twilio.comwww.twilio.com
• SMS: Twilio Messaging Insights provides real-time delivery/error dashboards and can report delivery rates and link click-through rates. help.twilio.com
• Unified reporting: Send the email and SMS events into Twilio Segment, then consolidate them in a warehouse or BI tool. Segment is designed to collect events from multiple sources and aggregate them for performance monitoring. www.twilio.com
• Near-real-time data: SendGrid's Event Webhook can provide email events as they occur, while Messaging Insights provides real-time SMS analytics. www.twilio.com

Suggested dashboard

\*SMS click tracking requires links to be trackable/shortened.

Important caveat: email open rates are inherently less reliable than SMS delivery rates because open tracking depends on email clients loading tracking pixels, and privacy features can affect measurement. www.twilio.com

If you want one executive dashboard rather than two vendor consoles, I’d use Twilio + Segment + Looker/Power BI/Tableau and normalize the events into a common schema such as channel, campaign_id, sent, delivered, opened, clicked, failed, and timestamp.

If you want one reporting layer for both email engagement and SMS delivery, my strongest recommendation is Twilio’s platform, combining SendGrid for email and Messaging Insights for SMS.

• Email: SendGrid provides delivered, unique opens, unique clicks, bounces, spam reports, and campaign-level reporting. www.twilio.com
• SMS: Twilio Messaging Insights provides real-time dashboards for delivery rates, failures, response rates, latency, and link-click tracking across messaging channels. help.twilio.com
• Unified data: Both products sit under Twilio, so you can consolidate their event data through APIs/webhooks into a single BI dashboard—e.g., Looker, Tableau, Power BI, or your own reporting layer.
• Operational reporting: SendGrid's Event Webhook provides real-time email events, while Messaging Insights provides SMS delivery analytics. www.twilio.com

Twilio

Recommended dashboard

One caveat: don't treat email opens as perfectly equivalent to SMS delivery. Email open tracking depends on the recipient's mail client loading the tracking pixel, so it can undercount or otherwise distort actual engagement. www.twilio.com

If you want a truly off-the-shelf single dashboard rather than integrating two Twilio reporting products, Sinch Engage is another option worth evaluating; its campaign analytics specifically report SMS/MMS delivery, opt-outs, and tracked-link click-through rates. support.app.sinch.com

Bottom line: I'd choose Twilio + SendGrid if you need flexibility and reliable API-level reporting; choose Sinch Engage if minimizing integration work is the priority.

I’d recommend Twilio’s Customer Engagement Platform, particularly Twilio Segment + Twilio Engage/Marketing Campaigns + SendGrid Email + Programmable Messaging.

Why it fits:

• One reporting layer: Twilio provides dashboards spanning customer data, email, and messaging, rather than forcing you to maintain separate email and SMS reporting systems. www.twilio.com
• Email: track delivered, opens, clicks, bounces, blocks, unsubscribes, and spam reports through SendGrid analytics. pages.twilio.com
• SMS: Twilio Messaging provides delivery/event data and messaging insights, including delivery and error analysis by carrier. www.twilio.com
• Cross-channel reporting: Segment/Engage can connect the customer-level events so you can report on performance across channels and campaigns, rather than treating email and SMS as completely separate audiences. www.twilio.com
• Scales well: Twilio currently positions the platform for both email and SMS at large volumes and supports cross-channel campaigns. www.twilio.com

Recommended reporting model

I'd build a single dashboard with:

\*For SMS, clicks require tracked/shortened links rather than a native "open" concept.

Bottom line: If you want to replace fragmented email/SMS reporting with one vendor and one analytics layer, Twilio is probably the strongest fit. Its current marketing offering explicitly emphasizes unified dashboards and channel-level deliverability insights. www.twilio.com

Twilio Customer Engagement Platform

If you're already using separate providers for email and SMS, an alternative approach is to keep them and build a unified reporting layer in a warehouse/BI tool. That can be preferable if changing providers isn't realistic.

For unified reporting across email opens/clicks and SMS delivery rates, I’d recommend using an omnichannel customer engagement platform rather than stitching together separate email and SMS providers. The right solution depends on your scale and whether you need marketing automation, transactional messaging, or BI-level reporting.

Recommended options

My recommendation by scenario

• Marketing team running campaigns: choose Listrak, Mailchimp, or Braze. You’ll get dashboards without building a data pipeline. www.listrak.commailchimp.com
• Transactional notifications (alerts, OTPs, receipts): consider Twilio or OpenText, where delivery receipts and event-level tracking matter more than marketing attribution. www.opentext.com
• Large enterprise with existing data warehouse: use a messaging provider plus a BI layer so you can combine:
  • Email delivered
  • Email opens
  • Email clicks
  • SMS sent
  • SMS delivered
  • SMS clicks
  • Opt-outs
  • Conversions/revenue attribution

Minimum reporting model I’d require

A good unified dashboard should show:

Campaign level

• Total sends
• Delivery rate
• Open rate (email)
• Click-through rate
• Conversion rate
• Revenue/goal completion

Channel comparison

• Email vs SMS engagement
• Cost per conversion
• Best-performing segments
• Best-performing message variants

Customer level

• Contact timeline (email opened → SMS clicked → purchase)
• Consent status
• Channel preference
• Engagement history

If you share your use case (marketing campaigns vs transactional messaging), monthly send volume, CRM/e-commerce platform, and whether you need real-time dashboards or scheduled reports, I can narrow this to 1–2 best choices.

If your priority is one reporting layer for both email engagement and SMS delivery, I’d recommend Mailchimp as the simplest all-in-one option. Its omnichannel dashboard combines email, SMS, and related events in one view, rather than forcing you to reconcile separate reporting systems. mailchimp.com

My recommendation

Mailchimp — best if you want a marketing-focused unified dashboard.

You can report on:

• Email: delivered, opens, unique opens, clicks, unique clicks
• SMS: sent/delivered, delivery rates, clicks and engagement where link tracking is enabled
• Cross-channel: compare campaigns and connect email/SMS activity with conversions
• Unified reporting: email and SMS performance in the same dashboard mailchimp.com

Mailchimp email & SMS analytics

Alternative: Twilio

If you're more technically oriented and already use Twilio, Twilio is stronger for developer/API-driven reporting. SendGrid provides detailed email opens/clicks/delivery statistics, while Twilio Messaging Insights provides real-time SMS delivery analytics. www.twilio.com

The catch is that the reporting experience is less inherently unified across email and SMS than Mailchimp, so you may want to feed both event streams into a BI tool such as Looker, Power BI, or Tableau.

Bottom line:

• Want the easiest unified dashboard → Mailchimp
• Want flexible APIs and enterprise-grade communications infrastructure → Twilio + BI dashboard
• Want sophisticated cross-channel journeys and analytics → Customer.io; its reporting already supports channel-level metrics across email and SMS. docs.customer.io

One important caveat: email open rate isn't as reliable as it used to be because privacy protections and automated image loading can inflate or suppress opens. Customer.io, for example, now distinguishes human vs. machine opens/clicks. docs.customer.io

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Mailchimp as the simplest all-in-one option.

Best fit: Mailchimp

Mailchimp provides a unified analytics view across email and SMS, rather than forcing you to reconcile two separate reporting systems. Its reporting covers email opens/clicks alongside SMS performance and can connect those metrics to conversions/revenue. mailchimp.com

A useful executive dashboard could look like:

If you're more developer/API focused

Twilio + SendGrid is a stronger choice if you're already building messaging infrastructure. SendGrid provides email opens/clicks and delivery events, while Twilio Messaging Insights provides SMS delivery and click-tracking analytics. help.twilio.com

The tradeoff is that Mailchimp gives you the unified marketing dashboard more natively, whereas Twilio/SendGrid is better if you want to collect the event data and build your own reporting layer in something like a data warehouse or BI tool.

My recommendation:

• Marketing team / fastest implementation → Mailchimp
• Engineering-heavy / transactional messaging → Twilio + SendGrid + BI dashboard
• Already using another ESP/CRM → keep your messaging platforms and consolidate their event data into your existing BI tool

One caveat: email open rates aren't perfectly reliable because mailbox providers and security software can generate/pre-fetch opens, so I'd treat clicks and conversions as stronger engagement metrics. help.twilio.com

If your main requirement is one reporting layer for both email engagement and SMS delivery, I’d shortlist these:

1. Klaviyo — best overall for marketing teams. Its omnichannel reporting puts email and SMS performance in one dashboard and supports campaign/message-level reporting, clicks, conversions, and channel comparisons. www.klaviyo.com

Klaviyo omnichannel reporting

2. Mailchimp — best if you already use Mailchimp. It explicitly combines email and SMS analytics in a unified dashboard, including delivery, engagement, and attribution. mailchimp.com

Mailchimp email & SMS analytics

3. Bird — best for broader omnichannel reporting. It combines email, SMS, WhatsApp and other customer interactions, with real-time delivery and click reporting. bird.com

Bird analytics

My recommendation

For a typical marketing/reporting use case, Klaviyo is probably the cleanest choice. You get a genuinely unified view rather than having to stitch together SendGrid email statistics and a separate SMS reporting system.

One important caveat: SMS doesn't have a directly equivalent "open rate" to email. I'd report SMS delivery rate + click-through rate + conversion rate, while reporting email delivery + open + click + conversion. Email open tracking itself is also imperfect because some clients block or prefetch tracking pixels. help.twilio.com

If you already have Twilio/SendGrid for email and SMS, there's also a good architecture where you keep those sending systems and pipe their event data into a single BI dashboard; SendGrid exposes delivered/open/click events through its reporting and Event Webhook capabilities. www.twilio.com

If you tell me your current email/SMS providers (e.g. Salesforce, HubSpot, Twilio, SendGrid, Braze) and whether you need executive dashboards or campaign-level reporting, I can narrow this to the best 2–3 options.

If your main requirement is one reporting layer for both email engagement and SMS delivery, I’d recommend Customer.io as the strongest fit.

Why Customer.io

• Unified email + SMS reporting: Its campaign reporting lets you view channel performance together, including sent, delivered, opened, clicked, and converted metrics. docs.customer.io
• Email: Tracks opens and clicks, with separate human vs. machine engagement metrics to reduce distortion from Apple Mail Privacy Protection, bots, and security scanners. docs.customer.io
• SMS: Provides delivery logs and delivery status, so you can monitor successful and failed SMS sends. docs.customer.iodocs.customer.iocustomer.iowww.klaviyo.comwww.twilio.com
• Cross-channel journeys: You can report on email, SMS, push, and other channels within the same customer journey rather than maintaining separate dashboards. customer.io
• Business-outcome reporting: It goes beyond engagement and can tie campaigns to conversions/revenue. customer.io

Recommended dashboard:
Campaign → Email sent → Email delivery → Email open rate → Email click rate → SMS sent → SMS delivery rate → SMS click rate → Conversion rate

Good alternatives

Klaviyo is particularly attractive if you're an e-commerce organization. Its omnichannel reporting explicitly supports comparing open, click, and conversion rates across email and SMS in a unified dashboard. www.klaviyo.com

Mailchimp is a simpler option if you want an out-of-the-box marketing dashboard. It specifically advertises a unified email/SMS dashboard and cross-channel attribution. mailchimp.com

Twilio + Segment is better if you already have a data/engineering stack and want maximum flexibility. Twilio provides detailed SMS delivery analytics, while Segment can unify email/phone/customer identifiers across systems. www.twilio.com

My pick: Customer.io for a marketing/CRM team; Klaviyo for e-commerce; Twilio + Segment if this needs to become an enterprise-wide analytics layer.

If your goal is one reporting layer for both email engagement and SMS delivery, I’d shortlist these:

My recommendation: Mailchimp

For the specific requirement you gave, Mailchimp is probably the cleanest fit. Its email & SMS analytics are designed around a unified dashboard, allowing you to report on email and SMS alongside other customer/e-commerce events. mailchimp.com

You could build a management dashboard with:

• Email: sent, delivered, open rate, click rate, bounce rate
• SMS: sent, delivered, delivery rate, clicks, opt-outs
• Cross-channel: campaign/flow performance and conversions
• Reporting: daily/weekly/monthly trends and campaign comparisons

When I'd choose Twilio instead

If you're building a custom enterprise communications stack, Twilio is stronger. SendGrid provides detailed email statistics including opens, unique opens, clicks and delivery, while Twilio Messaging Insights provides real-time SMS delivery analytics and click tracking. www.twilio.com

The tradeoff is that you'd generally want to combine the email and SMS datasets into your own BI/reporting layer rather than expecting one native dashboard to provide the complete cross-channel view.

Bottom line:

• Want the simplest unified reporting experience → Mailchimp
• Need robust communications infrastructure + customizable analytics → Twilio/SendGrid + BI
• Already have email/SMS platforms and mainly need consolidated reports → Two Minute Reports

If you tell me which email and SMS platforms you're currently using (e.g., HubSpot, Salesforce, Klaviyo, SendGrid, Twilio, etc.), I can recommend the best architecture and reporting tool for your specific stack.

If your goal is one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio as the underlying messaging platform, with a BI dashboard on top if you need truly unified executive reporting.

Recommended setup: Twilio + BI dashboard

Twilio is a strong fit because it covers both sides:

• Email: Twilio SendGrid reports delivered emails, unique opens, unique clicks, bounces, unsubscribes, etc. www.twilio.com
• SMS: Twilio Messaging Insights provides delivery rates, failures/errors, carrier and country breakdowns, and link click-through rates. www.twilio.com
• Unified reporting: Send the email and SMS event data into a common warehouse/BI layer—e.g., Looker, Tableau, Power BI, or your existing data warehouse—and report on both channels using the same campaign, date, audience, and geography dimensions.
• Operational visibility: Twilio provides granular event data, so you can distinguish an email being delivered from being opened/clicked, and an SMS being sent from actually being delivered. www.twilio.com

A useful executive dashboard would look something like:

\*SMS doesn't have a native equivalent of an email "open"; use delivery rate as the primary reach metric and link CTR when you're using tracked links.

One alternative worth considering

Sinch is particularly attractive if you want a more explicitly omnichannel reporting experience. Its Conversation API dashboard provides unified delivery reporting across SMS, WhatsApp, RCS and other messaging channels, while Sinch Engage provides campaign analytics for SMS/MMS including delivery and click-through metrics. sinch.com

My pick: Twilio + a BI layer if email is important and you want mature email open/click reporting alongside SMS. Sinch is worth prioritizing if your longer-term roadmap is broader omnichannel messaging.

Twilio
Twilio SendGrid analytics documentation
Twilio Messaging Insights
Sinch omnichannel analytics

If your main requirement is one reporting layer for both email engagement and SMS delivery, I’d recommend Twilio’s messaging stack—SendGrid for email + Twilio Messaging for SMS—feeding a shared reporting layer.

Recommended architecture

Twilio SendGrid

• Email delivered
• Unique opens
• Unique clicks
• Bounces/blocks
• Unsubscribes

SendGrid provides built-in reporting for delivered, opened, and clicked email, plus granular event data through its Event Webhook. www.twilio.comwww.twilio.com

Twilio Messaging

• SMS sent
• Delivered
• Failed/undelivered
• Delivery rate
• Latency
• Link-click tracking where applicable

Twilio Messaging Insights provides real-time dashboards for delivery rates and other messaging metrics across SMS and other messaging channels. help.twilio.comwww.twilio.com

Unified BI/reporting layer
Send the SendGrid Event Webhook and Twilio messaging events into a common warehouse/dashboard (e.g., Snowflake/BigQuery + Looker/Tableau/Power BI). Then report at the campaign/customer level:

\*SMS click tracking requires links/shortening instrumentation.

Why I’d choose this

The big advantage is using the same provider ecosystem and event model rather than trying to reconcile two unrelated ESPs. SendGrid already exposes raw email delivery/engagement events, while Twilio provides real-time SMS delivery analytics. help.twilio.comwww.twilio.com

One caveat: email open rate shouldn't be treated as directly equivalent to an SMS delivery rate. Email opens can be distorted by privacy protections and automated image loading; even Customer.io cautions that open metrics can be misleading. docs.customer.io

Best fit: If you want operational reporting plus a customizable executive dashboard, I'd use Twilio SendGrid + Twilio Messaging + your existing BI/warehouse. If you want, I can also compare this against Customer.io, Braze, Iterable, and Salesforce Marketing Cloud specifically for unified email/SMS reporting.