Why Are SMS Open Rates So High

Anahid Akkam
Anahid AkkamContent Manager

Published: Oct 10, 2022

SMS Open Rates

We all know that SMS messages have an open rate—in fact, it is significantly higher than push notifications, which is around 2–5%. In other words, almost everyone who receives an SMS message will open and read it. That’s why most businesses use SMS for marketing efforts, sending reminders, authentication services, and more.

But why is it that they have such a high open rate? Read on to find out.

What is The Open Rate of SMS

SMS messages have a high open rate, with over 98% of text messages being opened and read within three minutes of being sent. This is compared to email, which has an average open rate of around 20%. As the SMS marketing statistics suggest, the high open rate means that it is an effective way to reach your target audience with a message that is likely to be read and acted upon. Therefore, it's no wonder that experts advise business owners to include text marketing in their strategy. 

Is The SMS Open Rate The Same for Every Business

There is no one-size-fits-all answer to this question, as the SMS open rate for businesses can vary depending on a number of factors. However, some common factors that can affect the SMS open rate include the type of business, the size of the business, the industry the business is in, and the target audience of the business.

Additionally, the SMS open rate can also be affected by the frequency of the text messages, the content of the messages, and the send time of the messages. Although the higher the better, businesses should aim to have at least a 70% open rate, averaging between 80 and 90%.

Why Are Text Message Open Rates Higher Than Email

  1. SMS stands for Short Message Service, and it is designed specifically for short-form communication. Email, on the other hand, was designed for longer messages and can accommodate a wider range of content.
  2. SMS messages are delivered directly to the recipient's phone, while email messages can get caught in spam filters or end up in the recipient's junk mail folder. This is the biggest difference between email and SMS marketing.
  3. The vast majority of people have their mobile devices within arm's reach at all times, while laptops and desktop computers are not always readily available.
  4. SMS messages are typically much shorter than emails, making them easier and faster to read, as well as more convenient to send time-sensitive information.
  5. The personal nature of SMS texts makes them more likely to be read and responded to than emails.

What Is A CTR

A CTR is a click-through rate, which is the number of times an ad is clicked divided by the number of times it is seen. The higher the CTR, the more effective the ad.

This performance metric is used to gauge the effectiveness of online advertising or emails. It is the percentage of clicks on a given link or call-to-action, compared to the total number of times the ad or email was exposed. A higher CTR generally indicates that the ad or email copy is relevant and resonates well with the audience, resulting in more clicks.

The Difference Between CTR and Open Rate

Simply put, the click-through rate is the number of times users click on a particular ad or link, divided by the number of times the ad or link is shown. The open rate, on the other hand, is the number of times a user opens an email, divided by the number of emails that were sent.

Generally speaking, a high CTR is indicative of a successful ad or campaign, while a high open rate indicates a successful email campaign. Of course, there are many factors that can influence both CTR and open rate, such as text messages being delayed, so it's important to look at the bigger picture when evaluating the success of a marketing campaign.

How Much Should an SMS CTR Be for a Business

A business's SMS CTR should be as high as possible in order to maximize the number of customers who are reached and interacted with through this marketing channel. While there is no definitive answer for what an SMS CTR should be, a good rule of thumb is that businesses should aim for a CTR of at least 2%.