What is a good SMS response rate?
How to calculate SMS response rate correctly, why benchmarks vary so widely, and practical ways to raise replies without sending more texts.
·2 min read
Ask ten businesses what a good SMS response rate is and you will hear ten different numbers. That is because response rates depend heavily on who you are texting, why and how warm the relationship is.
Rather than chase a universal benchmark, measure your own rate correctly and work to improve it.
How to calculate it
Divide the number of contacts who replied by the number of messages that were actually delivered, not the number you attempted. Exclude opt-out replies such as STOP from the reply count, or track them separately, so a campaign that angers people does not look successful.
Why rates vary so much
A reminder to an existing customer who expects it can get very high engagement. A first text to a lead who filled out a form an hour ago usually does well. A message to an old or purchased list will be far lower. Compare campaigns of the same type, to the same kind of audience, rather than against an industry average.
- ✓Existing customers reply more than cold contacts.
- ✓Fresh leads reply more than aged leads.
- ✓Questions get more replies than announcements.
- ✓Personalized texts outperform generic blasts.
How to raise it
Text sooner after someone opts in, say who you are, ask one simple question, and personalize with their name and the reason they reached out. Segment your list so each group gets a relevant message, and drop contacts who never engage. Fewer, better texts usually beat more texts.
Key takeaways
- →Calculate replies over delivered messages.
- →Track opt-outs separately from replies.
- →Compare similar campaigns, not industry averages.
- →Speed, relevance and a clear question raise replies.
Put this into practice with Text2Sale
Import leads, create follow-up campaigns, organize replies, and connect texting, calling, and appointments in one workspace.
Frequently asked questions
Should STOP replies count as responses?
No. Count them separately as opt-outs so they do not inflate your response rate.
How long should I wait before measuring?
Most replies come within hours, but measure after a day or two to capture late responders.