{"id":887,"date":"2022-07-21T08:57:28","date_gmt":"2022-07-21T08:57:28","guid":{"rendered":"https:\/\/test.thesmsworks.co.uk\/blog\/?p=887"},"modified":"2024-03-27T10:13:22","modified_gmt":"2024-03-27T10:13:22","slug":"email-vs-sms-open-rates","status":"publish","type":"post","link":"https:\/\/thesmsworks.co.uk\/blog\/email-vs-sms-open-rates\/","title":{"rendered":"What&#8217;s the average open rate for SMS compared to email?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"887\" class=\"elementor elementor-887\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-40f29a0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"40f29a0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1835443a\" data-id=\"1835443a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-68a17ac7 elementor-widget elementor-widget-text-editor\" data-id=\"68a17ac7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<h1 class=\"wp-block-heading\">What&#8217;s the average open rate for SMS compared to email?<\/h1>\n\n<p>Email and SMS open rates are often quoted, compared and contrasted.\u00a0<\/p>\n\n<p>As email open and response rates have declined in recent years and our spam folders bulge, companies have been increasingly turning to SMS as a way of selling directly to their customers.<\/p>\n\n<p>The last few years has seen a huge increase in the number of businesses using SMS and the trend looks set to continue.<\/p>\n\n<p>Nick Lane from Mobile squared identifies huge growth potential for\u00a0<strong><a href=\"https:\/\/thesmsworks.co.uk\/A2P-SMS\">A2P SMS<\/a><\/strong>.<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em><strong>There are 304.7 million registered businesses in the world, just 5% use SMS.<\/strong><\/em><\/p>\n<p>Nick Lane &#8211; <strong><a href=\"https:\/\/www.mobilesquared.co.uk\/\">Mobilesquared<\/a><\/strong><\/p>\n<\/blockquote>\n\n<h2 class=\"wp-block-heading\"><strong>Definition of key terms used with email and SMS marketing measurement<\/strong><\/h2>\n\n<p>Read, open, delivery and response rates are all somewhat murky terms that and difficult to define, let alone measure with any accuracy.<\/p>\n\n<p>There are often different ways of interpreting, measuring and reporting. Results often seem wildly optimistic and completely out of step with what most companies experience in their own campaigns.<\/p>\n\n<p>Here are main metrics that people use to discuss SMS and\u00a0<strong><a href=\"https:\/\/clientvenue.com\/blog\/email-marketing-guide\/\">email marketing campaigns<\/a><\/strong>.<\/p>\n\n<p><strong>Delivery rate<\/strong><br \/>This is the number or proportion of messages that actually get delivered to the SMS message or email inbox.<\/p>\n\n<p><strong>Open rate \/ \u00a0read rate<\/strong><br \/>For SMS there\u2019s no way of measuring \u00a0whether a user has actually opened or read a text, it\u2019s assumed that if a text has been delivered, then it\u2019s probably been read.<\/p>\n\n<p>Average SMS read rates have been estimated by consumer surveys, some of which are now over 10 years old.<\/p>\n\n<p>Email open rates can be captured more accurately but there are still a number of factors that often exaggerate\u00a0the actual figure.<\/p>\n\n<p>For example if an image loads, that is often counted as a \u2018read\u2019 whereas the message could have easily been deleted immediately. \u00a0A more accurate description might be \u2018email loads\u2019.<\/p>\n\n<p>Multiple opens of an email by the same person are often counted as separate opens or reads. Unique views is a more accurate measure that discounts someone opening an email more than once.<\/p>\n\n<p><strong>Click through or response rate<\/strong><br \/>With reporting SMS metrics, click through and response rate are often used interchangeably but they\u2019re clearly not the same thing.\u00a0<\/p>\n\n<p>If a text doesn\u2019t contain a URL that the customer can click, then there can\u2019t be any click through rate. The text might be asking people to reply to the text or perhaps even call a number given in the text itself.<\/p>\n\n<p>With email the \u2018call to action\u2019\u00a0is almost always to click through to a web URL, so in this context, click through rate makes more sense.<\/p>\n\n<p>Click through rate does not however mean that these people then went on to make a purchase.<\/p>\n<p>The overall open rate for SMS campaign can be improved by using an HLR lookup service. This allows you to <strong><a href=\"https:\/\/thesmsworks.co.uk\/blog\/hlrlookup\/\">validate your mobile numbers<\/a><\/strong> before sending your messages<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Open rates for SMS Vs Email<\/strong><\/h2>\n\n<p><strong>SMS open rate<\/strong><\/p>\n\n<p>With no actual open rate data available for\u00a0<a href=\"https:\/\/thesmsworks.co.uk\/sms-marketing\"><strong>SMS marketing<\/strong><\/a>, the fall back position has always been to rely on survey data.<\/p>\n\n<p>Most people quote the results of a survey conducted by UK research company Mobile squared in 2010.<br \/>The much quoted statistics are:<\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em><strong>90% of all incoming SMS are read within 3 minutes<\/strong><\/em><\/p>\n<\/blockquote>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em><strong>over 99% of all text messages are read by the recipient<\/strong><\/em><\/p>\n<\/blockquote>\n\n<p>Total kudos to Mobilesquared for owning the most quoted mobile marketing statistic ever.<\/p>\n\n<p>Despite being well over 10 years old, the stat feels like it is probably still accurate.\u00a0<strong><a href=\"https:\/\/thesmsworks.co.uk\/why-business-sms-still-so-popular\">SMS remains the most attention grabbing messaging channel<\/a><\/strong>.\u00a0<\/p>\n\n<p>I can\u2019t remember the last time I ignored a text.<\/p>\n\n<p>Here is a selection of SMS open and read rates from various sources.<\/p>\n\n<figure class=\"wp-block-table\">\n<table>\n<tbody>\n<tr>\n<td><strong>Source<\/strong><\/td>\n<td><strong>SMS open rate<\/strong><\/td>\n<td><strong>SMS click through \/ Response rate<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Twilio<\/td>\n<td>82%<\/td>\n<td>36%<\/td>\n<\/tr>\n<tr>\n<td>Red eye<\/td>\n<td>99%<\/td>\n<td>36%<\/td>\n<\/tr>\n<tr>\n<td>Text Anywhere<\/td>\n<td>98%<\/td>\n<td>6.1<\/td>\n<\/tr>\n<tr>\n<td>XL Today<\/td>\n<td>98%<\/td>\n<td>45%<\/td>\n<\/tr>\n<tr>\n<td>Labs Mobile<\/td>\n<td>\u00a0<\/td>\n<td>19%<\/td>\n<\/tr>\n<tr>\n<td>Tech Jury<\/td>\n<td>98%<\/td>\n<td>\u00a0<\/td>\n<\/tr>\n<tr>\n<td>Simple Texting<\/td>\n<td>98%<\/td>\n<td>45%<\/td>\n<\/tr>\n<tr>\n<td>Tatango<\/td>\n<td>99%<\/td>\n<td>19%-46%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n\n<p><strong>Email open rate<\/strong><\/p>\n\n<p>Email open rates can be measured far more accurately than SMS but there are several ways that email open rates can be calculated.<\/p>\n\n<p>Depending on who you use as your resource, there are also a\u00a0range of reported average open rates for email.<\/p>\n\n<p>The range for average email open rates is between 17% and 30%.<\/p>\n\n<figure class=\"wp-block-table\">\n<table>\n<tbody>\n<tr>\n<td>Source<\/td>\n<td>Email open rate<\/td>\n<td>Email click through rate<\/td>\n<\/tr>\n<tr>\n<td>Mailchimp<\/td>\n<td>22.70%<\/td>\n<td>2.91%<\/td>\n<\/tr>\n<tr>\n<td>Campaign Monitor<\/td>\n<td>21.50%<\/td>\n<td>2.30%<\/td>\n<\/tr>\n<tr>\n<td>Hubspot<\/td>\n<td>20.90%<\/td>\n<td>7.80%<\/td>\n<\/tr>\n<tr>\n<td>Get Response<\/td>\n<td>17.00%<\/td>\n<td>10.29<\/td>\n<\/tr>\n<tr>\n<td>Constant Contact<\/td>\n<td>29.55%<\/td>\n<td>1.27%<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n\n<h2 class=\"wp-block-heading\">\u00a0<\/h2>\n\n<h2 class=\"wp-block-heading\"><strong>SMS and email are used to achieve different objectives<\/strong><\/h2>\n\n<p>There\u2019s an increasing consumer expectation that they should be communicated with using the channel that they prefer, whether that be SMS, email,\u00a0<strong><a href=\"https:\/\/thesmsworks.co.uk\/OTT-messaging-apps\">OTT apps\u00a0<\/a><\/strong>or livechat.<\/p>\n\n<p>Email and SMS are not competing options where you decide which one to use. The solution is always to use a blend of email and SMS.\u00a0<\/p>\n\n<p>If you give customers the choice then you\u2019re giving yourself the best chance of maximizing the response rate for both.<\/p>\n\n<p>If you\u2019d like to explore our\u00a0<strong><a href=\"https:\/\/thesmsworks.co.uk\/\">SMS API\u00a0<\/a><\/strong>and potentially reduce your costs, feel free to\u00a0<strong><a href=\"https:\/\/thesmsworks.co.uk\/user\/register\">set up a test account.<\/a><\/strong><\/p>\n\n<p>We\u2019ll add 50 free credits for testing and will be standing by to offer as much support as you need.<\/p>\n\n<p><strong>Related articles<\/strong><\/p>\n\n<p><strong><a href=\"https:\/\/thesmsworks.co.uk\/A2P-SMS\">What is A2P SMS?<\/a>\u00a0<\/strong>SMS for businesses is called all sort of things, here&#8217;s a guide.<\/p>\n\n<p><a href=\"https:\/\/thesmsworks.co.uk\/transactional-sms\"><strong>What is transactional SMS?<\/strong><\/a>\u00a0Is this the same as A2P SMS or something different?<\/p>\n\n<p><a href=\"https:\/\/thesmsworks.co.uk\/why-business-sms-still-so-popular\"><strong>Why is business SMS still so popular?<\/strong><\/a>\u00a0Just 160 plain text characters and it&#8217;s still the most popular business messaging option. How could that possibly be?<\/p>\n<p><strong><a href=\"https:\/\/thesmsworks.co.uk\/blog\/best-time-to-send-sms\/\">What&#8217;s the best time to send an SMS campaign?<\/a><\/strong><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>What&#8217;s the average open rate for SMS compared to email? Email and SMS open rates are often quoted, compared and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":79,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Email open rates for email and SMS. 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Which is higher? This short article looks at multiple sources for open rates and reveals some wildly different results.What\u2019s the average open rate for SMS compared to email? Email and SMS open rates are often quoted, compared and contrasted. As email open and response rates have declined in recent years and our spam folders bulge, companies have been increasingly turning to SMS as a way of selling directly to their customers. 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