Mobile messaging presents a growing opportunity for brands in 2024. Open rates over 90% and rapidly rising opt-in subscribers signal that SMS marketing has hit its stride.
Let’s unpack the numerous statistics that showcase the full breadth of consumer engagement, business adoption, real-world results and future potential that define this booming channel.
Consumers highly engaged with text messaging
SMS may seem simple on the surface. But stellar open and response rates reveal truly unrivaled user engagement.
- SMS boasts 98% open rates, while email languishes around 20% to 25%. (MobileSquared)
- Click-through rates average 70% for SMS vs. just 2.7% for email. (Textedly)
- 45% of consumers respond to SMS content from trusted senders. (SimpleTexting)
- 40% of people check text messages within 5 minutes of receiving them. (Zipwhip)
With email inefficacy increasing, SMS breaks through the noise. Text also drives conversations, with high response rates showing consumer willingness for ongoing dialogue.
As inboxes cram, SMS provides senders the rare direct line to audiences. With quick-check adoption surging, texting enables real-time engagement you can’t find elsewhere.
Opt-ins rising steadily among growing subscribers
Surging opt-in rates confirm text messaging‘s increasing role in consumer communication preferences and expectations.
- 51.7 million global consumers have already opted into business SMS programs. (Juniper Research)
- By 2024, 70% of US smartphone users are projected to enable business SMS messaging. (Business Insider)
- SMS subscribership rose 44% from 2020 through 2023. (SimpleTexting)
- 75% of US adults now consent to business texting when directly asked. (VertexSMS)
As subscribership swells, growing opted-in users signal a clear preference for connecting via text blast through perceived barriers. With such high enablement when presented SMS options, the market still shows untapped potential.
Enterprises and SMBs rush to meet demand
Expanding consumer acceptance and engagement has brands racing to activate SMS strategies.
- 67% of businesses now use text messaging for customer communication and marketing. (SimpleTexting)
- 60% of companies plan budget increases for SMS marketing spends in 2024. (Twilio)
- Text messaging now ties neck-and-neck with email as the most used channel for SMB marketing. (SendPulse)
As ROI validation mounts, large enterprises now complement email efforts with SMS. Meanwhile, smaller businesses embrace messaging as a core channel. Across sizes, future investment plans display market confidence.
Retail & ecommerce lead in SMS innovation
With location flexibility nullified amid closures, retail and ecommerce brands pioneered pandemic SMS adoption that still pays dividends.
- 91% of shoppers now desire retail SMS communication for sales and coupons. (Bold360)
- SMS helped 93% of businesses stay connected with customers during physical distancing mandates. (Twilio)
- Top retailers now generate 8.5% of online revenue directly through SMS campaigns. (Cision PRWeb)
- Abandoned cart SMS recovery messages yield over 11% success rates for ecommerce. (Postscript)
From mass store shutdowns emerged SMS lifeline engagement. Retailers now rely on messaging to drive conversions online and offline with promos. Expanding commerce utility has SMB ecommerce joining big box players in driving SMS innovation.
SMS commerce and payments show early promise
Speaking of innovation, expanding abilities may soon enable purchases directly through SMS.
- 43% of consumers state high intent to buy products directly via text messaging. (Insider Intelligence)
- 36% have already made a text-based purchase from retailers. (ComputerWorld)
- 62% of millennials interested in SMS commerce if integrated with existing payment apps. (Twilio)
- 49% of businesses are building out SMS payment functionality by 2025. (Juniper)
Willingness appears high among key demographics for native SMS purchasing. As capabilities grow to facilitate seamless text transactions, SMS commerce could define the next big wave.
Pandemic shifts converted long-term subscribers
SMS subscribership surged amid pandemic uncertainty as anxious brands sought new tethers to lost in-person traffic.
- 51% of consumers opted into retail SMS alerts during 2020 store shutdowns. (Twilio)
- SMS subscribership rose 44% from pre-pandemic figures as of 2023. (SimpleTexting)
- 62% of pandemic-era subscribers remain opted in despite reopened physical retail. (MobileBridge)
Many expected subscribers activated from COVID closures to churn once restrictions lifted. But data shows most consumers stuck around. With higher subscriber rolls now the norm, expanded SMS relevance is clear.
Consumers accept and even expect business texting
Beyond pure subscriber counts, opt-in rates reveal still underutilized consumer willingness for outbound SMS contact.
- 93% now express comfort with businesses texting them directly given prior consent. (SimpleTexting)
- 82% prefer to engage trusted brands via text over social media messaging. (MobileBridge)
- 67% actively want SMS messaging options for business dealings beyond calls and email. (Twilio)
Despite some lingering misperceptions, consumers largely embrace helpful SMS outreach from brands they know and trust. Many even deem necessary for modern personalized engagement as preferences skew mobile.
SMS drives conversions and sales
While awareness remains a key SMS goal for many, properly deployed text campaigns provide unmatched immediate commercial response.
- SMS click-through rates drive 760% higher conversion value per subscriber than email. (Textedly)
- SMS coupons yield redemption rates over 20%, more than 20X higher than print. (Textedly)
- Cart abandonment SMS save campaigns rescue on average 11.3% of lost checkout revenue. (Ecommerce Platforms)
- Appointment reminder SMS improves attendance by over 30%. (HealtheCare Business Today)
With real-time speed perfect for triggers and prompts, SMS contact significantly outperforms other channels across critical ecommerce and service KPIs.
The future remains bright for SMS marketing
Current high momentum shows no signs yet of slowing down. Expect expanded capabilities to open new innovative use cases.
- Business SMS messaging projected to top 1.1 trillion by 2024. (Juniper)
- 78% of marketers to expand or optimize SMS campaigns in 2024. (MobileBridge)
- Push notifications and SMS tied as top future omni-channel priority. (Brilliance)
- Integrated end-to-end shopper journeys become predominant model by 2025 projects Morgan Stanley.
Continued heavy investment will likely enable more seamless SMS commerce activations in the near future. With enables and tech advancing, SMS sits poised to claim an increasingly central role in next-generation customer journeys.
Recommendations for effective 2024 SMS strategies
Looking to activate SMS capabilities this year or take current efforts up a notch? Here are 5 keys to unlocking messaging‘s potential:
Start by encouraging opted-in subscribers. Don‘t rely solely on passive sign-ups. Actively promote SMS programs all touchpoints.
Personalize SMS content with dynamic variables and trigger-based alerts increase perceived value.
Test SMS for time-sensitive offers. Leverage instant open rates for flash sales and promos to drive conversions.
Build SMS into broader campaigns. Sync messaging initiatives with your core email, social and advertising efforts.
Explore expanding commerce capabilities. Evaluate growing native purchase options as emerging SMS payments and checkout boost convenience.
Would you add any other tips to this list? Share your thoughts on crafting high-impact SMS strategies in the comments below!
