SMS Benchmarks for Apparel & Accessories

SMS benchmarks offer valuable context for brands in apparel and accessories navigating changing consumer expectations and shopping patterns. This guide explores the SMS performance metrics most relevant to this category and how they shape effective customer engagement.

Average Response Rate

The average response rate in apparel and accessories is typically 25 to 35 percent, reflecting how often shoppers answer SMS conversations about style and product updates.

Response rate is the proportion of customers who reply to delivered texts, found by dividing the number of responses by total successful messages.

In apparel and accessories, this metric shows how well brands connect and communicate with people about new arrivals, size questions, back in stock alerts, or shipping details. When response rates stay solid, interactions tend to feel more conversational, which supports smoother service and a more reliable shopping experience across seasons.

Average Opt-Out Rate

The average opt-out rate for apparel and accessories brands is typically around 0.6 to 1.4 percent, which sits in the mid range compared with many other consumer categories.

The opt-out rate shows what portion of subscribers actively leave your SMS list after receiving messages.

It is calculated by taking the total number of contacts who text STOP or unsubscribe and dividing that by the number of successfully delivered texts in a given period.

In apparel and accessories, this metric highlights how shoppers feel about product drops, lookbook updates, and promo alerts.

Keeping a low opt-out rate helps brands maintain a healthy audience that stays open to styling ideas, seasonal trends, and collection news.

Average Click-Through Rate

The average click-through rate in apparel & accessories is 11–13% and reveals how frequently shoppers tap links in SMS messages.

CTR represents the portion of delivered texts that generate at least one tap on a tracked link.

To calculate it, divide total tracked link clicks by total messages successfully delivered, then multiply that result by 100.

In apparel & accessories, click-through rate highlights whether subscribers are interested in new arrivals, seasonal collections, size guides, or special offers, helping brands make sure their texting strategy stays relevant and timely.

Average Conversion Rate

The average conversion rate is 1.0–2.0 percent for apparel and accessories, which reflects how many people follow through after receiving an sms about a new drop, back in stock alert, or limited time offer.

Conversion rate describes the share of recipients who complete a specific outcome such as placing an order, starting checkout, or claiming a promo after getting a text.

It is calculated by dividing the total number of those successful outcomes by the number of sms messages delivered, then multiplying by 100.

In apparel and accessories, this metric matters because it reveals how effectively messaging turns browsing into buying, guides inventory decisions, and helps make sure promotions feel relevant instead of repetitive.

Average Delivery Rate

The average delivery rate for apparel and accessories is 98–99%, a sign that nearly every text message successfully reaches the shopper.

This consistency supports order updates, stock alerts, delivery notifications, and post purchase care that feel smooth and dependable.

Delivery rate is calculated by taking the number of messages that arrive on a valid handset and dividing it by the total texts sent, while excluding those that fail because of invalid contacts or carrier screening.

In apparel and accessories this statistic matters because brands rely on precise timing for flash sales, limited drops, shipping changes, returns information, and timely customer support.

Average Open Rate

The average open rate is 98%, which means shoppers are almost always reading text messages in the apparel and accessories space.

For this industry, open rate describes the percentage of delivered texts that people actually tap to read.

It is found by taking the number of opened messages, dividing it by the number of successfully delivered messages, then multiplying by 100 to get a percentage.

This metric matters in apparel and accessories because size alerts, online order updates, back in stock notices, and limited collection drops need to be seen quickly.

Average Time to Read

The average time to read an SMS in apparel & accessories is 3 minutes.

Time to read captures how long it takes shoppers to open and view a text once it has been successfully delivered to their device.

It is calculated by tracking the time gap between delivery and first open across many customer messages, then computing the average of those intervals.

This metric matters in apparel & accessories because rapid reading influences product drop alerts, back in stock notices, size and fit updates, shipping changes, and limited run campaigns.

Faster reads help brands make sure customers respond in time for fast moving inventory and seasonal trends.

Average Response Time

The average response time for apparel and accessories is 90 seconds, showing how quickly shoppers typically respond once a text message lands on their phone.

Response time is the gap between a delivered message and the first reply, found by averaging this interval across every conversation.

It matters in apparel and accessories because speedy replies help keep size checks, style questions, and stock confirmations moving smoothly.

A shorter response window signals that customers are paying close attention to SMS, which helps staff coordinate recommendations and make sure purchases feel timely and personal.

Average Bounce Rate

The average bounce rate for apparel & accessories is 1–2%, which tells us that only a tiny portion of SMS messages never get to shoppers.

This slim slice of undelivered texts hints at strong data quality and routing that can keep communication steady in a fast moving retail space.

Bounce rate is worked out by taking the number of failed messages, dividing it by the total sent, then converting that into a percentage.

In apparel & accessories this figure matters because reliable delivery supports size and fit guidance, order and shipping alerts, and time sensitive drops that depend on accurate contact lists.

Why Are SMS Metrics Important?

Sms metrics matter a lot for businesses in apparel and accessories because they show how clearly brands are speaking to fashion conscious shoppers.

Whether sharing back in stock alerts, size updates, or limited time promos, strong sms performance helps make sure customers get information right when they need it.

Metrics like delivery rate, open rate, and response rate reveal how interested people are in the messages they receive.

Conversion and click through rates show which texts actually inspire shoppers to browse, add to cart, or complete a purchase.

By tracking these numbers, apparel and accessories brands can refine their sms strategy, build loyalty, and create smoother shopping journeys.

Overview of Apparel & Accessories

The apparel and accessories industry relies on fast, clear communication to keep pace with shifting trends, inventory changes, and customer expectations.

Shoppers expect accurate information on product availability, sizing, and delivery timing, often while they are already browsing or ready to purchase.

Brands need channels that cut through crowded inboxes and social feeds and reach customers directly and reliably.

SMS offers immediacy, near universal reach, and very high engagement rates, making it well suited to quick, relevant updates.

By supporting real time interactions and reducing communication delays, SMS helps apparel and accessories businesses maintain operational efficiency and deliver a smoother customer experience.

SMS Use Cases in Apparel & Accessories

SMS helps apparel & accessories brands drive faster sales and better customer service by delivering timely, personalized messages directly to shoppers.

It is especially valuable for coordinating inventory, appointments, and time-sensitive offers across online and brick-and-mortar channels.

Send restock and back-in-stock alerts with size and color availability to reduce lost sales and drive immediate conversions.

Notify customers about ready-for-pickup, curbside collection, or altered-order availability with a one-time pickup code and location details to streamline store operations.

Automate fitting-room and appointment reminders for personal styling, alterations, or private shopping slots to cut no-shows and improve workforce planning.

Send post-purchase messages with shipping milestones, return instructions, and tailored cross-sell recommendations like complementary accessories based on purchased items.

FAQs About SMS Benchmarks for Apparel & Accessories

How can apparel & accessories brands use SMS to launch new collections?

Apparel & accessories brands can announce new drops through early-access texts that include a clear call to shop. This creates a sense of exclusivity and makes sure loyal customers see launches before they sell out.

Pairing SMS with short lookbook links or styling videos helps shoppers quickly visualize outfits and decide faster. This reduces hesitation and drives more immediate browsing.

What role does SMS play in reducing cart abandonment for fashion shoppers?

Brands can send gentle cart reminder texts that highlight the specific item left behind, such as a jacket or pair of shoes. This jogs the shopper’s memory and makes it easy to return directly to checkout.

Including helpful details like size availability or color options in a concise way gives customers confidence to complete their purchase. This approach feels supportive rather than pushy.

How can apparel & accessories retailers personalize SMS messages effectively?

Retailers can tailor texts based on past purchases, such as suggesting matching accessories for a previously bought dress. This makes messages feel like curated styling advice instead of generic promotions.

Using preferences like favorite colors or categories keeps recommendations closely aligned with each shopper’s taste. This kind of personalization makes customers more likely to welcome future texts.

What types of post-purchase SMS messages work well for clothing and accessory buyers?

After a purchase, brands can send order and shipping updates via SMS so customers always know where their items are. This builds trust and reduces the need to contact support.

Follow-up texts that share care instructions or styling tips for the purchased pieces add extra value. This keeps the relationship warm and can inspire customers to return for complementary items.