SMS Benchmarks for Beauty and Cosmetics

SMS benchmarks offer valuable insight into how beauty and cosmetics brands connect with customers, nurture loyalty, and build memorable experiences across the customer journey. In this guide, we explore the performance metrics that define effective SMS programs.

Average Response Rate

The average response rate in beauty and cosmetics is around 20–30 percent, reflecting how often customers reply to SMS conversations about products, services, or appointments.

Response rate represents the portion of delivered texts that receive a reply, calculated by dividing the number of responses by the total successful messages sent.

In beauty and cosmetics, it highlights how well brands connect with clients about launches, routine reminders, consultations, and in store or online experiences.

A steady response rate suggests that messages feel relevant and timely, supporting smoother scheduling, better service personalization, and a more polished overall customer journey.

Average Opt-Out Rate

The average opt-out rate for beauty and cosmetics is typically around 0.6 to 1.1 percent, reflecting a relatively engaged audience.

An opt-out rate shows the portion of subscribers who reply STOP or otherwise remove themselves from your SMS list within a given period.

It is calculated by dividing the number of opt-outs by the number of successfully delivered messages, then multiplying by one hundred to get a percentage.

In beauty and cosmetics, this metric highlights whether product drops, restock alerts, and skincare tips feel relevant or overwhelming to shoppers.

Average Click-Through Rate

The average click-through rate in beauty and cosmetics is 11–16% and reveals how often shoppers interact with links shared in SMS updates.

A click-through rate shows the portion of successfully delivered messages that result in at least one tap on a tracked URL.

You calculate it by dividing the total number of link clicks by the total number of delivered texts, then multiplying by 100.

In beauty and cosmetics, CTR highlights whether product drops, tutorials, shade finders, and exclusive offers genuinely capture attention, helping brands make sure every message feels relevant and timely.

Average Conversion Rate

The average conversion rate for beauty and cosmetics is 1.5–2.0%, reflecting how many people complete a desired action after engaging with a message.

Conversion rate represents the share of recipients who do something specific, such as buying a product, joining a loyalty program, or booking a consultation, compared with everyone who received the communication.

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

This metric is vital in beauty and cosmetics because it shows how effectively messaging supports product sell through, brand affinity, and long term customer relationships.

Average Delivery Rate

The average delivery rate for beauty and cosmetics is 98–99%, meaning that nearly every SMS actually arrives on the customer’s phone.

This reflects highly consistent message transmission for product launches, restock alerts, loyalty updates, and appointment reminders.

Delivery rate is calculated by dividing the number of messages reported as successfully delivered by the total sent, excluding texts that fail due to invalid numbers or carrier level filtering.

In beauty and cosmetics this metric matters because brands depend on reliable SMS to support consultations, promote limited edition drops, manage salon schedules, and keep customers informed in real time.

Average Open Rate

The average open rate is 98%, showing that customers in beauty and cosmetics almost always read text messages from their favorite brands.

Open rate describes the portion of delivered messages that recipients actually open and view.

To find this number, take the count of opened texts, divide it by the total messages successfully delivered, then multiply by 100 to convert it into a percentage.

For beauty and cosmetics, a strong open rate matters because time sensitive details about product launches, shade drops, and restock alerts must be seen quickly.

Average Time to Read

The average time to read an SMS in beauty and cosmetics is 3 minutes.

Time to read describes how long it takes customers to open and look at a text once it has reached their device.

This figure is calculated by tracking the gap between delivery and first open across many messages, then averaging those results.

It matters in beauty and cosmetics because quick reading influences appointment updates, wait list spots, shade confirmations, last minute stock alerts, and limited time drops.

Brands can better time product launches, coordinate staff, and keep clients informed at the moments when beauty choices are being made.

Average Response Time

The average response time for beauty and cosmetics is 90 seconds, reflecting how quickly customers tend to answer once a text message reaches their phone.

Response time is the span between message delivery and the moment a customer first replies, calculated by averaging this duration across every conversation.

It matters in beauty and cosmetics because fast replies keep appointment changes smooth, product consultations timely, and support conversations moving without delays.

A shorter response time shows that clients are actively engaged through SMS, helping teams coordinate staff, manage inventory questions, and make sure beauty needs are handled with care.

Average Bounce Rate

The average bounce rate for beauty and cosmetics is 1–2%, which means only a tiny portion of SMS updates never reach customers.

This small percentage points to reliable customer data and consistent message delivery.

Bounce rate is worked out by taking the number of undelivered texts, dividing it by all messages sent, then turning that figure into a percentage.

In beauty and cosmetics, it matters because brands rely on SMS for appointment reminders, product launch teasers, limited drop alerts, and skincare routine tips.

A reliably low bounce rate keeps contact lists accurate, so communication stays relevant and timely.

Why Are SMS Metrics Important?

Sms metrics matter a lot for businesses in beauty and cosmetics because they show how clearly they are speaking to their clients.

Whether they are confirming appointments, sharing pre treatment tips, or reminding customers about follow up care, strong sms results mean messages are getting through at the right moment.

Delivery rate, open rate, and response rate reveal how interested and active the audience really is.

Conversion rate and click through rate highlight which texts actually lead to bookings or product sales.

By tracking these metrics, beauty and cosmetics brands can make smarter choices, refine their timing, and create smoother client journeys.

Overview of Beauty and Cosmetics

The beauty and cosmetics sector relies on fast, clear communication to keep pace with rapidly shifting trends and high customer expectations.

Clients look for timely product information, responsive support, and consistent brand experiences across every touchpoint.

Traditional channels can be slow or easily overlooked, especially when audiences are constantly on the move.

SMS offers immediate delivery, near universal reach, and very high engagement rates, making it easier to connect at the right moment.

It supports efficient internal coordination and dependable outreach so teams can respond quickly and avoid confusion.

By making sure messages are timely and reliable, SMS helps beauty and cosmetics brands strengthen loyalty and streamline daily operations.

SMS Use Cases in Beauty and Cosmetics

SMS helps beauty and cosmetics brands maintain timely, personal contact that drives bookings, product interest, and post-service care.

Quick texts cut no-shows by sending reminders, pre-appointment prep tips, and links to complete intake forms or prepay to streamline salon and clinic workflows.

Follow-up messages collect satisfaction feedback, recommend aftercare products, and prompt customers to book touch-ups to boost retention.

Targeted SMS campaigns announce limited product drops, sampling events, and timed discount codes based on purchase history to drive foot traffic and online conversions.

Restock alerts and in-store pickup confirmations notify clients when favorites are back, reducing lost sales and improving the omnichannel experience.

FAQs About SMS Benchmarks for Beauty and Cosmetics

How can beauty and cosmetics brands use SMS to personalize customer experiences?

Brands can segment their SMS lists by skin type, makeup preferences, or past purchases to send tailored tips and product suggestions. This makes messages feel more like helpful advice than generic advertising.

Using customers first names and referencing previous orders in texts can create a more personal connection. This approach helps shoppers feel understood and more confident in the recommendations they receive.

What types of SMS messages work best for beauty and cosmetics product launches?

Short sneak peeks, early access links, and waitlist confirmations usually create excitement around new product drops. Focusing on key benefits like shade range or skin concerns in a concise format helps grab attention quickly.

Including clear calls to action such as shop now or see swatches guides customers to the next step. Adding limited time details can also encourage faster decisions without overwhelming the recipient.

How can beauty and cosmetics retailers use SMS for customer education?

Retailers can send quick how to texts, such as steps for layering skincare or applying specific makeup techniques. Linking to short tutorials or guides helps customers learn how to get the most from their purchases.

Follow up messages after a purchase can share care tips, ingredient highlights, or routine reminders. This turns SMS into an ongoing support channel instead of just a promotional tool.

What are effective ways to use SMS for beauty and cosmetics appointment management?

Salons and beauty clinics can use SMS to confirm bookings, send reminders, and share preparation instructions before treatments. This reduces confusion and helps clients arrive on time and well prepared.

After appointments, a quick thank you text with suggested follow up products or rebooking links keeps the relationship active. Providing an easy reply option for rescheduling also makes the customer experience smoother.