SMS Benchmarks for Beauty & Personal Care

SMS benchmarks give beauty and personal care brands a clear view of how shoppers respond to messages about products, routines, and promotions. In this guide, we explore the SMS performance metrics shaping this industry.

Average Response Rate

The average response rate in beauty and personal care is 20 to 30 percent, reflecting how often clients reply when brands or salons reach out via SMS.

Response rate refers to the proportion of delivered texts that receive a reply, calculated by dividing the number of responses by the total successful messages.

In beauty and personal care, this metric reveals whether appointment reminders, product tips, and follow ups actually spark conversation. When response rates are monitored carefully, teams can refine timing, tone, and content so messages feel relevant, support stronger client relationships, and contribute to a more polished brand experience.

Average Opt-Out Rate

The average opt-out rate for beauty & personal care is typically between 0.5 and 0.9 percent, a moderate level for such a visually driven and trend sensitive space.

In this context, opt-out rate represents the percentage of subscribers who reply STOP or otherwise remove themselves from your SMS audience during a given period.

It is calculated by dividing the number of confirmed opt-outs by the total volume of successfully delivered messages and then multiplying by one hundred.

For beauty and personal care brands, this metric highlights how customers respond to product drops, routine tips, and promo alerts, helping marketers fine tune cadence, relevancy, and tone.

Average Click-Through Rate

The average click-through rate in beauty and personal care is 11–13% and shows how frequently shoppers tap links in SMS messages that feature products, tips, or offers.

Click-through rate expresses the proportion of delivered texts that result in at least one click on a tracked link.

To calculate it, divide the number of link clicks by the number of successfully delivered messages, then multiply by 100.

In beauty and personal care, a strong click-through rate reveals that audiences are genuinely interested in routines, ingredients, and curated product suggestions, guiding smarter and more relevant messaging.

Average Conversion Rate

The average conversion rate is 1.5–2.0%, reflecting how many people who receive a message actually go on to complete a meaningful action like a purchase or booking.

Conversion rate compares successful outcomes to the total number of delivered messages so you divide completed actions by messages sent and then turn that into a percentage.

In beauty and personal care this metric shows how effectively your communication turns interest into real customer behavior such as product trials, repeat orders, or appointment confirmations.

Tracking it helps brands make sure their messaging supports revenue growth and long term loyalty.

Average Delivery Rate

The average delivery rate for beauty and personal care is 98–99%, which means almost every SMS actually reaches the customer’s phone as planned.

This high figure gives brands confidence that booking reminders, refill nudges, and aftercare tips reliably land in the message inbox.

Delivery rate is calculated by taking all messages that arrive successfully and dividing them by total texts sent, after removing ones blocked by carriers or sent to invalid numbers.

In beauty and personal care, this metric matters because staff depend on timely SMS for appointment confirmations, schedule changes, no show reduction, and quick follow up care guidance.

Average Open Rate

The average open rate is 98%, which means nearly every text sent in beauty and personal care is actually seen.

In this context, open rate reflects how many delivered text messages get opened by clients or potential customers.

It is calculated by taking the number of opened texts, dividing by the number of successfully delivered texts, then multiplying that result by 100 to get a percentage.

This metric matters in beauty and personal care because appointment reminders, prep instructions, product tips, and follow up care details need to be noticed quickly.

Average Time to Read

The average time to read an SMS in beauty & personal care is 3 minutes.

Time to read describes how long customers take to open and view a text once it has reached their phone.

This figure is calculated by tracking the time gap between delivery and first open across many messages and then finding the average.

It matters in beauty & personal care because reading delays can affect appointment reminders, schedule changes, refill alerts, product education, and limited time bundles, making sure clients stay prepared while staff keep services running smoothly.

Average Response Time

The average response time for beauty and personal care is 90 seconds, showing how quickly clients usually reply once they receive a text message.

Response time is the period between a text being delivered and the first reply being sent, then averaged across all client conversations.

This metric highlights how promptly clients respond when discussing bookings, consultations, or product advice.

In beauty and personal care, a shorter response time supports smoother scheduling and clearer communication about treatments and availability.

It also helps staff make sure questions are handled quickly so clients feel informed, valued, and confident about their appointments.

Average Bounce Rate

The average bounce rate is 1–2% which suggests that only a tiny fraction of sms messages in beauty and personal care fail to reach the intended recipient.

This kind of stability in delivery helps brands and salons rely on their subscriber data with confidence.

Bounce rate is worked out by taking the number of messages that never arrive dividing that by the total sent and converting the result into a percentage.

In beauty and personal care this metric matters because reliable sms supports booking reminders new product alerts membership updates and time sensitive promotion details.

Why Are SMS Metrics Important?

Sms metrics matter a lot for brands in beauty and personal care because they reveal how well you are speaking to clients in the moments that shape their routines and purchases.

When you confirm appointments or send aftercare tips by text, strong performance makes sure people actually get and read what you share.

Delivery rate and open rate show whether messages are reaching inboxes and catching attention.

Response rate, click through rate and conversion rate highlight which texts inspire clients to book treatments, restock products or try new services.

By tracking these signals, brands can refine timing, language and offers so every message feels more helpful and personal.

Overview of Beauty & Personal Care

The beauty & personal care industry thrives on personalized attention and quick responses.

Customers expect clear, timely updates that match their preferences and busy schedules.

Brands in this space must balance high volumes of interactions with the need for a polished, consistent voice.

Traditional channels can feel slow or easily overlooked, especially when clients are on the move.

SMS offers immediacy, near universal reach, and very high engagement, which supports fast and focused communication.

It helps reduce friction in daily operations while keeping messages concise and relevant.

By delivering reliable updates directly to the device people check most, SMS strengthens trust, improves satisfaction, and supports a smoother beauty & personal care experience.

SMS Use Cases in Beauty & Personal Care

SMS helps salons, spas, and beauty retailers keep clients informed and boost appointment adherence in beauty & personal care.

It provides immediate, personal communication that reduces no-shows and supports product-driven revenue growth.

Send appointment confirmations, automated reminders, prep instructions, and quick-reply rescheduling links to make sure stylists' schedules stay full.

Offer same-day cancellation fills by notifying nearby clients of last-minute openings with service type and duration to speed bookings.

Trigger replenishment reminders for skincare and haircare products based on purchase cadence, and send back-in-stock alerts for bestselling items.

Send tailored upsell offers for add-on treatments or sample sets timed to appointments to raise average ticket.

Request quick post-visit feedback and send reorder links or loyalty updates to create repeat bookings.

FAQs About SMS Benchmarks for Beauty & Personal Care

How can beauty & personal care brands use SMS to share routine tips?

SMS is ideal for sending short, practical skincare or haircare tips that fit naturally into a daily routine. Brands can schedule messages around morning or evening to match when customers are most likely to apply products.

Adding simple step by step guidance in each text helps customers use products correctly and feel supported. This builds trust and keeps the brand present without overwhelming the customer.

What types of SMS messages help beauty & personal care customers feel more cared for?

Order confirmations, shipping updates, and refill reminders give customers peace of mind and reduce uncertainty. These messages show that the brand is attentive and organized.

Occasional check in texts that ask how a product is working or offer help with shade or formula selection can deepen the relationship. This kind of support focused messaging feels personal rather than purely promotional.

How can SMS support personalized product recommendations in beauty & personal care?

Brands can use SMS to ask simple preference questions, such as skin type or hair concerns, and then follow up with tailored suggestions. Keeping questions short makes it easy for customers to reply.

Once preferences are known, messages can highlight only the most relevant products or routines. This makes shopping feel guided and reduces the effort customers need to spend on research.

What role can SMS play in managing beauty & personal care appointments?

Salons, spas, and clinics can use SMS to confirm bookings, send reminders, and share preparation instructions. This helps reduce no shows and makes sure clients arrive ready for their service.

After the appointment, a follow up text can share aftercare tips or suggest when to book the next visit. This keeps the experience smooth from first booking to post visit care.