SMS Benchmarks for Libraries and Museums

Libraries and museums rely on thoughtful communication to build lasting relationships with their communities, making SMS benchmarks a valuable reference point for modern outreach strategies in these cultural spaces.

Here, we explore the core SMS performance metrics that shape results for libraries and museums.

Average Response Rate

The average response rate in libraries and museums is 15 to 25 percent, signaling how frequently visitors and patrons reply when they receive text messages about services, events, or memberships.

Response rate reflects the portion of recipients who send a reply, calculated by dividing the number of responses by the total successfully delivered messages.

In cultural institutions, this metric shows how well teams connect with audiences about exhibit openings, timed entries, educational programs, and collection access.

When response rates remain strong, communication usually feels meaningful and timely, which supports smoother visitor flows and more informed community engagement.

Average Opt-Out Rate

The average opt-out rate for libraries and museums is typically between 0.2 and 0.4 percent, reflecting a strong level of patron trust and interest.

The opt-out rate shows the proportion of people who reply STOP or otherwise remove themselves from your text list.

It is calculated by dividing the number of opt-outs by the number of successfully delivered SMS messages, then expressing that figure as a percentage.

In libraries and museums, this metric signals how relevant visitors find alerts about new exhibits, event reminders, or due date notices.

Tracking opt-out rate helps staff adjust message frequency and content, and make sure communication remains respectful, timely, and welcomed.

Average Click-Through Rate

The average click-through rate in libraries and museums is 9–15% and reveals how frequently visitors interact with links in text messages that share updates, event details, or digital resources.

Click-through rate shows the portion of successfully delivered texts that result in at least one tap on a tracked link.

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

In libraries and museums, this metric matters because it reflects how relevant patrons find invitations to exhibitions, reading programs, memberships, and online collections.

Average Conversion Rate

The average conversion rate for libraries and museums is 0.6–1.0%, reflecting how many people act after receiving a text message about events, memberships, or visits.

Conversion rate is calculated by dividing the number of people who complete a specific outcome, such as reserving tickets, renewing a membership, or registering for a program, by the total number of messages successfully delivered.

This figure is important in libraries and museums because it shows how effectively messaging turns interest into real engagement.

By tracking conversion rate, cultural institutions can make sure their communications support attendance, deepen community participation, and guide decisions about future programming.

Average Delivery Rate

The average delivery rate for libraries and museums is 98–99%, meaning that nearly every text message reaches the visitor or member exactly as planned.

This high level of performance supports smooth communication around event reminders, timed entry slots, membership renewals, exhibition previews, and unexpected closures or schedule changes.

Delivery rate is calculated by comparing the number of texts that arrive successfully on devices against the total volume sent, excluding those that bounce because of invalid contacts or filtering at the carrier level.

For libraries and museums, a strong delivery rate is essential because staff depend on prompt SMS to manage reservations, notify holds and returns, guide visitor flows, and coordinate educational programs.

Average Open Rate

The average open rate is 98%, which shows that visitors almost always read text messages sent by libraries and museums.

This ultra high engagement means that updates about events, new exhibits, or account notices are very likely to be seen quickly.

Open rate is the percentage of delivered texts that people actually open and view.

It is found by dividing the number of opened messages by the number of messages that reached phones, then multiplying the result by 100.

For libraries and museums, a strong open rate is vital because messages about due dates, ticketed programs, or time sensitive alerts must be visible at the right moment.

Average Time to Read

The average time to read an SMS in libraries and museums is 3 minutes.

Time to read describes how long visitors or patrons take to open and view a text message after it is delivered to their phone.

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

This measure is important in libraries and museums because timely reading supports ticketing updates, event reminders, study room reservations, closures, and quiet hour changes so staff and visitors can stay coordinated.

Average Response Time

The average response time for libraries and museums is 90 seconds, indicating how quickly visitors typically respond after getting a text update or reminder.

Response time describes the gap between when a text message reaches a visitor and when their first reply is recorded.

It is calculated by measuring that gap for each conversation then finding the overall average.

In libraries and museums it matters because quick replies help staff manage holds event registrations and visitor questions more smoothly.

A shorter response time shows that visitors are attentive to messages which helps staff make sure information and services stay timely.

Average Bounce Rate

The average bounce rate for libraries and museums is 1–2%, which shows that only a tiny portion of text messages never reach their destination.

This small percentage hints at reliable phone data and consistent message delivery.

Bounce rate is calculated by dividing all undelivered texts by the total number of messages that were sent, then multiplying by 100 to get a percentage.

In libraries and museums this metric matters because dependable delivery underpins notices about due dates, membership renewals, exhibition launches, and education programs.

Keeping bounce rates low helps staff make sure contact lists stay accurate so visitor communication and daily coordination remain smooth.

Why Are SMS Metrics Important?

Sms metrics matter a lot for businesses in libraries and museums because they show how well visitors are being reached with timely information.

Whether sending event reminders, ticket confirmations, or last minute schedule changes, good sms performance helps people receive and act on details right when they need them.

Metrics like delivery rate, open rate, and response rate reveal how interested patrons are in these messages.

Conversion and click through rates uncover how effectively texts lead to actions such as reserving seats, joining programs, or renewing memberships.

By tracking these numbers, libraries and museums can refine their outreach and create smoother experiences for visitors.

Overview of Libraries and Museums

Libraries and museums serve diverse audiences who expect clear, timely updates on access, programming, and services.

These institutions often operate with limited staff and budgets, so communication must be efficient, reliable, and easy to manage.

SMS supports these goals by providing instant delivery, near universal reach, and engagement rates far higher than email or other channels.

Messages are typically read within minutes, which is critical when information affects visitor experience or daily operations.

By keeping communication direct and mobile friendly, SMS helps libraries and museums reduce confusion, streamline workflows, and maintain strong relationships with patrons.

SMS Use Cases in Libraries and Museums

SMS helps libraries and museums reach patrons quickly with time-sensitive information, increasing attendance and operational efficiency.

It provides a low-cost, accessible channel for reminders, alerts, and personalized outreach that complements existing email and phone workflows.

Timed program reminders and ticket alerts send patrons updates about lectures, exhibit openings, and reserved collection pickups to reduce no-shows and free up staff time.

Automated loan and reservation messages notify borrowers about due dates, overdue items, and hold availability to streamline circulation processes and minimize fines.

Share last-minute accessibility notices, audio tour codes, or timed-entry messages to make sure visitors have a smoother experience.

Deliver quick closures, safety advisories, and building access updates to protect collections and keep staff and visitors informed.

FAQs About SMS Benchmarks for Libraries and Museums

How can libraries use SMS to support patrons with book loans and returns?

Libraries can send SMS reminders about upcoming due dates, hold pickups, and overdue items so patrons stay on top of their borrowing. This helps reduce missed returns and keeps collections more available to the community.

In what ways can museums use SMS to improve the visitor experience on-site?

Museums can provide visitors with SMS links to audio guides, exhibit maps, and real-time event schedules. This creates a more interactive visit and helps guests navigate large spaces without relying on printed materials.

How can SMS help libraries and museums manage event registrations and updates?

Libraries and museums can use SMS to confirm event registrations, share last-minute changes, and send entry details. This keeps attendees informed and reduces confusion at check-in or when plans shift unexpectedly.

What are some best practices for using SMS to share educational content from libraries and museums?

Libraries and museums can send brief SMS messages with links to digital collections, reading lists, or virtual tours. They should make sure texts are short, clearly written, and relevant to the interests patrons or visitors have already expressed.