SMS Benchmarks for Marketing Agencies

Marketing agencies rely on strong SMS performance to support client campaigns, refine targeting, and understand shifting audience behavior across channels. In this guide, we explore the SMS benchmarks that matter most for modern marketing teams.

Average Response Rate

The average response rate in marketing agencies is 25–35 percent, signaling how often clients and prospects reply to SMS outreach during campaigns.

Response rate reflects the portion of contacts who respond to a text, calculated by dividing the number of replies by the total messages that were successfully delivered.

In marketing agencies, this metric shows how clearly messages resonate, how well audiences engage with creative, and whether timing and targeting feel appropriate.

When teams track response rates closely, they can compare channels, refine copy, and make sure communication stays relevant to the people they want to reach.

Average Opt-Out Rate

The average opt-out rate is 0.3–0.6 percent for marketing agencies, reflecting a moderate level of audience churn in client campaigns.

The opt-out rate shows the proportion of subscribers who reply STOP or otherwise remove themselves from a messaging list during a specific period.

It is calculated by taking the number of opt-outs and dividing that by the total number of successfully delivered messages, then expressing the result as a percentage.

For marketing agencies, this metric highlights how relevant, welcome, and well timed their automated messages are across different client accounts.

Careful tracking of the opt-out rate helps agencies refine segmentation, adjust frequency, and protect list health for sustainable long term performance.

Average Click-Through Rate

The average click-through rate in marketing agencies is 14–22% and reveals how frequently recipients engage with tracked links inside SMS campaigns.

Click-through rate expresses the portion of delivered text messages that result in at least one tap on a monitored URL.

To calculate it, divide the total number of link clicks by the total number of successfully delivered messages, then multiply by 100 to convert the figure into a percentage.

For marketing agencies, click-through rate highlights whether audiences view content as compelling and relevant, guiding creative choices, channel strategy, and refinement of targeting so every message works harder across the customer journey.

Average Conversion Rate

The average conversion rate is 2.0–3.0%, reflecting how many people follow through after engaging with a campaign.

In marketing agencies, conversion rate is the percentage of users who complete a desired step after seeing a message, ad, or other touchpoint.

It is calculated by dividing the number of successful responses such as form fills, demo bookings, or purchases by the total audience reached, then multiplying by 100.

This metric matters because it reveals how effectively creative, targeting, and channels work together, helping marketing agencies make sure their strategies truly influence client results.

Average Delivery Rate

The average delivery rate for marketing agencies is 98–99%, which means nearly every SMS lands on the client or lead device as planned.

This high level of reliability supports consistent performance across campaign types, from product launches to loyalty programs and event reminders.

Delivery rate is calculated by dividing all successfully delivered texts by the total number of messages sent, while excluding numbers that are invalid or blocked at carrier level.

For marketing agencies, this metric is crucial because campaign timing, audience segmentation, A B testing, and real time engagement all depend on messages actually reaching recipients.

Average Open Rate

The average open rate is 98% in business texting, a figure that makes text a standout channel for marketing agencies working across diverse client portfolios.

Such a high likelihood that messages are actually seen changes how agencies plan campaigns, from promotional bursts to nurture flows and loyalty programs.

Open rate describes the proportion of delivered texts that recipients go on to open and read.

It is calculated by taking the number of opened messages, dividing by the number successfully delivered, then multiplying by 100.

For marketing agencies, this metric is vital because it helps make sure content strategies are grounded in channels where audiences reliably pay attention.

Average Time to Read

The average time to read an SMS in marketing agencies is 3 minutes.

Time to read describes how long it takes recipients to open and view a text once it has successfully reached their device.

It is calculated by tracking the interval between delivery and the very first open across large volumes of messages, then computing the average value from those records.

This metric carries weight in marketing agencies because quick reading influences campaign timing, audience engagement, creative testing, and coordination with other channels, helping teams make sure their messaging lands when it is most relevant.

Average Response Time

The average response time for marketing agencies is 90 seconds, showing how quickly clients usually respond after they receive a text message.

Response time is the span between when a text arrives on a clients phone and when their first reply is recorded.

It is calculated by tracking that gap for each conversation and then finding the overall average across all text threads.

For marketing agencies, this metric is important because faster replies support smoother campaign feedback loops, quicker creative approvals, and timely adjustments to live promotions.

A lower response time indicates clients are actively engaged through SMS, which helps teams make sure communication stays clear and projects move forward without delays.

Average Bounce Rate

The average bounce rate is 1–2%, which suggests that only a very small portion of SMS messages never reach their destination for marketing agencies.

Bounce rate is calculated by dividing the number of failed message deliveries by the total volume sent, then converting that figure into a percentage.

For marketing agencies, this indicator matters because reliable delivery supports campaign reporting, channel attribution, and list management quality.

A consistently low bounce rate also signals healthy databases, so agencies can make sure that audience insights, remarketing flows, and performance analysis stay grounded in trustworthy data.

Why Are SMS Metrics Important?

Sms metrics matter deeply for businesses in marketing agencies because they show how well brands actually connect with audiences in real time.

From time sensitive promotions to campaign follow ups, strong sms performance helps make sure offers are seen and acted on before interest fades.

Metrics such as delivery rate, open rate, and response rate reveal how relevant and compelling messages are to subscribers.

Conversion rate and click through rate highlight which campaigns truly move people to sign up, purchase, or engage further.

By tracking these numbers, marketing agencies can refine targeting, sharpen messaging, and steadily improve client results.

Overview of Marketing Agencies

Marketing agencies rely on fast, clear communication to coordinate campaigns, align internal teams, and keep clients informed.

Clients expect immediate updates, transparent collaboration, and quick responses across multiple channels, which can create pressure on traditional communication methods.

SMS offers a direct, highly visible path to share time sensitive information and reach stakeholders wherever they are, with engagement rates that far exceed email.

Its immediacy and near universal accessibility help reduce delays, limit miscommunication, and keep projects moving smoothly.

By integrating SMS into their communication mix, marketing agencies can make sure collaboration stays efficient, client experience remains strong, and day to day activity is supported in real time.

SMS Use Cases in Marketing Agencies

SMS helps marketing agencies deliver time-sensitive client updates, accelerate approvals, and keep campaign teams aligned across multiple channels.

Quick, direct texts cut through inbox clutter and make sure campaign decisions and execution happen without delay.

Creative approval workflows use SMS for short proof links and one-tap approvals, speeding revisions and cutting production bottlenecks.

Real-time campaign alerts send performance anomalies or budget alerts to account managers so teams can pause, scale, or pivot ads immediately.

Lead qualification texts capture intent with simple reply flows and schedule discovery calls automatically to improve conversion rates across agency-managed funnels.

Event and experiential coordination uses SMS for vendor confirmations, staff check-ins, and attendee updates to keep on-site operations synchronized during activations.

FAQs About SMS Benchmarks for Marketing Agencies

 How can marketing agencies use SMS to improve client relationships?

Agencies can use SMS to share quick updates, approvals, and time-sensitive information with clients in a more direct way than email. This helps clients feel informed and supported throughout each campaign.

Regular check-ins by text also make communication feel more personal and accessible. Clients appreciate fast replies and clear next steps delivered straight to their phones.

 What role does SMS play in an omnichannel strategy for marketing agencies?

SMS allows agencies to connect campaign elements across email, social media, and paid ads by delivering concise follow-ups at key moments. It reinforces messages clients already see on other channels in a more immediate format.

By integrating SMS with CRM and automation tools, agencies can coordinate timing and content across platforms. This creates a smoother experience for the end customer and supports consistent brand messaging.

 How can marketing agencies keep SMS campaigns compliant with regulations?

Agencies should always obtain clear consent before sending any marketing texts and provide an easy way for people to opt out. They must follow regional rules on permission, data usage, and message content.

Keeping records of consent and message history helps agencies respond if questions arise. Regular legal reviews and training also make sure teams stay aligned with current requirements.

 What are effective ways for marketing agencies to personalize SMS content?

Agencies can tailor SMS messages based on customer behavior, preferences, and past interactions, rather than sending generic blasts. Referencing recent activity or interests makes texts feel more relevant and valuable.

Using audience segments and dynamic fields allows small details like names, locations, or product types to be adjusted automatically. This gives each recipient a more customized experience without adding manual work.