SMS Benchmarks for Media and Publishing

Media and publishing teams rely on SMS benchmarks to understand audience behavior, refine content distribution, and improve subscriber engagement. This guide explores the key SMS performance metrics shaping outcomes across modern media and publishing strategies.

Average Response Rate

The average response rate in media and publishing is 18 to 28 percent, reflecting how consistently readers, subscribers, and viewers reply to SMS prompts about content, subscriptions, and access.

Response rate is the proportion of delivered texts that receive a reply, calculated by dividing the number of responses by successful message deliveries.

In media and publishing, this figure reveals how engaged audiences feel with alerts on breaking stories, new editions, paywall updates, or membership renewals.

When response rates are monitored carefully, teams can refine timing, language, and frequency so communication feels relevant and respectful of audience attention.

Average Opt-Out Rate

The average opt-out rate for media and publishing is typically around 0.4–0.7 percent, reflecting the constant scrutiny audiences bring to news and entertainment content.

The opt-out rate is the share of subscribers who reply STOP or otherwise remove themselves from your messaging list compared with all successfully delivered texts.

You calculate it by dividing the number of opt-outs by delivered messages, then multiplying by 100 to get a percentage.

In media and publishing, this metric signals whether headlines, breaking alerts, and subscription reminders feel valuable or intrusive.

Keeping a low opt-out rate helps protect reader trust and supports sustainable audience relationships.

Average Click-Through Rate

The average click-through rate in media and publishing is 9–17% and shows how frequently readers tap on links that appear in SMS messages promoting articles, newsletters, or subscription content.

A click-through rate compares the number of SMS links that receive at least one click with the volume of texts that actually arrive, then multiplies that ratio by 100 to express it as a percentage.

In media and publishing, this metric highlights whether audiences find headlines, snippets, and offers compelling enough to explore more content, helping teams refine messaging, timing, and content mix for every campaign.

Average Conversion Rate

The average conversion rate for media and publishing is 0.8–1.5%, reflecting how many readers take a specific next step after engaging with an SMS message.

This small share of recipients might subscribe, purchase a digital issue, or sign up for a paid newsletter after opening a text.

Conversion rate is calculated by dividing completed actions by the total number of delivered messages, then multiplying by one hundred to get a percentage.

In media and publishing, this metric matters because it reveals how well SMS supports reader engagement, subscription growth, and long term audience value.

Average Delivery Rate

The average delivery rate for media and publishing is 98–99%, reflecting that nearly all outbound SMS actually arrive on readers phones.

This consistency lets editors and marketing teams depend on text messages for time critical alerts about breaking stories, subscription reminders, and live event coverage.

Delivery rate is calculated by taking the number of messages confirmed as delivered and dividing it by all messages sent, while excluding texts that fail because of unreachable or invalid numbers.

In media and publishing, a strong delivery rate is crucial, since late or missing texts can undermine audience trust and reduce engagement with timely content.

Average Open Rate

The average open rate is 98%, which means readers in media and publishing almost always see text messages sent to them.

This creates a reliable path for sharing breaking stories, subscription notices, and content alerts right on the phone screen.

open rate describes the portion of successfully delivered messages that people actually open and view.

It is calculated by taking the number of opened texts, dividing by the total delivered texts, then multiplying that result by 100.

In media and publishing, this metric matters because editorial teams need confidence that urgent updates and personalized recommendations are truly reaching audiences.

Average Time to Read

The average time to read an SMS in media and publishing is 3 minutes.

Time to read describes how long it takes a reader to open and view a message after it has been delivered to their device.

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

In media and publishing, it matters because faster reading means breaking news reaches audiences when it is still fresh and relevant.

It also helps teams understand when readers are most attentive so they can time alerts, story drops, and subscription updates more effectively.

Average Response Time

The average response time for media and publishing is 90 seconds, showing how quickly readers and partners typically reply after getting a text message.

Response time is the period between when a text is successfully delivered and when the first response arrives.

It is calculated by adding up these individual gaps across all message threads and dividing by the total number of conversations.

In media and publishing, response time matters because faster replies help support timely approvals, quick feedback on content, and smoother coordination between editors, contributors, and audiences.

Average Bounce Rate

The average bounce rate is 1–2% in media and publishing, which means only a tiny fraction of SMS notifications never get delivered.

This tiny slice hints at reliable data, solid infrastructure, and consistent message reach.

Bounce rate is worked out by dividing all undelivered texts by the total number of messages sent, then converting that number into a percentage.

In media and publishing, this figure matters because timely alerts support breaking news updates, subscriber notices, paywall messages, and content promotion.

When bounce rates stay low, contact lists remain healthy, so editorial and audience teams can communicate with confidence.

Why Are SMS Metrics Important?

Sms metrics matter a lot for businesses in media and publishing because they show how well audiences are actually engaging in real time.

Whether promoting new articles, breaking news alerts, or subscription offers, strong sms performance makes sure readers see and act on what matters most.

Delivery rate, open rate, and response rate reveal how many subscribers receive messages, pay attention, and reply or tap through.

Conversion and click through rates show which campaigns drive actions like newsletter signups, paid subscriptions, or event registrations.

By tracking these metrics, media and publishing teams refine content, timing, and targeting to grow loyal, active audiences.

Overview of Media and Publishing

The media and publishing sector relies on fast, accurate communication to keep audiences engaged and content operations running smoothly.

Teams coordinate across editorial, design, sales, and distribution, where delays or missed messages can quickly impact deadlines and audience trust.

SMS meets these expectations with immediate delivery, near universal reach, and exceptionally high engagement rates compared to email or in app alerts.

It supports rapid information flow, helps reduce bottlenecks in daily workflows, and keeps stakeholders aligned as schedules or priorities shift.

By adding a direct, reliable channel to their communication mix, media and publishing organizations can make sure interactions stay timely, relevant, and closely matched to modern audience expectations.

SMS Use Cases in Media and Publishing

SMS gives publishers a direct, measurable channel to reach audiences for timely content delivery and revenue-driving alerts.

For media and publishing teams, texts cut through crowded inboxes and social feeds to make sure readers get breaking news, subscription offers, and event reminders.

Use SMS to send breaking news flashes and article summaries with short links, helping editorial teams drive immediate traffic and time-sensitive engagement.

Send subscription renewals, payment reminders, and limited-time trial offers by text to reduce churn and speed up conversions.

Coordinate contributors and freelancers with scheduling updates, assignment briefs, and file deadline nudges to streamline production workflows.

Provide audience support through two-way SMS for ticketing, event RSVP confirmation, and personalized content recommendations based on reader preferences.

FAQs About SMS Benchmarks for Media and Publishing

How can media and publishing brands use SMS to deepen audience engagement?

Media and publishing brands can use SMS to share breaking news, new releases, and personalized content recommendations directly to readers. This direct channel builds habit and keeps audiences coming back to the brand as a trusted source.

Two-way SMS also lets readers respond with feedback, topic preferences, or content requests. This helps publishers shape coverage around real audience interests and improve loyalty over time.

What role can SMS play in promoting digital subscriptions for publishers?

Publishers can send SMS alerts about trial offers, exclusive subscriber content, and renewal reminders to keep readers aware of subscription benefits. Simple, mobile-friendly links in texts make sign-up and account management faster and less frustrating.

SMS can also support onboarding by guiding new subscribers through account setup and content discovery. Clear, concise messages help readers quickly understand how to get value from their subscription.

How should media companies integrate SMS with other content channels?

Media companies can use SMS as a trigger that points audiences to richer experiences on apps, websites, podcasts, or video platforms. A short text can highlight a key story or show and include a direct link to the full piece.

Coordinating SMS with email, social, and in-app messaging helps create a consistent content journey. This way, each channel plays a specific role without overwhelming the audience.

What are effective ways to keep SMS content relevant for readers of media and publishing brands?

Editors and marketers can tailor SMS topics based on reader preferences, such as favorite sections, authors, or formats. Segmenting audiences by interests helps keep each message timely and aligned with what subscribers actually consume.

Media and publishing brands can also invite readers to update their preferences via SMS from time to time. This simple step makes sure content stays aligned with changing tastes and avoids fatigue.