SMS Benchmarks for Personal Care and Services

SMS benchmarks help personal care and services teams understand how texts support relationship building and client loyalty. In this guide, we explore the core SMS metrics shaping performance in this people focused industry.

Average Response Rate

The average response rate in personal care and services is 20 to 30 percent, reflecting how often clients reply to SMS messages about appointments, consultations, or follow up care.

Response rate describes the percentage of messages that receive a reply, calculated by dividing the number of client responses by the total texts successfully delivered.

In salons, spas, barbershops, and similar settings, this metric reveals how well teams connect and communicate around scheduling, reminders, promotions, and post visit feedback.

When response rates stay strong, staff can better coordinate calendars, reduce no shows, and make sure each visit feels thoughtful and personalized.

Average Opt-Out Rate

The average opt-out rate for personal care and services is typically around 0.5 to 1.1 percent, reflecting a moderate level of subscriber churn.

The opt-out rate measures how many people text STOP or otherwise unsubscribe from your messages compared to how many texts are successfully delivered.

It is calculated by dividing the total number of opt-outs by the total number of delivered SMS and then converting that figure into a percentage.

In salons, spas, barbershops, and similar studios, this percentage highlights how clients feel about appointment alerts, promo messages, and post visit follow ups.

A stable opt-out rate helps reveal whether the timing, tone, and frequency of messages support respectful, relationship focused communication in such personal settings.

Average Click-Through Rate

The average click-through rate in personal care and services is 10–18% and reflects how frequently clients engage with links in SMS content focused on wellness, beauty, and grooming experiences.

Click-through rate shows the proportion of delivered texts that lead to at least one tap on a tracked link.

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

In personal care and services, a healthy click-through rate indicates that messages feel relevant, timely, and helpful, guiding more thoughtful choices about promotions, reminders, and educational content.

Average Conversion Rate

The average conversion rate for personal care and services is 1.0–2.5%, reflecting how many people follow through after receiving an SMS.

Conversion rate describes the share of message recipients who complete a specific outcome, such as booking a facial, confirming a hair appointment, or purchasing a wellness package.

It is calculated by dividing the number of successful results by the total messages that reach customers, then multiplying by one hundred to get a percentage.

In personal care and services, this metric is crucial because it connects everyday communication with filled time slots, smoother scheduling, and more consistent client relationships.

Average Delivery Rate

The average delivery rate for personal care and services is 98–99%, which means nearly every SMS actually lands on a clients phone.

This consistency supports smooth communication for appointment reminders, schedule changes, post visit follow ups, and promotional updates across salons, spas, barbers, and wellness studios.

Delivery rate refers to the percentage of messages that arrive successfully on recipients devices compared with all texts sent.

It is calculated by dividing delivered messages by the total sent, excluding ones that fail because of invalid numbers or carrier filtering.

In personal care and services, a strong delivery rate is crucial because staff depend on reliable SMS to reduce no shows, coordinate staff time, and keep clients informed at every stage of their visit.

Average Open Rate

The average open rate is 98%, which means clients almost always read text messages in the personal care and services space.

For this sector, open rate describes the portion of successfully delivered texts that people actually open and view.

You find it by taking the number of opened messages, dividing it by the number of messages delivered, then multiplying the result by 100.

A strong open rate is vital in personal care and services because reminders for appointments, schedule changes, or aftercare tips must be seen quickly.

High open rates make sure clients receive timely guidance that supports smoother visits and better outcomes.

Average Time to Read

The average time to read an SMS in personal care and services is 3 minutes.

Time to read describes the typical delay between when a message is successfully delivered and when a client first opens it.

It is calculated by tracking many individual texts comparing their delivery timestamps with their first open timestamps then averaging those gaps.

This timing matters in personal care and services because quick reading affects appointment confirmations schedule changes last minute cancellations retail product offers and sensitive prep instructions.

It helps staff make sure clients arrive prepared avoid no shows and stay aligned with real time updates.

Average Response Time

The average response time for personal care and services is 90 seconds, reflecting how quickly clients tend to reply after receiving a text message from a salon or spa.

Response time is the period between when a message lands on a phone and when the first reply is sent, then averaged across many conversations.

It is calculated by measuring that gap for each exchange and finding the typical value over a set timeframe.

In personal care and services, a quick response time supports smoother appointment changes, rapid confirmation of bookings, and timely updates about treatments.

Faster replies also help staff make sure clients feel heard, reducing missed visits and last minute confusion.

Average Bounce Rate

The average bounce rate for personal care and services is 1–2%, which means only a tiny portion of SMS messages never reach clients.

Bounce rate describes the share of texts that fail to deliver compared with everything sent out during a period.

It is calculated by dividing undelivered messages by total sends, then converting that result into a percentage.

In personal care and services, this metric matters because reliable delivery keeps clients informed about appointment times, schedule changes, and wait list openings.

A consistently low bounce rate also helps keep contact databases updated, so communication flows smoothly and staff avoid wasting time on invalid numbers.

Why Are SMS Metrics Important?

Sms metrics matter deeply for businesses in personal care and services because they show how clearly and quickly providers connect with clients about their wellbeing.

Whether it is confirming a facial appointment, sharing pre visit instructions, or sending aftercare tips, strong sms performance makes sure that important details arrive on time.

Delivery rate and open rate reveal if messages are actually reaching and capturing clients attention.

Response rate shows how willing customers are to engage in two way communication.

Conversion and click through rates highlight how well texts inspire actions such as booking treatments, purchasing products, or joining loyalty programs.

By tracking these metrics, personal care and services brands can refine their communication, build trust, and create smoother visits from first booking to follow up.

Overview of Personal Care and Services

The personal care and services sector relies on frequent, precise communication to coordinate visits, manage expectations, and support ongoing client relationships.

Clients often expect prompt responses, flexible scheduling, and clear updates that fit naturally into their daily routines.

Traditional channels like phone calls or email can be missed, delayed, or feel intrusive, especially when people are on the move.

SMS offers near universal reach, exceptional open rates, and fast delivery, making it easier to share timely information without overwhelming clients.

By integrating SMS into everyday communication, personal care and services providers make sure interactions are more reliable, operations stay organized, and the overall client experience feels smoother and more responsive.

SMS Use Cases in Personal Care and Services

SMS helps personal care and services businesses keep clients informed, reduce no-shows, and maintain personalized communication across appointments and follow-ups.

Appointment reminders and pre-visit intake prompts let salons and clinics confirm bookings, collect health or preference details, and cut last-minute cancellations.

Client check-ins and post-service care messages provide aftercare instructions, product recommendations, and quick feedback to improve treatment outcomes and retention.

Staff scheduling alerts and shift swaps sent by text speed internal coordination for mobile stylists, home healthcare aides, and clinic teams.

Targeted promotions and rebooking nudges based on recent services drive repeat visits while offering time-limited specials that fit client schedules.

FAQs About SMS Benchmarks for Personal Care and Services

How can personal care and services businesses use SMS to improve appointment experiences?

SMS can be used to send clear booking details, directions, and what-to-bring reminders before each visit. This helps clients feel prepared and reduces confusion at check-in.

Follow-up texts after the appointment can gather quick feedback and provide care tips. This keeps the experience going beyond the visit and builds stronger relationships.

What types of SMS messages are most helpful for salon and spa clients?

Clients value appointment confirmations, timing updates, and reminders about any prep they should do before a treatment. These messages make the visit smoother and reduce last-minute issues.

Service follow-ups with aftercare guidance or product suggestions are also helpful. They show that the business cares about client results once they leave.

How can personal care and services brands keep SMS messages feeling personal?

Using a client’s first name and referencing their specific service helps messages feel tailored instead of generic. Mentioning the stylist, therapist, or technician by name adds a human touch.

Businesses can also time texts around individual visit patterns and preferences. This makes each message feel relevant to that person’s routine and needs.

What are some best practices for SMS consent in personal care and services?

Clients should opt in clearly, for example when booking online or filling out intake forms. Businesses need to state what types of messages clients will receive so expectations are clear.

It is important to include simple instructions for opting out in every message. This shows respect for client choices and builds long-term trust.