SMS Benchmarks for Utilities and Energy

Utilities and energy providers face unique challenges in delivering timely updates and meaningful customer communication through SMS. Understanding SMS benchmarks helps teams interpret performance, refine outreach, and build stronger relationships in a highly regulated environment.

In this guide, we explore the core SMS metrics that define effective engagement for utilities and energy organizations.

Average Response Rate

The average response rate in utilities and energy is typically around 20 to 30 percent, reflecting how often customers reply to service related text messages.

Response rate shows the proportion of contacts who send a reply after receiving a delivered message. It is calculated by dividing the number of responses by the total texts that successfully reach customers.

For utilities and energy providers, this metric highlights how effectively organizations connect and communicate about outages, meter readings, payment reminders, safety notices, and conservation updates.

When response rates are monitored carefully, teams can adjust messaging so critical information is more likely to reach and engage households and businesses.

Average Opt-Out Rate

The average opt-out rate for utilities and energy is typically around 0.3 to 0.6 percent, reflecting a relatively stable subscriber base in a critical service sector.

The opt-out rate shows the portion of customers who reply STOP or otherwise unsubscribe from your text messages.

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

In utilities and energy, this metric matters because messages often relate to outages, safety notices, billing reminders, and usage alerts.

Tracking opt-out rate helps teams fine tune message frequency, clarity, and timing so essential information continues to reach the widest possible audience.

Average Click-Through Rate

The average click-through rate in utilities and energy is 13–22% and shows how often customers interact with links in SMS messages.

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

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

In utilities and energy, a strong click-through rate reveals whether customers value information such as outage updates, billing notices, usage insights, or tariff changes, guiding more relevant communication.

Average Conversion Rate

The average conversion rate for utilities and energy is 1.0–2.0%, reflecting how many people complete a desired outcome after receiving an SMS update or reminder.

Conversion rate is calculated by dividing the number of successful actions such as bill payments, plan changes, or service confirmations by the total number of delivered messages, then expressing that figure as a percentage.

This metric carries particular weight in utilities and energy because it reveals how effectively SMS supports timely payments, reduces missed appointments, and improves uptake of digital services.

By tracking conversion rate, providers can make sure each communication meaningfully supports reliability, cost control, and customer confidence.

Average Delivery Rate

The average delivery rate for utilities and energy is 98–99%, which means that nearly every SMS reaches the customer device successfully.

This high level of reliability supports crucial updates about outages, meter readings, tariff changes, safety alerts, and payment reminders.

Delivery rate is calculated by dividing the number of texts that are confirmed as delivered by the total messages sent, excluding those that bounce because of invalid numbers or carrier filtering.

In utilities and energy, this metric is essential because providers must make sure customers receive time sensitive information that affects access to critical household and business services.

Average Open Rate

The average open rate is 98%, which shows that customers in utilities and energy almost always notice and read text messages.

Such a high figure reflects how closely people monitor updates from the companies that power their homes and workplaces.

Open rate refers to the proportion of successfully delivered texts that recipients actually open and view.

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

In utilities and energy, this metric matters because outage alerts, billing notices, and safety information must reach customers promptly.

High open rates make sure essential information is seen in time to guide usage decisions and reduce confusion.

Average Time to Read

The average time to read an SMS in utilities and energy is 3 minutes.

Time to read describes the delay between when a text is delivered and when customers first open it.

It is calculated by tracking delivery timestamps and initial views across large volumes of messages, then averaging those intervals.

This metric matters in utilities and energy because slower reading can affect outage notifications, safety alerts, payment reminders, meter access visits, and planned maintenance updates.

When teams understand typical reading delays, they can schedule messages to better match customer habits and make sure critical information is seen in time.

Average Response Time

The average response time for utilities and energy is 90 seconds, showing how quickly customers typically respond after receiving an SMS.

Response time is the gap between when a text message is delivered and when the first customer reply is recorded.

It is calculated by taking all these time gaps across conversations and finding the overall average.

In utilities and energy, response time matters because many messages relate to outages, safety updates, meter readings, and billing confirmations.

Faster replies help providers coordinate field crews, update systems in near real time, and make sure critical information flows smoothly between customers and operations teams.

Average Bounce Rate

The average bounce rate for utilities and energy is 1–2%

This tiny portion of SMS messages failing to deliver points to reliable customer data and strong infrastructure in place.

Bounce rate is worked out by taking undelivered texts, dividing that figure by all messages sent, then turning the result into a percentage.

In utilities and energy this metric matters because accurate delivery supports outage notifications, service restoration updates, meter reading reminders, and billing alerts.

When bounce rates remain low, providers can make sure contact lists are healthy, so customer communication stays consistent, timely, and trusted.

Why Are SMS Metrics Important?

SMS metrics matter for businesses in utilities and energy because they show how well providers stay connected with customers during everyday service and urgent events.

Whether sending outage alerts, payment reminders, or safety notices, strong SMS performance helps make sure essential updates reach people when they need them most.

Metrics like delivery rate, open rate, and response rate reveal how actively customers are engaging with these critical messages.

Conversion rate and click through rate highlight how effectively texts drive actions such as paying bills, updating contact details, or enrolling in outage notifications.

By tracking and improving these metrics, utilities and energy companies can build trust, reduce call volume, and create smoother customer experiences.

Overview of Utilities and Energy

The utilities and energy sector relies on precise, timely communication to manage complex networks, evolving regulations, and high customer expectations.

Customers and stakeholders expect rapid updates, clear information about service status, and transparent messaging when conditions change or disruptions occur.

Traditional channels can be slow or easily missed, which creates frustration, increases support pressure, and can hinder operational responsiveness.

SMS offers immediate delivery, near universal accessibility, and very high open rates, making it easier for providers to reach people wherever they are.

By using SMS as a core communication channel, utilities and energy companies make sure information flows quickly, support teams stay coordinated, and customer trust remains strong.

SMS Use Cases in Utilities and Energy

SMS is a high-impact channel for utilities and energy providers to deliver time-sensitive notifications and simplify customer interactions.

Text messaging reduces call center volume, accelerates outage communication, and supports field coordination during peak demand.

Outage and restoration alerts make sure customers receive localized updates, estimated restoration windows, and safety guidance to cut incoming calls.

Metering and consumption notices enable automated SMS when irregular usage is detected, prompting quick verification or conservation actions to manage peak loads.

Appointment and crew coordination messages confirm worker arrival windows, share access instructions, and allow customers to report safety issues during on-site visits.

Billing and outage payment reminders send concise links for payments or hardship programs while reducing delinquencies and preserving regulatory compliance communication trails.

FAQs About SMS Benchmarks for Utilities and Energy

How can utilities and energy companies use SMS to improve outage communication?

Utilities and energy providers can use SMS to quickly notify customers about planned and unplanned outages. Short texts can share cause, safety guidance, and estimated restoration updates so people know what to expect.

Proactive outage messaging helps reduce inbound call volume and lowers customer frustration. It also builds trust by showing the provider is transparent and responsive during disruptions.

What role does SMS play in supporting field service operations for utilities and energy?

SMS can alert customers when field technicians are on the way, delayed, or have completed a job. This keeps appointment windows clear and reduces missed visits.

Field crews can also receive work orders, safety notices, and status updates by text. This makes coordination faster without relying on laptops or complex apps in remote areas.

How can utilities and energy providers use SMS to promote safety and preparedness?

Providers can send seasonal safety tips via SMS, such as guidance on storm readiness or heatwave precautions. Short, clear texts help customers act quickly without reading long documents.

SMS can also be used for urgent safety alerts like gas leak warnings or downed power line advisories. Timely messages can guide people to stay clear of danger and contact emergency support.

What are effective ways for utilities and energy companies to handle customer support through SMS?

Customer support teams can use SMS to handle simple requests such as balance checks, move-in or move-out notices, and appointment changes. This gives customers a convenient option without waiting on hold.

Two-way texting lets agents resolve issues with quick back-and-forth messages and links to self-service tools. It also creates a written record of the interaction that customers can revisit later.