SMS Benchmarks
for Ecommerce Marketing
2021 EDITION
The data doesn’t lie: This is how to create killer SMS marketing campaigns in 2021.
Below you’ll find the aggregate data from thousands of ecommerce stores using SMS, so you can see how your brand's performance measures up. We’ve also included actionable takeaways to help you get the most out of this data as well as ideas for your SMS marketing strategy.
Jargon Decoder
UNSUB Rate
The percent at which subscribers unsubscribe to messages
CTR
Click-through-Rate
Conversion Rate
The percent of which subscribers purchase
EPM
Earning per Message
AOV
Average Order Value
Benchmarks by Product Persona
SMS marketing performance varies depending on the types of products being sold and how often they’re purchased. We separated products into five ‘personas’ based on consumer behavior: how much they cost, how often they’re purchased, and the time between purchases.
💡 Top insights
- No surprise: stores selling more expensive items generally earn more per text message.
- Stores selling consumables and regularly re-purchased items can earn significant revenue from messages focused on repeat buyers such as campaigns, customer win-back series, and post-purchase promotions.
- Stores that sell one-time-purchase goods see the most revenue concentrated in their opt-in and welcome-series flows. Don’t skimp on building out the strongest possible welcome flow - it’ll pay off!
Small Subscription Spends
Monthly, recurring inexpensive goods and consumables
- AOV less than $100
- Repurchased more than 25% of the time
- Purchased less than 45 days apart
Examples: Snack and coffee stores with subscriptions, and some clothing brands that sell regularly purchased basics
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 0% – 1% | 7% – 14% | 1% – 3% | $0.45 – $1.62 |
| Abandoned Cart | 1% – 3% | 12% – 19% | 12% – 23% | $6.89 – $15.27 |
| Customer Win-back | 0% – 1% | 6% – 11% | 1% – 3% | $0.75 – $2.02 |
| Post Purchase Promotion | 0% – 1% | 10% – 18% | 2% – 9% | $1.18 – $4.72 |
| Welcome Series | 2% – 6% | 9% – 14% | 3% – 10% | $1.87 – $5.58 |
| Keyword Opt-in Flow | 1% – 3% | 26%– 43% | 10% – 24% | $5.32 – $15.32 |
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% | 7% – 14% | 1%- 2% | $0.36 - $1.14 |
| Abandoned Cart | 1% - 3% | 11% - 17% | 12% - 20% | $6.86 - $14.82 |
| Customer Win-back | 0% - 1% | 7% - 11% | 1% - 3% | $0.77 - $2.25 |
| Post Purchase Promotion | 0% - 1% | 9% - 6% | 2% - 5% | $0.85 - $3.27 |
| Welcome Series | 2% - 6% | 8% - 13% | 3% - 8% | $1.50 - $4.81 |
| Keyword Opt-in Flow | 1% - 3% | 27% - 41% | 12% - 26% | $6.75 - $16.46 |
Occasional Orders
Occasional inexpensive goods and consumables
- AOV less than $100
- Repurchased more than 25% of the time
- Purchased less than 45 days apart
Examples: Beauty/cosmetics products, most clothing brands
Single-Stop Gifts
Single-purchase inexpensive goods
- AOV less than $100
- Repurchased more than 25% of the time
Examples: Stores selling products that might be bought as a one-time gift (think baby items or wedding gifts) and stores with a smaller catalog of niche items
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% - 02% | 6% - 11% | 0% - 1% | $0.15 - $0.44 |
| Abandoned Cart | 3% - 7% | 10% - 16% | 8% - 16% | $4.01 - $9.09 |
| Customer Win-back | 1% - 3% | 6% - 09% | 0% - 1% | $0.15 - $0.64 |
| Post Purchase Promotion | 1% - 2% | 8% - 14% | 1% - 2% | $0.33 - $1.19 |
| Welcome Series | 4% - 9% | 7% - 12% | 2% - 7% | $1.08 - $3.95 |
| Keyword Opt-in Flow | 2% - 4% | 28% - 46% | 10% - 24% | $4.89 - $12.59 |
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% - 2% | 7% - 13% | 0% - 1% | $0.24 - $1.29 |
| Abandoned Cart | 2% - 7% | 12% - 17% | 8% - 7% | $13.33 - $41.28 |
| Customer Win-back | 1% - 3% | 7% - 11% | 0% - 1% | $0.39 - $1.02 |
| Post Purchase Promotion | 1% - 3% | 8% - 17% | 1% - 2% | $1.10 - $3.69 |
| Welcome Series | 4% - 10% | 8% - 14% | 2% - 6% | $3.23 - $14.11 |
| Keyword Opt-in Flow | 2% - 5% | 22% - 37% | 4% - 18% | $9.02 - $34.23 |
One-time Luxuries
Single-purchase luxury goods
- AOV more than $100
- Repurchased less than 25% of the time
Examples: Big-ticket athletic purchases such as skis; other large purchases including furniture, jewelry, and art
Recurring Splurges
Periodic luxury goods
- AOV more than $100
- Repurchased more than 25% of the time
Examples: Stores selling upscale clothes and footwear, big-ticket beauty items like hair extensions, some stores that sell a wider variety of home goods and athletic gear
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% - 2% | 7% - 14% | 1% - 2% | $0.88 - $2.93 |
| Abandoned Cart | 1% - 4% | 11% - 19% | 9% - 21% | $17.56 - $36.19 |
| Customer Win-back | 0% - 1% | 7% - 15% | 2% - 3% | $2.07 - $6.08 |
| Post Purchase Promotion | 0% - 2% | 10% - 15% | 2% - 6% | $2.19 - $6.26 |
| Welcome Series | 3% - 9% | 8% - 14% | 3% - 9% | $5.14 - $16.23 |
| Keyword Opt-in Flow | 2% - 4% | 23% - 40% | 8% - 20% | $12.74 - $34.25 |
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Benchmark by Industry
Every industry has a different set of customers, best-practices, and expectations. Before you take a one-size-fits-all approach, consider whether an auto shop and a baby food store should have the same campaigns (hint: they shouldn’t — here’s why.) We took a look at the top 5 industries and analyzed their success with SMS marketing.
All Industries
If your shop doesn’t fit into one of the listed verticals below, this is a great catch-all starting point for looking at your SMS performance.
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 0.9% | 9.8% | 1.4% | $1.04 |
| Abandoned Cart | 2.4% | 16.2% | 9.1% | $8.11 |
| Customer Winback | 1.5% | 7.5% | 1.1% | $0.69 |
| Loyalty Offer | 1.0% | 14.6% | 2.2% | $1.12 |
| Welcome Series | 3.1% | 10.3% | 2.0% | $1.78 |
| Keyword | 3.0% | 30.3% | 7.7% | $5.79 |
What to Do
Setup an Abandoned Cart series! Across every industry, abandoned carts CTR, conversion rate, and EPM are incredibly strong 💪.
Put some thought into your opt-in keyword reply and welcome messages. These high-value messages are a crucial part of any store’s strategy to build a strong list and revenue.
Go Easy on Campaigns: Less is more with campaigns across the board. While they have some of the lowest unsubscribe rates, they also have lower EPM, conversion rates, and CTR.
How many distinct SMS opt-ins should we have?
Fully ramped shops using SMS had 3-4 different SMS opt-ins.
Apparel
From streetwear to swim trunks, athleisure, and everything in between, these are the SMS benchmarks for apparel brands.
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 0% – 1% | 7% – 14% | 0% – 2% | $0.24 – $1.38 |
| Abandoned Cart | 1% – 4% | 11% – 18% | 10% – 20% | $6.71 – $17.63 |
| Customer Win-back | 0% – 1% | 7% – 12% | 1% – 3% | $0.62 – $2.14 |
| Post Purchase Promotion | 0% – 1% | 11% – 18% | 2% – 9% | $1.22 – $5.29 |
| Welcome Series | 2% – 6% | 8% – 13% | 2% – 7% | $1.49 – $5.31 |
| Keyword Opt-in Flow | 1% – 3% | 27% – 39% | 8% – 21% | $5.38 – $15.45 |
What to Do
Set up abandoned cart & keyword: No surprise here—they’re money in the bank.
Experiment with a Loyalty Offer: With one of the higher CTR’s, this is a good indicator that with the right offer, you can likely increase conversion rate and EPM. We recommend A/B testing different creative or offers to see what resonates with shoppers.
What subscriber source performs the best?
The majority of subscribers are acquired either at checkout or via texting in a keyword.
Keyword subscribers have 30-40% higher click through rates, EPM, and conversion rates compared to checkout subscribers.
Home Goods
It takes a lot to decorate a home! From candles to beds, and beyond, all the items that go in your home or products that you use within a home belong here.
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% – 2% | 7% – 15% | 0% – 2% | $0.19 – $1.22 |
| Abandoned Cart | 2% – 7% | 11% – 18% | 9% – 18% | $5.06 – $19.87 |
| Customer Win-back | 1% – 4% | 6% – 11% | 0% – 1% | $0.21 – $0.84 |
| Post Purchase Promotion | 1% – 2% | 9% – 16% | 1% – 3% | $0.41 – $2.12 |
| Welcome Series | 4% – 10% | 8% – 14% | 2% – 7% | $1.47 – $5.91 |
| Keyword Opt-in Flow | 2% – 4% | 28% – 45% | 7% – 21% | $4.82 – $16.31 |
What to Do
Build a Welcome Series: After you’ve set up an abandoned cart series and keyword, work on a welcome series.
Fine-tune your win-back strategy: Win-backs can be highly effective for some stores, but it takes some strategizing - you’ll want to find the right timing and offer to get those older customers back in play!
Beauty/Cosmetics
Whether you’re in the business of selling lip-kits, haircare or skincare products, this is the data for you.
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% – 2% | 5% – 11% | 0% – 1% | $0.19 – $0.87 |
| Abandoned Cart | 2% – 6% | 9% – 15% | 8% – 18% | $4.1 – $12.3 |
| Customer Win-back | 1% – 3% | 5% – 11% | 1% – 2% | $0.33 – $1.51 |
| Post Purchase Promotion | 1% – 3% | 7% – 12% | 1% – 3% | $0.35 – $1.48 |
| Welcome Series | 3% – 7% | 7% – 12% | 3% – 6% | $1.07 – $4.55 |
| Keyword Opt-in Flow | 1% – 4% | 30% – 46% | 9% – 23% | $4.58 – $13.97 |
What to Do
A/B test your Abandoned Cart: The EPM for beauty and cosmetics abandoned carts is huge. Spend some extra TLC making sure yours is irresistible.
Incorporate a keyword across different channels: Keywords are solid performers for this industry. Try using keywords on Instagram, product packaging, and email marketing.
Food & Beverage
Coffee, snacks, meal prep— people need to eat and drink!
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% – 2% | 8% – 13% | 1% – 03% | $0.31 – $1.68 |
| Abandoned Cart | 2% – 6% | 11% – 18% | 11% – 20% | $6.32 – $14.61 |
| Customer Win-back | 1% – 2% | 8% – 11% | 1% – 4% | $0.74 – $2.99 |
| Post Purchase Promotion | 1% – 2% | 9% – 15% | 2% – 5% | $0.7 – $3.2 |
| Welcome Series | 4% – 9% | 8% – 15% | 2% – 8% | $1.2 – $5.38 |
| Keyword Opt-in Flow | 1% – 4% | 30% – 46% | 10% – 23% | $4.84 – $12.63 |
What to Do
Create a loyalty offer: Consumables are great business for repeat buyers. A loyalty offer or program is a solid way to incentivize folks to keep purchasing.
Health/
Wellness
With consumers concerned about their mental and physical well-being, and many shoppers thinking about self-care.
| Message Type | UNSUB Rate | CTR | Conversion Rate | EPM |
|---|---|---|---|---|
| Campaign | 1% – 2% | 6% – 12% | 0% – 1% | $0.22 – $0.93 |
| Abandoned Cart | 2% – 7% | 12% – 18% | 10% – 21% | $6.67 – $20.22 |
| Customer Win-back | 0% – 3% | 05% – 11% | 1% – 2% | $0.41 – $1.47 |
| Post Purchase Promotion | 0% – 2% | 9% – 14% | 1% – 3% | $0.71 – $2.61 |
| Welcome Series | 4% – 9% | 9% – 13% | 3% – 8% | $1.48 – $6.31 |
| Keyword Opt-in Flow | 2% – 4% | 32% – 49% | 11% – 26% | $5.92 – $18.87 |
What to Do
Design a loyalty offer: If you’re just getting started with SMS, we’d go against conventional wisdom here and advise you to build out a loyalty offer before spending a ton of time on a multi-touch welcome series. Why? Loyalty offers have the lowest unsub rate, high CTR, and are about the same in terms of conversion rate and EPM when stacked against a welcome series.
* Research Methodology
Data was taken from all Postscript stores with active accounts between June 2020 and June 2021. The aggregate statistics reported here were taken from campaigns and automation flows sent to 200 subscribers or more. In the case of automation flows, the earnings per message (EPM), conversion rates, and unsubscribe rates are defined here as revenue earned, purchase counts, and unsubscribes (respectively) per subscriber who entered the automation flow. The click-through rates are defined as the number of unique subscriber clicks (maximum one per subscriber) per message sent, for all message types. Only messages containing links are included in the reported click-through rate statistics. The"Keyword-Opt-In Flow" message type refers to the opt-in confirmation and keyword reply sent to subscribers immediately after joining a store's SMS list.
The performance data per message was first averaged for each individual store over messages sent by the store throughout the year. The store averages for each message type and performance statistic were then ordered from lowest to highest. The final ranges reported here span from the 25th percentile cutoff (the cutoff point for a given performance statistic where 25% of stores had a lower value and 75% were higher) through the 75th percentile cutoff (the cutoff point for a given statistic where 75% had a lower value and 25% were higher).