What is SMS Open Rate? 

So, when people in the industry talk about “SMS open rates,” they are usually referring to the extremely high presumed readership of text messages. Given that SMS messages trigger notifications, appear on lock screens, and are generally short, the assumption is that almost all delivered messages are seen or read by the recipient.

Contrast with Email Open Rates:

• Email: Uses tracking pixels. An “open” is recorded when images load. This can be blocked by email clients or user settings.
• SMS: No tracking pixel. “Open” is largely an assumption based on device behavior (notifications, previews) and the nature of SMS.

While we can’t measure a true “open” in the email sense, the industry widely accepts that SMS messages have an exceptionally high visibility and read rate. This is one of the primary strengths of SMS as a marketing channel.

Why the Term “SMS Open Rate” Persists

Despite the technical distinction, you’ll still hear “SMS open rate” mentioned, often quoted with figures as high as 98%. This figure generally represents the percentage of messages read by recipients, not “opened” in a technically tracked manner. This high read rate is attributed to:

1. Immediate Notifications: Most people have SMS notifications enabled on their phones.
2. Message Previews: A portion of the message is often visible on the lock screen or in the notification bar.
3. Conciseness: Text messages are short and quick to scan.
4. Personal Nature: SMS is a more personal channel, leading to higher attention.

So, while the term might be a bit of a misnomer from a technical tracking standpoint, it reflects the general understanding that if an SMS is delivered, it’s highly likely to be seen.

Why SMS Engagement (Beyond Assumed “Opens”) is Critically Important

Given that we can’t precisely track SMS opens, it becomes even more crucial to focus on actual, measurable engagement metrics. Knowing a message was likely seen is good, but knowing it prompted action is what truly defines success.

Here’s why focusing on deeper engagement is vital for SMS campaigns, especially for your WooCommerce clients:

1. Measures True Interaction: Metrics like click-through rates (CTR), conversion rates, and response rates show that the recipient didn’t just see the message but actively engaged with its content. This is far more valuable than an assumed open.
2. Demonstrates ROI: Actions taken from an SMS campaign (e.g., a purchase made via a clicked link, a coupon redeemed, a reply received) directly contribute to return on investment. These are the numbers that matter to your clients.
3. Optimizes Campaigns: Analyzing which messages drive clicks, conversions, or responses helps refine future campaigns. You can test different calls-to-action, offers, or timing to see what resonates best.
4. Highlights Audience Interest: High engagement indicates that your messaging is relevant and valuable to your subscribers. Low engagement (despite high presumed readership) might signal a need to adjust content or targeting.
5. Informs List Health: While opt-out rates might seem negative, they are an important engagement metric. A sudden spike in opt-outs after a particular campaign is a clear signal that something was amiss. This feedback is crucial for maintaining a healthy, engaged subscriber list.
6. Justifies the Channel: The direct and personal nature of SMS means messages should be highly relevant. Strong engagement proves the channel is being used effectively and respectfully.

While the high “read rate” of SMS is a fantastic starting point, it’s the subsequent actions that truly count. As web creators, guiding your clients to look beyond assumed opens and focus on these tangible engagement points will lead to much more effective SMS marketing strategies. Platforms designed for comprehensive communication, which might include SMS functionalities like those in Send by Elementor, should provide analytics on these actionable metrics.

Industry Benchmarks: Understanding SMS “Read Rates” (with Caveats)

You’ll often see impressive statistics quoted for SMS. The most common is that SMS messages have a read rate as high as 98%, and that most are read within minutes of receipt.

Where do these numbers come from?

These figures are generally derived from a combination of:

• Surveys asking users about their SMS reading habits.
• The inherent nature of SMS: notifications are hard to ignore, messages are short, and previews often show most of the content.
• Logical deduction: Unlike an email inbox that might have hundreds of unread messages, most people keep their SMS inboxes relatively clear.

Important Caveats:

1. “Read Rate” vs. “Open Rate”: As discussed, this is a read rate (or seen rate), not a technically tracked open rate.
2. It’s an Average: While 98% is often cited, actual readership can vary based on factors like sender reputation, message relevance, and recipient fatigue.
3. “Read” Doesn’t Equal “Comprehended” or “Acted Upon”: Someone might glance at a message and immediately dismiss it. The high read rate is a foot in the door; the message content must do the rest.
4. Source of Statistics: Always consider the source of benchmarks. Some may be from platform providers or studies with specific methodologies.

What this means for your clients:

You can confidently tell clients that SMS is a channel with exceptionally high visibility. If a message is delivered, it’s almost certain the recipient will see it. This is a powerful advantage. However, the focus must then immediately shift to: “What do we want them to do after they see it?”

This is where crafting compelling messages and tracking more concrete engagement metrics become paramount. A tool that helps manage SMS campaigns effectively, particularly if it’s part of a broader communication suite like Send by Elementor, will emphasize tracking actions like clicks and conversions, rather than just relying on the assumed high read rate.

Factors Influencing SMS Readership and Engagement

While we assume high readership for SMS, several factors can influence whether a recipient truly engages with a message or even pays positive attention to it. Optimizing these elements is key to moving beyond a mere glance to genuine interaction.

1. Sender Recognition and Trust:
   
   • Impact: If the recipient doesn’t recognize the sender (e.g., an unknown shortcode or long number), they might ignore or even delete the message, fearing spam.
   • Optimization: Use a consistent, recognizable sender ID or shortcode. Clearly state your brand name in the message body, especially in initial texts.
2. Message Relevance and Personalization:
   
   • Impact: Generic, untargeted messages are easily ignored. Personalized content that speaks to the recipient’s interests or needs is far more likely to be read and acted upon.
   • Optimization: Leverage customer data (e.g., from your WooCommerce store or CRM) to segment your audience and personalize messages. Address recipients by name, reference past purchases, or tailor offers based on their preferences.
3. Compelling Copy and Clear Call-to-Action (CTA):
   
   • Impact: Vague or uninteresting messages won’t inspire action. A clear, concise, and compelling CTA tells the recipient exactly what to do next.
   • Optimization: Use strong verbs. Create a sense of value or urgency (where appropriate). Make the CTA unmissable. Examples: “Shop Now,” “Reply YES,” “Show this text.”
4. Timing and Frequency:
   
   • Impact: Sending messages at inappropriate times (e.g., late at night) can be annoying. Sending messages too frequently can lead to fatigue and opt-outs.
   • Optimization: Send messages during reasonable hours. Respect time zones. Determine an optimal frequency based on audience feedback and engagement metrics. Test different send times.
5. Conciseness:
   
   • Impact: SMS is a short-form channel (typically 160 characters for a standard SMS). Long, rambling messages are unlikely to be read fully.
   • Optimization: Get straight to the point. Use link shorteners if you need to direct users to a webpage.
6. Use of Multimedia (MMS):
   
   • Impact: MMS allows for images, GIFs, and short videos. This can make messages more visually appealing and engaging than plain text SMS.
   • Optimization: Use MMS strategically for product showcases, visual promotions, or when an image can convey information more effectively than text. Be mindful of potential increased costs and file size limitations.
7. Offer or Value Proposition:
   
   • Impact: What’s in it for the recipient? If the message doesn’t offer clear value (a discount, useful information, exclusive access), it’s less likely to drive engagement.
   • Optimization: Ensure every marketing SMS provides a clear benefit to the recipient.
8. Previous Experience with the Sender:
   
   • Impact: If past messages from the brand were valuable and relevant, recipients are more likely to engage with future ones. If past messages were spammy, they’ll be ignored or lead to an opt-out.
   • Optimization: Consistently provide value and respect communication preferences.

By focusing on these factors, businesses can significantly improve not just the likelihood of their SMS messages being seen, but more importantly, being positively received and acted upon. Utilizing a communication platform that allows for easy segmentation, personalization, and scheduling, like a WordPress-integrated solution, can greatly assist in optimizing these elements.

How to Improve SMS Engagement (Driving Action Beyond the “Open”)

Since the “open” in SMS is largely a given, the real goal is to boost meaningful engagement: clicks, replies, conversions, and positive brand interaction. Here are actionable strategies web creators can recommend to their clients:

1. Craft Clear, Concise, and Compelling Messages:
   
   • Get straight to the point. Every character counts.
   • Use simple, easy-to-understand language.
   • Highlight the key benefit or offer upfront.
   • Example: “Sale Ends Tonight! Use CODE25 for 25% off all orders. Shop: [link]”
2. Personalize Your SMS Campaigns:
   
   • Use the recipient’s name.
   • Reference past purchases or expressed interests.
   • Tailor offers based on customer segments.
   • Example: “Hi [Name], as a VIP, get early access to our new collection! Shop: [link]”
   • A platform that integrates with your e-commerce data (e.g., Send by Elementor with WooCommerce) makes this level of personalization much easier to implement.
3. Create a Sense of Urgency (When Appropriate and Authentic):
   
   • Limited-time offers, flash sales, or low stock alerts can encourage immediate action.
   • Example: “Only 3 left! Your favorite [Product] is back in stock but selling fast. Grab yours: [link]”
   • Use this tactic sparingly to maintain credibility.
4. Include a Strong and Clear Call-to-Action (CTA):
   
   • Tell recipients exactly what you want them to do.
   • Use action-oriented verbs: “Shop,” “Tap,” “Reply,” “Visit,” “Show.”
   • Make the CTA stand out.
   • Example: “Reply YES to confirm your spot.” or “Tap to save 20%: [link]”
5. Optimize Landing Pages for Mobile:
   
   • If your SMS includes a link, ensure the destination landing page is mobile-friendly, loads quickly, and provides a seamless user experience.
   • A poor mobile landing page experience will kill conversions, no matter how good the SMS.
6. A/B Test Your SMS Campaigns:
   
   • Experiment with different elements to see what resonates best with your audience:
     • Message copy (e.g., different offers, tones)
     • Calls-to-action (e.g., “Shop Now” vs. “Save Today”)
     • Send times
     • Use of emojis (sparingly and appropriately)
     • Sender ID (if options exist)
   • Track results (CTR, conversions) to identify winners.
7. Segment Your Audience for Maximum Relevance:
   
   • Don’t send the same message to everyone. Group your subscribers based on demographics, purchase history, engagement level, or preferences.
   • Send targeted messages that are highly relevant to each segment. This significantly boosts engagement.
8. Mindful Timing and Frequency:
   
   • Send messages when your audience is most likely to be receptive (e.g., not too early, not too late).
   • Avoid bombarding subscribers with too many messages. This leads to opt-outs. Find the “sweet spot.”
9. Offer Exclusive SMS-Only Deals:
   
   • Make your SMS subscribers feel special by providing offers they can’t get through other channels.
   • Example: “SMS Exclusive! Show this text for a free gift with any purchase today.”
10. Encourage Two-Way Communication (If Applicable):
    
    • For customer service, appointment confirmations, or feedback, make it clear that recipients can reply to the message.
    • Example: “Questions about your order? Just reply to this message!”

By implementing these strategies, businesses can transform the high visibility of SMS into tangible results, driving real engagement and achieving their marketing objectives.

The Role of Your SMS Marketing Platform

The SMS marketing platform your client uses is instrumental in not only sending messages but also in managing campaigns effectively, ensuring compliance, and tracking meaningful engagement. Even though a direct “SMS open rate” isn’t technically feasible, a good platform provides the tools to maximize readership and, more importantly, action.

Consider what a robust platform, perhaps an integrated toolkit like Send by Elementor (if its SMS capabilities are well-developed), should offer:

1. Reliable Deliverability:
   
   • The platform should have strong relationships with carriers and employ best practices to ensure high message delivery rates. This is the foundation—messages must reach recipients to be seen.
2. Segmentation Tools:
   
   • Ability to segment your audience based on various criteria (demographics, purchase history from WooCommerce, engagement, custom fields). This allows for highly targeted and relevant messaging, which boosts engagement.
   • Example: Using Send by Elementor to pull customer data from a WooCommerce store allows for creating segments like “VIP customers” or “customers who bought product X” for tailored SMS offers.
3. Personalization Features:
   
   • Tools to easily insert dynamic content like names or other custom fields into messages. Personalized messages feel more relevant and are more likely to be acted upon.
4. Automation Capabilities:
   
   • Ability to set up automated SMS flows (e.g., welcome messages, appointment reminders, abandoned cart texts if integrated with e-commerce). Automation ensures timely and consistent communication.
5. A/B Testing Functionality:
   
   • Features to test different message versions (copy, CTAs, send times) to optimize performance. This helps identify what truly drives engagement for a specific audience.
6. Comprehensive Analytics and Reporting:
   
   • Crucially, the platform must track meaningful metrics: Delivery rates, click-through rates (for links), conversion tracking (if properly set up with attribution), opt-out rates, and response rates (for two-way messaging).
   • While it won’t show an “open rate,” it provides the data needed to understand true engagement and ROI. For example, analytics within Send by Elementor should clearly display how many clicks an SMS campaign generated, which is a tangible measure of interaction.
7. Compliance Management:
   
   • Automatic handling of opt-out keywords (STOP, UNSUBSCRIBE).
   • Management of suppression lists.
   • Tools or guidance for including necessary compliance language.
8. User-Friendly Interface:
   
   • An intuitive interface for creating campaigns, managing lists, and viewing reports makes the platform accessible and efficient to use.
9. Integration Capabilities:
   
   • For web creators using WordPress/WooCommerce, a platform that integrates seamlessly with this ecosystem is highly beneficial. This allows for leveraging rich customer data from the e-commerce store directly in SMS campaigns for better targeting and personalization.

While the allure of a simple “open rate” is understandable, a sophisticated SMS platform shifts the focus to what really matters: delivering relevant messages effectively and tracking the actions that drive business results.

Conclusion: Focusing on Action in SMS Marketing

While the term “SMS open rate” is commonly used, it’s more accurately a reflection of the channel’s incredibly high read rate—a powerful advantage indicating that your messages are almost certainly seen. Since a technical “open” isn’t tracked like in email, the true measure of SMS success lies in the actions recipients take after seeing the message.

As web creators guiding clients, the conversation should quickly move from assumed opens to tangible engagement metrics like click-through rates, conversion rates, and response rates. By focusing on crafting relevant, valuable, and actionable SMS content—supported by a capable marketing platform like Send by Elementor that provides robust analytics and tools for personalization and segmentation—businesses can harness the full potential of SMS. It’s about leveraging that near-guaranteed visibility to spark genuine interaction and drive meaningful results for your clients’ WooCommerce stores and other ventures.