Average SMS Marketing Opt-In Rates

Are you trying to figure out the average SMS marketing opt-in rate? If so, we’ve got some good news for you, as recently a study about the average SMS marketing opt-in rates for the following advertising channels was released; email, in-store, social media, television and your brand’s website.

In the graph below, you’ll see the average SMS marketing opt-in rates for the different advertising channels used by brands to advertise their SMS call-to-actions. The percentages displayed are the percentages of consumers that opt-in to the SMS marketing campaign, compared to the total amount of consumers that saw the SMS call-to-action. For example, if 1,000 consumers see your SMS call-to-action on television, you can expect between 1% and 2.4% of those consumers to opt-in to your SMS marketing campaign, which would be between 10 and 24 consumers.

Each advertising channel is then broken out into whether the brand used the channel for a basic placement of their SMS call-t0-action, or a premium placement of their SMS call-to-action. The best way to think about the difference between a basic and premium placement would be to think of basic as it’s being included in the advertisement, but not the main focus of the advertisement, where premium means that it’s the main focus of the advertisement.

Average SMS Marketing Opt-In Rate Statistics

Below are the figures from the average SMS marketing opt-in rate graph above.

  • Social Media: .7% – 2.9%
  • Website: .7% – 1.4%
  • Television: 1.0 – 2.4%
  • Email: 1.6% – 10.5%
  • In-Store: 2.3 – 3.2%

As you can see, many advertising channels have a significant difference in SMS marketing opt-in rates depending on whether the brand decided to implement a basic or premium placement of their SMS call-to-action.

These SMS marketing opt-in statistics are similar to what we’ve reported before here on this blog, where studies have shown that retailers can expect to have an SMS database equal to 2-10% of their email marketing database. We’ve also reported on studies that have shown that the average restaurant SMS marketing opt-in rate is 791 SMS subscribers per location.

Interested in increasing your SMS marketing opt-in rates by 520% no matter what advertising channel you’re using? Find out by clicking here.


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