At Subtext, we’re always looking for ways to celebrate the successes of our partners and showcase the power of SMS engagement. Subtext’s 2025 Benchmark Report reflects that, offering a transparent look at the real impact of Subtext’s messaging platform that connects users with over 16 million subscribers. Whether you’re a publisher, brand, or content creator, understanding how SMS performs can help you refine your strategy and reach audiences more effectively.
This report highlights key performance metrics across six industries — Media, Music, Sports, Events, Government, and Advertising — based on 2024 data from Subtext campaigns. Across all industries, Subtext boasts a 98% open rate. So in this report, we're focusing on how subscribers are engaging with the billions of texts sent by Subtext users every year. The numbers demonstrate why Subtext is a powerful tool for fostering direct and meaningful connections.
Subtext’s SMS campaigns in Media & Entertainment average a 21.32% Click-Through Rate (CTR), making it one of the most effective ways to activate audiences. Email campaigns in this industry, while widely used, only achieve a 4.37% CTR, and social engagement rates peak at 4.2% on Instagram. While email’s open rate suggests that messages are being seen, the much lower CTR reveals that few recipients take action. Social media algorithms further complicate things, limiting organic reach and making engagement unpredictable. By contrast, Subtext provides a direct, high-intent channel for content distribution and audience interaction. Check out how Cleveland.com is using SMS to engage audiences, reaching 31% in audience engagement.
For artists, labels, and music industry leaders, Subtext delivers a 33.64% CTR, demonstrating the immense power of SMS for engaging superfans. Compared to email, where CTR lags at 2.54%, and Instagram feed ads, which peak at 0.88%, the difference is staggering. Music fans crave exclusive updates, behind-the-scenes content, and direct access to their favorite artists. With a 42.57% engagement rate, Subtext enables meaningful two-way conversations that outperform the passive nature of email and social media interactions. Learn more about how artists use Subtext to engage fans.
Subtext dominates in sports with a 37.4% average CTR, far exceeding email’s 2.88% CTR and Instagram’s 1.57% engagement rate. Sports fans demand real-time updates, and SMS delivers with an immediacy that social media algorithms can’t match. While email campaigns may be opened, the low CTR suggests that they don’t drive meaningful action. On social media, sports teams and leagues compete with ever-changing feeds and declining organic reach. By contrast, Subtext provides a direct, high-engagement channel where fans not only receive updates but actively participate in conversations, as reflected in an average 49.1% engagement rate. Check out how teams, leagues, and more are using Subtext.
SMS delivers an unparalleled 40.64% CTR for event marketing, demonstrating its effectiveness for driving ticket sales, attendance, and attendee engagement. Email struggles in comparison, with a 2.31% CTR, and social media’s declining organic reach makes it unreliable for critical event communications. While platforms like Instagram and Facebook can help generate awareness, their engagement rates don’t come close to Subtext’s direct impact. With a 59.39% average engagement rate, SMS enables event organizers to foster real-time interactions with their audience, making it the most effective tool for building excitement and driving action. Learn how Morning Brew utilized Subtext for their in-person Marketing Brew Summit.
Even in traditionally slower-moving verticals like government, Subtext drives impactful results. With a 12.80% CTR, our government partners are seeing far greater action from their audiences than they do with email, which averages just a 2.8% CTR. Subtext cuts through the noise to help public institutions deliver important updates and emergency communications that citizens will see—and click. The 14.16% engagement rate further shows how Subtext enables more responsiveness and conversation from the public, which is essential for building trust and transparency.
For advertisers aiming to drive conversions and engagement, Subtext offers standout performance with a 14.18% CTR and a 20.38% engagement rate. Email marketing in this space sees significantly lower interaction, with an average 1.8% CTR. In a world where digital ads often get scrolled past or ignored, SMS offers a more personal and attention-grabbing experience. Subtext provides advertisers with a direct line to their audiences—and one that leads to clicks and replies, not just impressions.
The data makes it clear: Subtext’s SMS platform consistently outperforms social media and email in driving meaningful engagement across industries. While email and social media remain part of a broader marketing strategy, Subtext's SMS engagement rates demonstrate that audiences respond more actively to text messaging.
Every Subtext user has a different goal based on their needs. For example, some are focused on growing their owned audience numbers, some are looking to engage one-on-one with their fans, and others are looking to drive revenue. When you partner with Subtext, you don't just gain access to a platform that turns passive audiences into active participants. You gain access to a team of SMS experts here to make sure you reach your ultimate goal. Whether you’re in media, music, sports, or events, Subtext helps you create deeper connections and achieve tangible results — and we have the numbers to back it up.
Ready to elevate your engagement? Subtext is here to help you turn your audience into an active community.