This report analyzes performance data from more than 10 billion text messages sent in 2025 to 28 million subscribers across eight industries, generating billions of audience interactions.

As AI increasingly reshapes search discovery, filters email inboxes, and alters social media distribution, organizations are reassessing how they reach and activate their owned audiences. This report provides a data-driven look at how SMS marketing performs as a direct communication channel in that evolving landscape.

Methodology at a Glance

• Sample frame: 10 billion messages delivered to 28 million subscribers across eight industries (Events, Podcasts, Sports, Music, Media, Advertisers, Government, and Politics).
• Date range: Aggregated campaign data from 2025; report published March 2026.
• How metrics are calculated: Engagement Rate = total clicks + replies ÷ total messages delivered. Click-Through Rate = total link clicks ÷ total messages delivered.
  

Top 5 Quick Findings

• SMS open rates average 98%, with 95% of messages opened within three minutes, far faster than email or social.
• CTR tops 20% in five of eight industries and exceeds 40% in Events, compared with roughly 2% average email CTR.
• Engagement (clicks plus replies) approaches 60% in Events and Podcasts, the two strongest verticals in the dataset.
• SMS generates 10–30x the click activity of typical email campaigns across most industries measured.
• Subscriber churn stays below 1%, showing that consistent texting doesn't erode list health when messages stay relevant.
  

What are the Key Benchmarks for SMS Marketing in 2026?

Benchmarks vary by industry, but in general you should expect significantly higher open rates for SMS than other channels and stronger short-term CTRs for time-sensitive messages. Use short, targeted copy to maximize clicks and test sequencing to convert one-off opens into multi-step engagement. For planning, align frequency with subscriber expectations and measure outcomes by conversions, not just opens.

Across all industries analyzed, Subtext SMS campaigns maintain:

• 98% open rate
• 95% of messages opened within three minutes
• Less than 1% subscriber churn

The SMS benchmarks below focus on two performance metrics:

• Click-Through Rate (CTR)
• Engagement Rate (Clicks + Replies)
  

For a deeper breakdown of SMS performance indicators, see SMS metrics that matter for messaging campaigns.

Executive Summary

Subtext’s analysis of 2025 campaign data reveals a consistent pattern: SMS drives higher audience action than other digital communication channels.

Across industries, click-through rates exceed 20% in five of eight sectors and surpass 40% in Events, while engagement rates approach 60% in some cases.

This performance stands in contrast to typical benchmarks across other channels. Email campaigns frequently achieve strong open rates but relatively modest click-through behavior, while social media engagement remains constrained by algorithm-driven feeds and platform competition.

At the same time, AI is reshaping how audiences discover and consume information. Search engines increasingly surface answers directly within results pages, inbox providers filter and summarize promotional emails, and social platforms limit organic reach through algorithmic ranking.

In this environment, owned communication channels are becoming increasingly important. SMS provides direct access to opted-in audiences, delivering immediate visibility and measurable engagement.

Cross-Channel Engagement Comparison

Across industries analyzed, SMS marketing consistently generates higher engagement than typical email and social media benchmarks.

2026 SMS Industry Benchmarks

Based on aggregated 2025 campaign data

Plan differentiated cadence and calls to action for lower-engagement verticals like Government and Politics rather than applying one send strategy across all eight. 

SMS vs Email CTR by Industry

Email marketing often produces strong open rates, but click-through performance remains significantly lower.

Plan to shift incremental acquisition spend toward SMS list growth in verticals where email CTR has plateaued, rather than continuing to fund email as the primary channel.

In several industries, particularly Events, Sports, and Music, SMS campaigns generate more than 20x the click activity of typical email campaigns.

For a deeper comparison of performance and cost efficiency, see SMS vs Email: Which Has a Better ROI.

Industry Analysis

Media

Media campaigns averaged a 21.32% CTR and 24.47% Engagement Rate.

As AI-generated search results increasingly surface answers directly within search platforms, publishers face growing pressure to strengthen owned distribution channels. Social media engagement remains subject to feed algorithms, and email newsletters average ~34.24% open rates but only ~2.82% CTR.

SMS provides predictable distribution and high-intent traffic independent of search and social algorithms.

Expect SMS to convert at roughly 7–8x the rate of a typical newsletter CTR. Plan to use SMS for time-sensitive breaking news alerts where speed matters most.  

Music

Music campaigns generated a 33.64% CTR and 42.57% Engagement Rate.

Social engagement benchmarks typically remain below 3–4%, while email campaigns average ~45.93% open rates but only ~1.70% CTR.

SMS enables artists and labels to communicate directly with opted-in fans for tour announcements, merchandise releases, and exclusive content, producing click rates that are often 15–20x higher than typical email campaigns.

Plan tour and merch drops around SMS as the primary conversion channel for fan-facing announcements, reserving email for longer-form content like liner notes or tour recaps. 

Events

Events demonstrated the highest performance across all industries with a 40.64% CTR and 59.39% Engagement Rate.

Event marketing often depends on urgency and timely communication. Email campaigns average ~46% open rates and ~1.28% CTR. That means SMS event campaigns can generate 30x more click activity than typical email campaigns, making it one of the most effective channels for ticket releases, reminders, and real-time event updates. As email inboxes become increasingly automated and promotional filtering becomes more sophisticated, SMS provides reliable delivery and rapid subscriber response.

Plan urgent, time-boxed messaging for ticket releases and last-minute reminders, since this vertical shows the widest performance gap over email of any industry measured. 

Sports

Sports organizations recorded a 37.40% CTR and 49.10% Engagement Rate.

Email campaigns often achieve strong open rates (~47.69%), but click-through rates remain low at ~1.27%. For time-sensitive content such as lineup changes, trade news, and ticket releases, SMS provides immediate delivery and consistently drives far higher engagement.

Plan same-day sends triggered by news events, rather than pre-scheduled campaigns, to capture peak attention while it's still relevant.

Podcasts

Podcast campaigns averaged a 29.44% CTR and 56.01% Engagement Rate.

Podcast newsletters average ~42.97% open rates and ~4.10% CTR, while social engagement across platforms typically remains below 3%.

As AI increasingly influences search discovery and content surfacing, podcast creators benefit from building owned distribution channels. SMS facilitates direct episode announcements and audience interaction without intermediary algorithms. Engagement rates reflect strong subscriber responsiveness.

Plan episode-drop alerts as a core, recurring use case for SMS, since this vertical leads on replies as well as clicks, meaning subscribers talk back. 

Government

Government campaigns achieved a 12.80% CTR and 14.16% Engagement Rate.

Public sector email campaigns average ~48.52% open rates and ~3.05% CTR, while social engagement ranges between 1.5% and 3.5% depending on platform.

For public institutions, clarity and immediacy are critical. SMS ensures important updates and emergency communications are delivered and opened rapidly. Engagement levels exceed typical email click benchmarks in public sector communications.

Expect SMS to outperform email CTR by roughly 4x for public communications. Plan to reserve SMS for time-critical or emergency updates where delivery speed matters most. 

Advertisers

Advertiser campaigns recorded a 14.18% CTR and 20.37% Engagement Rate.

Social engagement rates typically range from 0.7% to 3.7%, while email CTR averages ~1.30%. SMS marketing provides a more direct, high-visibility channel for promotional communication.

As digital advertising performance fluctuates due to platform algorithm changes and increasing competition, SMS offers brands a high-visibility alternative that consistently produces stronger engagement and conversion potential.

Expect CTR gains over social platforms of roughly 4–20x depending on channel. Plan promotional sends around a clear call to action rather than passive awareness content.

Politics

Political campaigns generated a 1.62% CTR and 4.46% Engagement Rate.

Political email campaigns typically achieve ~47.19% open rates but ~0.83% CTR.

In high-volume election cycles, direct communication channels provide greater distribution control. SMS enables campaigns to reach opted-in supporters without dependence on social media algorithm exposure or inbox filtering mechanisms.

Expect lower relative engagement than other verticals, though still ahead of email. Plan SMS for high-volume voter contact during compressed election timelines rather than routine updates. 

FAQ

How should I use these benchmarks?

Compare your own campaign metrics to the benchmarks for your industry, then adjust message frequency and length accordingly rather than copying another vertical's playbook wholesale.

Do these benchmarks apply to every audience?

No. Treat industry benchmarks as directional and validate against your own cohort data, since list size, subscriber tenure, and message cadence all affect results.

Conclusion

The 2026 data reflects a broader shift in how organizations distribute and activate digital audiences.

• Search platforms are increasingly AI-generated.
• Email inboxes are increasingly filtered and summarized.
• Social media reach remains algorithm-dependent.

In contrast, Subtext SMS campaigns delivers:

• 98% open rates
• 95% of messages opened within three minutes
• Consistent, double-digit click-through rates across industries
• Measurable two-way engagement
• Direct, permission-based audience access

As organizations rethink distribution in an AI-mediated digital environment, SMS continues to demonstrate consistent, measurable engagement at scale. For organizations exploring how to implement messaging programs, this guide explains how to get started with SMS marketing. 

To see how publishers, creators, and brands are applying SMS in practice, explore Subtext customer stories.