How accurate is the 98% open rate?
Last Updated: August 2019
The statistic of a 98% open rate gets thrown around a lot in the SMS industry, but have you ever wondered how this came to be? SMS messages essentially have a guaranteed read rate, because you can’t delete a message without looking at it.
Most messages get delivered as a push notification, or are so short that you digest it in one glance - whether you want to or not. The real measure of SMS effectiveness is based on content engagement.
How do we measure this?
- Clicks on a URL in the message
- Replies to the message
- Opt-out %
- Redemptions of a unique offer in the message
- Calls to a unique number in the message
By looking at these elements, we can gauge how well an SMS campaign is doing. This can be applied to a reminder process as well. Click here to see how Kobe Jones applied this measurement process.
