SMS marketing statistics and benchmarks you need to know (2026)
If SMS marketing isn’t already part of your channel mix, it might be time to change that. SMS — which stands for short messaging service — has shown some seriously impressive engagement numbers when used for marketing. In fact, our 2026 Global benchmark report found that SMS consistently outperforms email in terms of engagement.
And because SMS is all about saying more with less (you’ve only got 160 characters to work with, after all), we’ll keep this short and to the point.
Here are some of the standout SMS marketing stats that show why so many marketers are making room for SMS marketing in their channel strategy.
SMS marketing growth statistics
Our 2026 Global benchmark report found that SMS sends have increased by 57.2% year-on-year for Dotdigital customers.
That’s a huge jump, especially for a channel that has been around for decades. Rather than being replaced by newer marketing channels, SMS is becoming a bigger part of the marketing mix.
Email inboxes can be very crowded, and changes to the inbox placement algorithms can also impact whether your messages get seen. Mobile marketing channels avoid this altogether and are a solid channel when you have a short, but important update or alert you want to get in front of your customers quickly.
SMS is great for time-sensitive marketing messages, such as flash sale alerts or back-in-stock notifications, and transactional updates like order and delivery status.
SMS marketing success statistics
The channel is growing due to the ease of setup and healthy engagement brands are seeing.
Mobile marketing channels are getting great results, as it’s a device people are already spending time on; most adults spend around 5 hours a day on their mobile phone.
Consumers are comfortable hearing from brands via SMS message, and 13% of consumers say SMS is one of their favorite channels to interact with brands.
Once subscribed, customers are highly likely to engage too. SMS click-through rates (CTR) are 7x higher than email.
SMS engagement benchmarks
What is a good SMS unsubscribe rate?
SMS can feel more personal than email, which is exactly why marketers need to use it carefully. The best-performing brands treat SMS as a high-value channel, reserving it for genuinely useful updates, timely offers, and important customer communications.
SMS campaigns are great for campaigns that are time sensitive and genuinely relevant for the recipient, things like: sales alerts, event information, fundraising updates, and appointment reminders.
Get the frequency, timing, and relevance right, and subscribers tend to stick around. For SMS marketing, an unsubscribe rate under 1% is considered good, and Dotdigital customers are seeing an average SMS unsubscribe rate of just 0.4%.
Mobile commerce and SMS marketing trends
- 57.5% of Cyber Monday 2025 online sales came via mobile devices
- Mobile sales increased by 8% year-on-year
- Consumer behaviour continues to shift towards mobile-first shopping
As shopping behaviour continues to shift to mobile devices, the marketing channels that naturally fit that journey become increasingly important. SMS meets customers where they’re already browsing, researching, and buying, making it a natural fit for ecommerce brands – especially on busy sales holidays like Black Friday, where inboxes are busier than usual.
Why SMS is a low-effort, high-impact channel
One of the reasons SMS adoption is growing is that it’s a great channel for a busy marketer to activate. You don’t need any design or imagery, and your copy should be succinct.
With Dotdigital, if you’ve already created an email campaign, WinstonAI can convert it into an SMS campaign for you, reducing character counts and adapting the message for the channel automatically.
Why SMS marketing works as a two-way channel
Unlike many marketing channels, SMS doesn’t have to be a one-way broadcast. Customers can reply directly, ask questions, provide feedback, or continue the conversation.
This keeps the marketing usage of the channel similar to how your audience will naturally use the channel to talk to family and friends.
With Dotdigital, we’ve made replying to messages as easy to manage as possible.
You can see:
- The SMS campaign that a customer is replying to
- The customer’s details
- Send quick replies based on your own pre-saved responses
Why SMS marketing deserves a spot in your strategy
These numbers prove that SMS is a great channel for marketers. Consumers are spending more time on mobile devices and are open to SMS as a marketing channel. Brands already using the channel are seeing strong results and sending more SMS campaigns as a result.
For marketers looking to connect with customers more directly, save time on campaign creation, and get meaningful engagement, SMS is the perfect solution.
Want more SMS marketing benchmarks and guidance?
Check out our SMS cheatsheet to learn when to use SMS, how to navigate compliance rules, and best practice advice to get the most from the channel.
