What is the average click rate for SMS marketing?

Wondering about the average click rate (CTR) for SMS marketing? While it varies a lot, many businesses see average SMS click rates between 5% and 15% on the conservative side. This of course, is highly dependent on the industry and also the offer/messaging.

Some highly targeted campaigns even hit 30% or more! But remember, “average” isn’t your story. Many things impact your specific results.

What is the Average Click Rate for SMS Marketing?

So, you’re using SMS marketing, or thinking about it. You probably know texts get opened way more often than emails. But getting eyes on your message is just step one. You want people to actually do something, right? That usually means clicking a link.

This brings us to the big question: What kind of click rate should you expect? Ever send out a campaign and wonder if your results are good, bad, or just… average? It’s a common frustration. Knowing the typical click rates helps you set realistic goals and measure your success.

Let’s explore what those numbers look like and, more importantly, how you can improve yours.

SMS Click Rates

You’ll see different CTR numbers floating around. Some sources say 5-10%, others might quote 8-12%, and some successful campaigns boast rates of 15% or even significantly higher. Highly relevant, timely offers to a segmented list can sometimes see CTRs north of 30%!

Why the big range? Because “average” depends heavily on:

Your Industry: A restaurant offering a lunch special might get higher immediate clicks than a B2B software company sharing a case study.
Your Audience: How engaged are they? Did they willingly sign up for your texts?
Your Offer: Is it exciting? Is it valuable right now?
Your Message: Is it clear? Does it create urgency? Is the link obvious?

Think about it: an average rate blends results from amazing campaigns and total flops. It mixes industries, offer types, and audience quality. So, while knowing the general range (let’s stick with 5-15% as a common benchmark) is helpful, it’s just a signpost, not the destination.

Compared to email marketing, where average CTRs often hover around 2-3%, SMS looks like a superstar. This shows the power of getting direct attention on someone’s phone.

It’s powerful.

Find Out Why Your Clicks Aren’t Adding Up (And How to Fix It)

Is your SMS click rate lower than you hoped? Or maybe you just want to push it higher? Understanding why people click (or don’t) is key.

Think about the last text offer you actually clicked – what made it different? Was it the perfect deal at the perfect time?

Several things could be holding your CTR back:

Wrong Audience: Are you blasting the same message to everyone? If the message isn’t relevant to the person receiving it, they won’t click. Segmenting your list is crucial.
Weak Message: Is your text clear and direct? Does it tell people exactly what you want them to do and why? A vague “Check out our website” is less effective than “Tap here for 20% off today only!”
Lame Offer: People need a good reason to stop what they’re doing and click your link. Is your discount deep enough? Is the information valuable? Is the product exciting?
Bad Timing: Sending a dinner special text at 9 AM probably won’t work well. Sending multiple texts in one day can also annoy people. Find the sweet spot for your audience.
Dodgy Link: Long, clunky links look messy and untrustworthy on mobile. Shortened, branded links (like bit.ly or custom shorteners) often perform better. Also, ensure the link works and goes to a mobile-friendly page!

Key Factors Impacting Your SMS Click Rate:

Relevance: Does the message matter to the recipient?

Value: Is the offer compelling enough to click?

Clarity: Is the Call to Action (CTA) clear and easy to understand?

Urgency: Is there a reason to click now?

Trust: Does the message and link seem legitimate?

Timing: Is it sent when the user is likely receptive?

Fixing these areas can make a huge difference to your click rates. Let’s explore how.

5 Easy Ways to Improve Your SMS Performance

Okay, enough about averages and problems. Let’s talk solutions! Getting more clicks isn’t rocket science, but it does take some thought. Here are simple steps you can start using right away:

Know Your Audience (Really Well):
- Don’t treat everyone the same. Group your contacts based on things like past purchases, location, interests, or how they signed up.
- Benefit: Sending targeted messages feels personal and helpful, not spammy. This directly boosts relevance and clicks. Imagine getting a text about a sale on running shoes right after you bought some – much more effective!
Write Texts That Demand Action:
- Personalize: Use merge tags to include names (Hi Sarah,). It grabs attention.
- Be Crystal Clear: What do you want them to do? Use strong action verbs: “Tap here,” “Shop now,” “Claim your spot,” “Get code.”
- Highlight the Benefit: Why should they click? “Tap here to save 30%,” “Get code for free shipping.”
- Create Urgency (When Appropriate): “Today only,” “Ends midnight,” “First 50 people.” This encourages immediate action.
- Practical Tip: Try A/B testing. Send two slightly different versions of a message to small parts of your list. See which one gets more clicks, then send the winner to everyone else.
Make Your Offer Shine:
- A weak offer won’t get clicks, no matter how well you write the text. Make it genuinely valuable.
- Think discounts, exclusive access, limited-time deals, helpful guides, event invites. A strong offer is often the biggest driver of clicks.
Perfect Your Timing and Frequency:
- When is your audience most likely to check their phone and be receptive to your offer? Lunchtime? Evenings? Weekends? Test different times.
- Don’t overdo it. Sending too many texts is a quick way to get opt-outs, not clicks. Find a frequency that provides value without being annoying.
Optimize Those Links:
- Use URL shorteners to keep links tidy and trackable.
- Make sure the page the link goes to looks great and loads fast on a phone. A slow or broken landing page kills conversions.
- Benefit: A clean link and smooth mobile experience avoids frustrating your potential customers.

Putting these tips into practice will help turn those opens into valuable clicks.

Now consider this…

Turn Clicks into Customers: Making the Most of Engagement

Getting the click is awesome, but it’s not the end goal.

What happens after someone clicks your link is just as important, maybe even more so. Your SMS CTR tells you if your message resonates, but your conversion rate tells you if your overall offer and experience work.

Think about it: If 20% of people click your link, but the landing page is confusing, slow, or doesn’t match the offer in the text, they’ll just leave. Frustrating, right?

A high click rate means nothing if the destination disappoints.

Ensure your landing page is:

Mobile-First: Most people click SMS links on their phones. The page must be easy to use on a small screen.
Consistent: The look, feel, and offer should match the text message. Don’t promise 30% off in the text and show 10% off on the page.
Clear & Focused: Make it obvious what the next step is (e.g., “Add to Cart,” “Sign Up,” “Download Now”). Remove distractions.
Fast Loading: Slow pages lose visitors. Optimize images and code.

“Focus on the entire customer journey, not just the click.”

Track what happens after the click. Are people buying? Signing up? Downloading? This tells you the real impact of your SMS campaigns.

Still Wondering About SMS? Why It’s a Smart Move

With all this talk about clicks and optimization, you might wonder if SMS marketing is still effective. Absolutely! Especially when considering the cost versus the attention you get.

Remember those near 100% open rates? That’s almost guaranteed visibility, something most other channels can only dream of. You pay a few cents to get directly in front of your customer. Compare that to the cost per click or impression on social media or search ads. SMS often provides incredible value.

Of course, you need to do it right. Sending messages legally and ethically is crucial. Are you worried about compliance? It’s important to understand the rules around consent.

Even in the business-to-business world, SMS is finding its place. Is B2B texting legal? Yes, with the proper consent and context, it can be a powerful tool for alerts, updates, and targeted communications.

Benefit: SMS helps you avoid wasting money on channels where your message gets lost. It gives you direct, immediate access to the people who matter most to your business.

Open Rates are HUGE, Clicks are where the ACTION is! SMS delivers unparalleled visibility (Open Rate). Your job is to turn that visibility into engagement (Click Rate) and results (Conversions).

Steer Clear of These Common SMS Mistakes

Want to keep your click rates healthy and your customers happy? Avoid these pitfalls:

Sending Without Permission: This is the biggest one. Always get clear consent (opt-in) before texting someone for marketing. Sending unsolicited texts (is cold SMS illegal? Yes, generally) can lead to fines and damage your brand’s reputation. Consent is non-negotiable.
Vague Call-to-Actions: “Visit our site” isn’t enough. Tell people exactly what to do and why.
Ignoring Segmentation: Blasting generic messages annoys users and tanks your CTR. Relevant messages get clicks.
Forgetting Personalization: Simple things like using a name make messages feel less robotic.
No Tracking: If you don’t track your clicks and conversions, how can you improve? Use trackable links and analyze your results.
Making Opt-Out Hard: Always include a clear way to unsubscribe (e.g., “Reply STOP”). It’s required by law and builds trust.

Avoiding these common errors saves you headaches and helps you build a more effective SMS program.

Ready for Better SMS Results? Here’s Your Plan

So, we’ve covered a lot! We know the “average” SMS click rate is a wide range (often 5-15%+), but what truly matters is your rate and how you improve it.

Your path to higher clicks involves:

Knowing your audience and sending them relevant stuff (segmentation!).
Writing clear, compelling messages with strong CTAs and valuable offers.
Paying attention to timing and not overwhelming people.
Using clean, trackable links that lead to great mobile experiences.
Testing, tracking, and tweaking. Continuous improvement is the name of the game.

Imagine knowing exactly which messages your customers love to click on. Imagine seeing those click rates climb, leading to more sales, sign-ups, or whatever your goal is. It’s totally possible with a focused approach.

If you’re looking for a reliable way to put these tips into action…

Finding the Right SMS Service

Using the right tools makes SMS marketing much easier and more effective. A good SMS platform helps you manage contacts, send messages, track results, and stay compliant.

If you’re in Australia, consider a platform like 160.com.au. We’ve been helping businesses connect with customers via SMS since 2000. Our platform is designed to be an Easy To Use Service, meaning you can get started quickly without needing technical expertise.

Features like personalized messaging tags, bulk SMS capabilities, unlimited contact groups (great for segmentation!), and SMS scheduling directly support the strategies we’ve discussed for boosting your click rates. Plus, delivery reports let you track exactly who received your messages, helping you analyze your campaigns. With our 100% Delivery Guarantee, you can trust your messages are getting through.

Using a reliable service takes the technical burden off your shoulders, letting you focus on crafting great messages and offers that get clicks.

Finally…

While chasing an “average” click rate can be tempting, your real focus should be on understanding and engaging your specific audience. Test different approaches, learn what resonates, and always provide value.

Focusing on your audience and delivering relevant, timely messages is the most reliable way to boost your SMS click rates and achieve your marketing goals.