Comprehensive data compiled from extensive research on SMS marketing performance, loyalty program effectiveness, and customer retention for ecommerce brands
Key Takeaways
- SMS open rates dominate email - Text messages achieve a 98% open rate compared to email's 20%, with 97% of messages read within 15 minutes, making SMS the highest-visibility channel for loyalty communications
- Purchase likelihood increases dramatically - Consumers subscribed to SMS are 79% more likely to make a purchase, representing a 21% increase from 2024, demonstrating accelerating channel effectiveness
- ROI outperforms other marketing channels - Ecommerce marketers generate approximately $71 for every dollar spent on SMS marketing, with some brands achieving 21-41x returns on SMS campaigns
- Customer lifetime value multiplies - SMS subscribers demonstrate 3X higher customer lifetime value than other channel subscribers, with median LTV reaching $105.40 per subscriber
- Loyalty program members spend significantly more - Members enrolled in loyalty programs spend 38% more per visit than non-members, with 81% purchasing more frequently across all categories
- Retention rates remain exceptionally high - SMS subscriber retention rates average 88.86% after 30 days, with opt-out rates ranging only 0-1.5%, indicating strong subscriber commitment
- Consumer opt-in rates continue climbing - 86% of consumers now opt in for business texts, a 20% increase since 2021, reflecting growing acceptance of SMS as a preferred communication channel
SMS Open Rates and Response Performance
1. SMS messages achieve a 98% open rate compared to email's 20%
Text messages deliver near-universal visibility with a 98% open rate, far surpassing email marketing's average 20% open rate. This 78-percentage-point advantage makes SMS the most effective channel for time-sensitive loyalty communications, point balance updates, and reward notifications. Shopify Plus brands integrating loyalty programs with SMS platforms like Klaviyo and Postscript maximize this visibility advantage for member engagement.
This massive gap in open rates isn't just a minor improvement—it fundamentally changes how brands should think about customer communication. When you send an email, you're hoping it gets opened. When you send an SMS, you can practically guarantee it will be read. For loyalty programs, this means your point balance updates, tier achievements, and reward expiration reminders actually reach your customers instead of disappearing into overcrowded inboxes. Source: Tabular Email SMS Marketing Stats
2. 97% of text messages are read within 15 minutes of delivery
The immediacy of SMS creates unmatched engagement windows, with 97% of messages read within 15 minutes of delivery. This rapid consumption rate enables brands to drive immediate action on flash sales, expiring rewards, and limited-time loyalty offers. For comparison, email campaigns typically see peak engagement spread across 24-48 hours, reducing urgency effectiveness.
The 15-minute window changes the entire dynamic of promotional timing. If you're running a 4-hour flash sale for VIP loyalty members, SMS ensures they actually see the notification while there's still time to act. This immediacy is why brands using Rivo for customer retention strategies pair SMS with loyalty triggers—the speed advantage turns loyalty moments into immediate revenue opportunities. Source: Attentive Texting Statistics
3. SMS campaigns achieve a 45% average response rate
The average response rate for SMS campaigns reaches 45%, dramatically outperforming email's typical 6% response rate. This 7.5x improvement in response performance translates directly to higher redemption rates on loyalty rewards, increased referral program participation, and more effective win-back campaigns for lapsed customers.Z
Nearly half of recipients responding to your messages means SMS stops being a broadcast channel and becomes an actual conversation. For loyalty programs, this engagement level makes SMS perfect for two-way interactions—asking VIP members which rewards they want, letting customers check their point balance via text reply, or enabling quick referral sharing through simple text responses. Source: Notifyre SMS Marketing Statistics
4. SMS click-through rates reach 18% versus email's 2.5%
Click-through rates for SMS campaigns average 18%, significantly exceeding email's 2.5% average. This 7x improvement in click performance makes SMS particularly effective for driving traffic to loyalty landing pages, referral portals, and VIP tier upgrade opportunities where immediate action generates measurable revenue impact.
The click-through advantage means SMS is exceptionally efficient at moving customers from notification to action. When you want loyalty members to claim their birthday reward, upgrade to the next VIP tier, or refer a friend through your referral program, SMS gets them clicking through to your site at rates email simply can't match. According to Federal Communications Commission data on mobile messaging engagement, SMS maintains higher interaction rates across all demographics compared to other digital channels. Source: Tabular Email SMS Marketing Stats
Purchase Behavior and Conversion Impact
5. 79% of consumers are more likely to purchase when subscribed to SMS
Consumer purchase likelihood increases by 79% when subscribed to brand SMS communications, representing a 21% improvement from 2024 metrics. This accelerating trend indicates SMS is becoming increasingly central to purchase decisions, particularly for loyalty program members receiving personalized offers and early access notifications.
This isn't just correlation—it's causation. When customers opt into SMS, they're signaling high intent and willingness to engage deeply with your brand. The 21% year-over-year increase suggests consumers are becoming more comfortable making purchase decisions directly from text messages, which means brands with mature SMS strategies gain compounding advantages. Pew Research Center data on consumer technology adoption confirms that mobile-first commerce behaviors are accelerating across all age demographics. Source: PR Newswire
6. 72% of consumers have made a purchase after receiving a brand text
Nearly three-quarters of consumers report completing purchases directly influenced by brand text messages. This conversion rate demonstrates SMS effectiveness throughout the customer journey, from initial acquisition through repeat purchases driven by loyalty rewards and member-exclusive promotions.
What makes this statistic compelling is that it represents actual completed purchases, not just intent or consideration. For brands using Rivo's loyalty program infrastructure, this conversion rate validates the strategy of sending SMS notifications for earned rewards, point milestones, and VIP tier benefits—these messages directly translate to checkout completions. Source: Klaviyo SMS Stats
7. 86% of SMS subscribers made 2+ purchases in the past year
The majority of SMS subscribers demonstrate repeat purchase behavior, with 86% completing two or more purchases in the past year—a substantial increase from 55% in 2022. This 31-percentage-point improvement reflects growing consumer comfort with SMS-driven commerce and highlights the channel's effectiveness for customer retention strategies.
The jump from 55% to 86% in just three years represents a fundamental shift in how consumers interact with brands via text. SMS subscribers aren't one-time buyers testing the waters—they're repeat customers building ongoing relationships. This repeat behavior is exactly what loyalty programs aim to generate, which is why SMS and loyalty integration creates such powerful synergies. Source: Tabular Email SMS Marketing Stats
8. 65% of SMS purchasers bought earlier than planned due to promotional texts
Two-thirds of consumers who made SMS-driven purchases report buying earlier than intended because of promotional text messages. This purchase acceleration effect makes SMS particularly valuable for inventory management, seasonal campaigns, and loyalty point expiration reminders that drive immediate redemption.
Purchase acceleration is different from purchase creation—these customers were already planning to buy, but SMS moved the transaction forward in time. For ecommerce brands, this time compression improves cash flow, helps clear seasonal inventory, and increases the efficiency of loyalty point systems by prompting redemption before points expire or lose motivational value. Source: Tabular Email SMS Marketing Stats
9. 49% of consumers increased purchase frequency in response to texts
Nearly half of consumers report increasing their purchase frequency specifically because of brand text messages. This frequency lift compounds over time, contributing to higher customer lifetime value and improved repeat purchase rates for brands executing strategic SMS loyalty programs.
Increased frequency is the holy grail of retention marketing because it impacts lifetime value multiplicatively rather than additively. A customer who buys quarterly becoming a monthly buyer doesn't just add one purchase—they potentially triple their annual transaction count. Harvard Business Review research on retention economics shows that even small frequency improvements generate outsized impacts on profitability when sustained over multiple years. Source: EZ Texting
Revenue and ROI Metrics
10. Ecommerce marketers generate $71 for every $1 spent on SMS
Average ecommerce SMS marketing ROI reaches $71 per dollar invested, significantly outperforming most digital marketing channels. This exceptional return makes SMS a priority investment for Shopify Plus brands seeking to maximize marketing efficiency while building direct customer relationships through loyalty program communications.
A 71:1 return ratio puts SMS in rare company among marketing channels. For context, paid social advertising typically delivers 2-4:1 returns, email marketing generates 36-40:1, and SMS doubles even email's impressive performance. This ROI advantage stems from SMS's combination of high open rates, strong click-through performance, and direct conversion impact—all compressed into a low-cost channel. Source: Tabular Email SMS Marketing Stats
11. 53% of marketers rank SMS among their top three revenue channels
More than half of surveyed marketers identify SMS as one of their top three revenue-driving channels, reflecting the channel's transition from experimental tactic to core revenue strategy. Brands integrating SMS with loyalty programs report compounding benefits as member engagement and purchase frequency increase simultaneously.
The elevation to "top three" status signals maturity in how brands allocate resources and attention. When marketers rank SMS alongside established channels like email and paid search, they're committing budget, headcount, and strategic focus to SMS initiatives. For Shopify brands using Rivo, this strategic commitment typically manifests as SMS-triggered loyalty communications that automate member engagement without requiring constant manual campaign creation. Source: Tabular Email SMS Marketing Stats
12. SMS delivers 21-41x ROI per dollar spent
ROI ranges for SMS marketing span 21-41x returns depending on implementation sophistication and audience segmentation quality. Brands achieving the upper range typically leverage advanced segmentation based on loyalty tier, purchase history, and engagement signals—capabilities enabled through integrations between retention platforms and SMS providers like Postscript.
The 2x variance between floor and ceiling performance (21x versus 41x) reveals that execution quality dramatically impacts results. Brands sending generic blast messages to undifferentiated audiences cluster toward the lower end. Brands sending personalized messages triggered by loyalty behaviors—VIP tier achievement, point balance thresholds, dormancy risk—consistently reach the upper range. McKinsey research on customer experience personalization confirms that segmentation sophistication explains most performance variance in retention marketing. Source: Tabular Email SMS Marketing Stats
13. Global SMS marketing spending reaches $327 billion annually
Worldwide business investment in SMS marketing amounts to $327 billion annually, reflecting enterprise-scale commitment to the channel across industries. Ecommerce brands represent a significant portion of this spending, with DTC brands particularly aggressive in SMS adoption for loyalty program communications and retention campaigns.
The sheer scale of this investment—$327 billion—demonstrates that SMS has moved well beyond early adopter status into mainstream infrastructure. This spending level supports continued innovation in SMS platforms, better integration capabilities with ecommerce systems like Shopify, and increasingly sophisticated automation tools that make SMS accessible even for smaller brands with limited marketing teams. Source: Notifyre SMS Marketing Statistics
Customer Retention and Lifetime Value
14. 79% of marketers use SMS as a retention channel
Nearly four in five marketers deploy SMS specifically for customer retention, recognizing the channel's effectiveness for maintaining relationships with existing customers. This retention focus aligns with the economic reality that acquiring new customers costs 5-7x more than retaining existing ones, making SMS-powered loyalty programs essential infrastructure for sustainable growth.
The strategic shift toward retention-focused SMS usage reflects growing sophistication in how brands think about customer economics. Rather than using SMS purely for promotional blasts or cart abandonment, brands are deploying it for the ongoing relationship maintenance that keeps customers engaged between purchases—exactly what Rivo's customer engagement strategies are designed to enable. Source: Tabular Email SMS Marketing Stats
15. SMS subscribers demonstrate 3X higher customer lifetime value
Customer lifetime value for SMS subscribers reaches 3X the level of customers acquired through other channels. This multiplier effect stems from higher engagement rates, increased purchase frequency, and stronger brand affinity developed through consistent, personalized SMS communications integrated with loyalty program touchpoints.
A 3x LTV multiplier fundamentally changes unit economics. If your average customer generates $150 in lifetime profit and your SMS subscribers generate $450, you can justify dramatically higher acquisition costs for SMS opt-ins specifically. This math explains why brands increasingly gate valuable rewards and exclusive offers behind SMS subscription—the long-term value justifies aggressive upfront incentives. Source: Voyage SMS Customer Lifetime Value
16. Median SMS subscriber lifetime value reaches $105.40
Benchmarking data establishes median SMS subscriber LTV at $105.40, with top-performing brands achieving significantly higher values. LTV ranges span from $43.05 at the 25th percentile to $656.87 at the 90th percentile, demonstrating substantial performance variation based on program sophistication and customer engagement strategies.
The wide distribution from $43 to $657 shows that "having SMS" isn't enough—how you use it matters enormously. Brands at the 90th percentile typically combine SMS with sophisticated loyalty mechanics, behavioral triggers, and personalization engines. Brands at the 25th percentile often send sporadic promotional blasts without strategic segmentation. The median of $105.40 provides a realistic benchmark for new SMS programs to target and exceed. Source: Postscript 2024 Benchmarks
17. SMS subscriber retention rate averages 88.86% after 30 days
Median retention rates for SMS subscribers reach 88.86% at the 30-day mark, indicating strong subscriber commitment once initial opt-in occurs. This high retention creates stable audiences for ongoing loyalty communications, VIP tier updates, and referral program promotions that compound value over time.
An 89% retention rate after 30 days means your SMS list maintains its size and quality over time rather than constantly churning. This stability is essential for loyalty programs because it allows you to build long-term engagement strategies rather than constantly replacing unsubscribed members. Accenture research on digital channel preferences shows that permission-based channels like SMS maintain higher long-term engagement when integrated with value-exchange programs like loyalty tiers. Source: Postscript 2024 Benchmarks
Loyalty Program Performance
18. Loyalty program members spend 38% more per visit than non-members
Members enrolled in loyalty programs demonstrate 38% higher average order values compared to non-members, creating immediate revenue lift upon enrollment. This spending premium compounds with SMS engagement, as members receiving personalized offers through text messages show even higher conversion and basket size metrics.
The 38% AOV premium isn't just about customers spending more on impulse—it reflects strategic behavior by engaged customers who consolidate purchases with preferred brands to maximize point earnings. When you combine this spending premium with SMS communication channels, brands can trigger timely nudges about tier thresholds ("You're $15 away from Gold status") that drive incremental additions to cart. Source: Paytronix
19. 81% of loyalty members purchase more frequently than non-members
Frequency lift among loyalty members reaches 81%, with members placing significantly more orders annually than non-enrolled customers. This frequency advantage, combined with higher AOV, creates multiplicative LTV improvements that justify investment in comprehensive loyalty program infrastructure.
The combination of 38% higher AOV and 81% higher frequency creates exponential value growth rather than simple additive improvements. A customer who spends $50 per order four times per year ($200 annually) becoming a loyalty member who spends $69 per order seven times per year ($483 annually) represents a 2.4x annual value increase. This multiplication effect is why brands like those using Rivo prioritize loyalty program development as core infrastructure rather than nice-to-have features. Source: Paytronix
20. Paid loyalty members are 60% more likely to increase spending
Paid membership program participants demonstrate 60% higher likelihood of increasing brand spending compared to free loyalty program members. This premium engagement validates the membership program model for Shopify Plus brands seeking to build committed customer communities with predictable recurring revenue.
The psychology behind paid membership creates a commitment mechanism that free programs can't replicate. When customers pay upfront for membership, they're motivated to extract value to justify their investment, which manifests as increased purchase frequency and higher engagement with member benefits. This validates why brands using Rivo increasingly layer paid VIP tiers on top of free loyalty programs—the 60% spending lift justifies the additional program complexity. Source: Paytronix
Subscriber Engagement and Opt-In Trends
21. 86% of consumers now opt in for business texts
Consumer opt-in rates for business SMS have reached 86%, representing a 20% increase since 2021. This accelerating adoption reflects normalized expectations for brand text communications and creates expanding addressable audiences for loyalty program SMS initiatives.
The 20% growth in just four years signals a fundamental shift in consumer attitudes toward brand messaging via SMS. What was once viewed as intrusive or overly personal is now expected and welcomed—particularly when tied to value delivery like loyalty rewards, exclusive offers, or early access. For brands building SMS strategies in 2025, this high opt-in rate means the channel is no longer limited to early adopters but reaches mainstream audiences across demographics. Source: EZ Texting
22. 59% of consumers are more likely to engage when subscribed to SMS
Brand engagement likelihood increases by 59% among SMS subscribers, extending beyond purchase behavior to include program participation, referral activity, and content engagement. This broad engagement lift makes SMS essential for referral program activation and VIP tier progression campaigns.
The 59% engagement lift captures behaviors beyond transactions—SMS subscribers are more likely to leave reviews, refer friends, participate in surveys, and engage with educational content. This expanded engagement profile makes SMS subscribers more valuable even before considering their higher purchase rates. For brands using Rivo, this broad engagement spectrum creates multiple touchpoints for deepening customer relationships beyond simple transactions. Source: Klaviyo SMS Stats
23. 33% of consumers specifically want loyalty program offers via SMS
One-third of consumers explicitly prefer receiving loyalty program offers and benefits through SMS, indicating substantial demand for text-based loyalty communications. Brands meeting this preference through Klaviyo integrations and coordinated email-SMS strategies capture higher engagement rates and improved member satisfaction.
This stated preference for SMS loyalty communications validates the strategic priority of building dedicated SMS workflows for loyalty program moments—tier upgrades, reward availability, point expiration warnings, and exclusive member offers. When customers tell you they want loyalty information via SMS and you deliver it through email only, you're creating unnecessary friction and missing engagement opportunities. Source: Klaviyo SMS Stats
Frequently Asked Questions
How does SMS marketing enhance customer loyalty program performance?
SMS delivers 98% open rates and 45% response rates, far exceeding email performance. When integrated with loyalty programs, SMS enables real-time point balance notifications, reward availability alerts, and VIP tier updates that drive immediate engagement. The 3X higher customer lifetime value among SMS subscribers demonstrates the channel's effectiveness for loyalty communications. Brands using Rivo can automate these SMS touchpoints based on loyalty triggers, creating consistent engagement without manual campaign management.
What ROI should Shopify merchants expect from SMS loyalty engagement?
Ecommerce brands typically achieve $71 ROI for every dollar spent on SMS marketing, with sophisticated programs reaching 21-41x returns. Factors influencing ROI include audience segmentation quality, message personalization, integration with loyalty platforms, and alignment with purchase intent signals from VIP tier and points data. Brands that segment by loyalty tier and trigger messages based on member behaviors consistently achieve the upper range of performance.
Can SMS loyalty programs integrate with existing Shopify infrastructure?
Modern retention platforms built for Shopify Plus integrate natively with SMS providers like Klaviyo, Postscript, and Attentive. These integrations enable automated loyalty communications triggered by point accumulations, tier changes, referral completions, and reward expirations—all synchronized with Shopify customer data and purchase history. Implementation timelines have compressed from months to weeks with modern API-first platforms.
What messaging frequency do consumers prefer for SMS loyalty communications?
Research indicates 72% of consumers accept weekly SMS communications from brands, while 18% welcome daily messages. The key to maintaining high retention rates (averaging 88.86% at 30 days) is message relevance—consumers unsubscribe primarily from excessive volume (61%) and repetitive content (57%), not from the channel itself. Loyalty programs should focus on sending meaningful, value-driven messages tied to specific member actions or milestones.
How do paid membership programs compare to free loyalty programs for SMS engagement?
Paid membership participants demonstrate 60% higher likelihood of increasing brand spending compared to free program members. When combined with SMS engagement, paid members show premium response rates to exclusive offers, early access notifications, and member-only content. The upfront financial commitment creates psychological investment that drives sustained engagement, validating investment in Shopify Plus membership program infrastructure that layers SMS communication on top of paid tiers.
