SlickText Study Reveals Low SMS Click Rates

NASHVILLE, Tenn., Nov. 10, 2026 /CourierPR/ -- A new study from SlickText, a Nashville-based company that has powered over 124,000 text message programs since 2011, challenges conventional benchmarks in SMS marketing. The findings reveal that the median click rate for SMS marketing campaigns was just 5.5%, significantly lower than the 20% or higher click rates often cited in industry reports.

The study found that only about one in eight campaigns achieved a click rate of 20% or higher, with the top 10% of campaigns achieving rates of 23.9% or higher. This suggests that the industry's commonly cited benchmarks may be overly optimistic.

The research also uncovered several key factors that influence SMS engagement. Shorter messages, containing 100 characters or fewer, achieved approximately 50% higher click rates than messages with 141 to 160 characters. Additionally, links placed in the first half of a message achieved approximately 45% higher click rates than those positioned near the end. These findings suggest that marketers should consider both message length and link placement to optimize their campaigns.

Popular tactics, such as the use of emojis and first-name personalization, showed limited benefits. Emojis had no statistically significant impact on click rates, while first-name personalization led to a modest, statistically insignificant lift in click rates. However, it was associated with a statistically significant 26% increase in opt-out rates, indicating that while personalization may not boost engagement, it could lead to higher unsubscribe rates.

Larger audiences were associated with lower engagement. Each doubling of the campaign audience size was linked to approximately 13% lower click rates. This finding suggests that marketers should consider the size of their audience when designing SMS campaigns.

Multimedia messages (MMS) had lower click rates than standard SMS messages, with a 17% lower click rate. However, MMS campaigns may still drive conversions without requiring recipients to click a link.

The study underscores the importance of data-driven insights in the rapidly evolving landscape of digital marketing. For businesses looking to optimize their SMS marketing strategies, SlickText's research offers valuable insights into what works and what doesn't.