Dotdigital blog
Jump on the channel generating click-through rates 7 times higher than email. Dotdigital’s Mobile Messaging Operations Lead, Lucia Leach-Smith, shares advice on getting it right and key considerations.
SMS marketing continues to be one of the most powerful ways to reach customers fast, but only when it’s done right. With high engagement comes high expectations, and brands that get their SMS strategy wrong can quickly see unsubscribe rates climb.
In this instalment of our not-so-basic basics marketing series, we’re taking a fresh look at SMS marketing for 2026. Dotdigital’s Mobile Messaging Operations Lead, Lucia Leach-Smith, shares practical advice on how to build effective SMS campaigns, avoid common pitfalls, and benchmark your performance against global averages.
At Dotdigital, we’ve seen SMS sends increase by 57% year-on-year. The channel is getting great engagement rates for marketers, and with many of us now spending so much time on our phones (4.8 hours a day on average) it makes sense that mobile-first marketing channels like SMS are thriving.
Yes, SMS marketing is very effective for getting a message in front of customers and for driving action. This is thanks to a click-through rate (CTR) of 25.7% globally.
However, that doesn’t mean you should use SMS for everything. The nature of SMS means it’s more intrusive to your audience, so frequency should be closely monitored to ensure you aren’t overwhelming your customers.
In most locations around the world, a single SMS message is made up of a maximum of 160 characters. Spaces between words are also counted as characters.
You can send a longer SMS message, and it will be stitched together on smartphone devices to show up as one message; however, this will cost more of your messaging allowance. Also look out for special characters and emojis, as these will ‘cost’ more than a standard letter or number.
Get the full breakdown of how this is calculated for Dotdigital customers here.
SMS is best suited to short messages that are time sensitive, important updates, and less frequent high-value offers. Such as:
For longer content, or where you want to include lots of images, email is still the best option. Check out our marketing channel flowchart to see which channel is best for your campaign, and get more advice and inspiration for SMS marketing in our 2026 marketing channel playbook.
SMS is a high-impact channel, but it needs a thoughtful approach. Here are three fundamentals to get right.
SMS continues to outperform other channels when it comes to clicks. The global average click-through rate is seven times higher than email’s average CTR of 3.7%, and the APAC region is seeing even higher results.
SMS CTR = (Number of clicks ÷ number of messages delivered) × 100
Unique CTR = (Number of unique recipients who clicked ÷ number of messages delivered) × 100
These numbers highlight just how effective SMS can be when messages are relevant and well-timed.
A good SMS unsubscribe rate is anything below 1%. Many Dotdigital customers are seeing unsubscribe rates between 0.2% and 0.5% when campaigns are well-targeted, relevant, and sent at the right frequency.
If your SMS unsubscribe rate is consistently above 1%, or you notice spikes above 2% on individual campaigns, it’s a clear signal that something isn’t working. The most common causes are:
Here’s how SMS unsubscribe rates compare across regions:
These benchmarks give you important context. If your numbers are higher, it’s time to revisit your strategy before audience fatigue sets in.
(Number of unsubscribes ÷ number of SMS messages delivered) × 100
SMS marketing is heavily regulated, and rules vary by region. Always ensure your campaigns comply with local regulations, including:
When in doubt, seek legal advice before launching campaigns.
SMS is more intrusive than email. Sending too many messages is one of the fastest ways to increase unsubscribe rates. Balance volume with value, and only send when you have something genuinely useful to say.
SMS feels personal by nature. Generic or poorly targeted messages can quickly damage trust and negatively impact brand perception.
Quiet hours are what we call the times that SMS marketing is banned by the relevant regulation for a recipient. These regulations vary based on location, but quiet hours typically fall between 8pm and 8am, based on the recipient’s local time.
Always check the regulations for your area and get legal advice. To avoid breaching these rules, use scheduling tools to ensure messages are sent at appropriate times. For areas where customers can be across different time zones, like the US and Canada, it’s best to be cautious. If the recipient location is unknown, campaigns should finish by 6:00pm EST and not start before 11:00am EST.
As well as breaching regulations, sending messages outside permitted quiet hours can also frustrate customers. No one wants to be woken up at 2am by a sale alert. If you’re trying to reach late-night doom scrollers, social retargeting is a far better option than SMS.
SMS is short by nature and doesn’t allow any visuals, so it’s a low lift for you as a marketer. At Dotdigital, we’ve made adding SMS to your marketing mix super simple. Once you’ve built an email campaign, you can turn it into an SMS campaign in just one click using WinstonAI.
WinstonAI suggests SMS copy aligned with your email content and automatically optimizes the length for SMS, saving you time and keeping messaging consistent across channels.
SMS remains one of the most effective marketing channels for driving fast, meaningful engagement, but success depends on relevance, restraint, and respect for your audience.
These benchmarks help you understand what good looks like across regions, and these tips give you a practical starting point for optimizing your own campaigns.
To keep SMS working hard for your brand in 2026, make sure you:
All benchmarks in this blog are from Dotdigital’s 2026 Global benchmark report. Check out the full report for more benchmarks, expert advice, and numbers unique to your industry and region.
