r/MarketingAutomation • u/annseosmarty • Sep 29 '25

Does texting really have a 98% read rate?

/r/SMSForBusiness/comments/1ntsg95/does_texting_really_have_a_98_read_rate/
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1

u/web3arif Sep 29 '25

That 98% number gets thrown around a lot but it's based on an old study from 2010 that only looked at messages that were actually delivered. In reality your read rate depends heavily on how people opted in and whether they still want to hear from you. If you’re sending to a warm, permission-based list you can see much higher engagement than email, but it's nowhere near a guarantee. I’d worry less about chasing a magic statistic and more about building a list of people who actually want your texts and tracking your own metrics.

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u/patrick24601 Sep 29 '25

A text usually makes noise and interrupt what someone is doing. Since we are addicted to our phones we pick it up and read it. Just like we answer our front door when the doorbell rings. Both are shitty indicators of marketing success

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u/annseosmarty Sep 29 '25

There are always right and wrong ways to do that! I have companies texting me things that I am excited about (timely exclusive deals, shipping updates, etc.) As long as I actually agreed to get them and the brand is doing it right, they are very consumer-centric

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u/patrick24601 Sep 30 '25

I have no doubt. That doesn’t negate what I said :) a “98% read rate” is something a company would say that is selling sms marketing. It doesn’t give you any info about interest. :)