When it comes to our clients, they’re obsessed with analytics. “What’s a good response rate when texting?” is actually one of the most frequently asked questions we receive. And it’s justified as well-known metrics, such as email open and click rates, pale in comparison to texting.
Everyone wants a benchmark to measure their progress, and while we can’t blame ’em, we also can’t deliver a super clear-cut, one-sentence answer, but here goes our best attempt, assuming the following:
- Your data is clean, meaning you have accurate mobile numbers.
- Your content strategy is solid, meaning you send direct and friendly texts and routinely ask questions to elicit responses.
- You are texting students who appear to have a real, genuine interest in your school and your texts, meaning you’re not chasing soft leads.
When all of the above is true, we consider a response rate of 50% to 65% to be good, and a response rate above 65% to be great. That’s right, texting blows email response rates away and annihilates phone calls. But bear in mind that response rate is only one metric. When push comes to shove, student behavior is the most important metric, which can be answered by asking an even simpler question: Are they doing what you want them to do?