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According to a study lead by Dynmark, SMS messages achieve a high response rate, and much of that engagement occurs in the first 15 minutes.

Click rates achieved by SMS messaging outperformed the industry standard of 4%, with retail (8%) and entertainment (14%)  leading the way.

Encouraging a specific call to action proved to be effect, with entertainment reaching a response rate high of 24% for such instructive content.

The data also revealed that the finance & banking and travel & transport sectors garnered the quickest responses, with 57% and 54% of their responses, respectively, coming in the first 15 minutes.

The researchers attribute this to their messaging content being more operational in nature, rather than offer-based marketing from sectors such as retail and entertainment, which get less than 40% of their responses in the first 15 minutes.