LITITZ, PA — Retailers are ramping up their cross-channel messaging strategies, according to Listrak’s newly released 2025 Cross-Channel Benchmark Report. The comprehensive analysis highlights significant increases in messaging volume and evolving consumer engagement trends across email and SMS, outlining strategies for brands navigating a competitive marketplace.
The report, which draws on data from over 125 billion messaging interactions across more than 1,000 e-commerce clients, revealed a 43% year-over-year increase in email messaging volume and an impressive 93% surge in SMS messaging. Brands capitalized on these channels to re-engage dormant subscribers, with email send volume for inactive lists up 163%, and to expand their reach organically, achieving 5% and 20% growth in email and SMS lists, respectively.
SMS adoption has emerged as a critical component of retail communication, delivering decisive results. Welcome Series SMS campaigns saw conversion rates improve by 26%, while revenue per send jumped 17% year-over-year. Notably, SMS maintained high levels of customer engagement, with conversion rates increasing by 47%, even as broader audience targeting caused email clickthrough rates to decline by 25%.
Retailers also focused on enhancing customer retention through trigger campaigns and loyalty programs. Cross-channel campaigns saw a dramatic 15-fold increase in send volume, reflecting the growing emphasis on personalization and strategic targeting. Campaigns such as browse abandonment and post-purchase initiatives demonstrated measurable success, with improved conversion rates across email and SMS channels. Meanwhile, price drop alerts yielded a 6% rise in revenue per email send, highlighting heightened price sensitivity among consumers.
The report further provides vertical-specific benchmarks for 14 key industries, including automotive, fashion, beauty, health and wellness, and travel, offering brands tailored insights to refine their marketing strategies.
Listrak’s findings provide a clear roadmap for retailers to capitalize on shifting consumer behaviors and channel preferences. The sharp rise in SMS adoption, the focused use of trigger campaigns, and the emphasis on loyalty initiatives underscore the industry’s move toward more data-driven and personalized marketing approaches to stay competitive in a rapidly changing landscape.
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