Three of the most common key performance indicators (KPIs) for email are still open rate, clickthrough rate and click-to-open rate. But figures from email service and marketing technology providers show variations in those KPIs in North America depending on a variety of factors, including geography, industry, seasonality and the types of email messages being sent.

Sam Shames, co-founder and COO of wearables startup Embr Labs, deploys SMS largely to convert abandoned carts in the lower funnel.

Attentive, for example, said it helped clients recover 5 million online carts in 2020 using triggered abandoned cart text message reminders. To send time-sensitive messages: SMS is an ideal marketing channel for communications that need to be opened and acted upon quickly. That’s especially true when compared with email, which experiences far lower open rates and takes longer for a consumer to notice.