---
title: Email & SMS (owned) channel benchmarks | RGM®
url: https://realgrowthmatters.com/tools/benchmarks/channels/email-sms/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/tools/benchmarks/channels/email-sms/
---

[Home](/) · [Tools](/tools/) · [Benchmarks](/tools/benchmarks/) · Email & SMS (owned)

### Channel snapshot

Email avg open 22–32%, CTR 1.8–3.8%, revenue/recipient $0.08–0.45. SMS open 95%+, CTR 8–18%, revenue/recipient $0.45–2.40.

## How to operate this channel

### Operator playbook

1. Email is the highest-ROAS channel for most DTC — protect deliverability obsessively.
2. Segment by RFM (recency, frequency, monetary) — generic blasts kill engagement.
3. SMS is high-intent only — never use for prospecting.
4. Build flows before campaigns — welcome, abandonment, post-purchase, win-back.
5. Track contribution net of cannibalization — incremental revenue, not last-click revenue.

## Platforms in this channel

**Want to model your spend in this channel?** Use the [CPM calculator](/tools/cpm-calculator/), [ROAS calculator](/tools/roas-calculator/), and [budget allocator](/tools/budget-allocator/) to plan allocation.