Sources & references

Below are the references for the industry stats we cite across the site. Missing a source? Email info@payatt.store and we will add it to the list.

• "Up to 98% of SMS are opened, vs ~20% for marketing email." / "90% are read within three minutes."

  Gartner writes: "various sources report SMS open and response rates as high as 98% and 45%, respectively — in contrast to corresponding figures of 20% and 6% for email." The classic "90% within three minutes" figure traces back to older industry studies (Frost & Sullivan, Mobilesquared) and is repeated in reports from EZ Texting and others.

  • Gartner — Tap Into the Marketing Power of SMS →

  Referenced on: home page, solution page, industry pages.

• "Average open rate for marketing email: ~20–35%."

  Mailchimp's Email Marketing Benchmarks report an average of 35.63% across all industries (last updated Dec 2023). HubSpot cites 42.35% from MailerLite's 2025 data. The spread is wide and has been affected by Apple Mail Privacy Protection (2021), which inflates more recent open figures — the Gartner 20% number reflects the lower end of the range.

  • Mailchimp — Email Marketing Benchmarks →
  • HubSpot — Average Email Open Rate Benchmark →

  Background for the "vs email" comparison on the solution page.

• "68% of customers stop coming back out of perceived indifference."

  Originates in surveys by the U.S. Office of Consumer Affairs (1980s), commonly cited in customer-loyalty literature such as "Why Customers Leave" (McGraw-Hill) and in Harvard Business Review.

  Referenced on: home page hero.

• "78% of apps are uninstalled within 30 days."

  Localytics App User Retention Report (2019).

  Referenced on: home page FAQ.

• Industry estimates for SMS-driven return-visit lift (10–25 % depending on industry).

  Conservative estimates compiled from publicly available SMS marketing reports (incl. Mobilesquared, Esendex, Salesfire). Used as default values in the ROI calculator.

  Referenced on: ROI calculator page, industry pages.