Listrak’s 2025 Cross-Channel Benchmark Report Reveals Surge in Overall Retail Messaging Volume, Increased SMS Channel Adoption

Powered by Listrak Intelligence, the report analyzes key benchmarks and KPIs across 14 retail verticals

Listrak, the retail industry’s person-first marketing platform, issued its 2025 Cross-Channel Benchmark Report, providing data-driven insights into how retailers and brands are navigating the competitive landscape. Analyzing 14 verticals to provide benchmarks and strategic recommendations, the report revealed an overall surge in retailers’ messaging volume, with email volume up 43% and SMS increasing an astounding 93% year-over-year, among other key trends.

“In the highly competitive retail industry, data-driven strategies are the key to marketers’ success,” said Jamie Elden, Chief Revenue Officer, Listrak. “Leveraging Listrak’s expertise and predictive intelligence, Listrak’s 2025 Cross-Channel Benchmark Report is an essential guide for marketers to compare their campaign performance to others in their vertical, as well as gain key insights into overall trends, keeping them ahead of the competition.”

The report, which follows the recent release of Listrak’s 2025 Beauty & Fashion Benchmark Report, features data and analysis conducted by Listrak Intelligence, which unites AI-powered insights with industry-specific expert analysis.

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Key findings Include:

• Surge in Retailers’ Messaging Volume: Retailers significantly increased messaging volume in response to increased competition and declining brand loyalty among consumers. Email volume increased by 43% and SMS increased by 93% year-over-year (YOY). The surge was driven by brands who focused on re-engaging dormant subscribers (+163% in send volume) and those with organic list growth (+5% email and +20% SMS).
• Increased SMS Channel Adoption: Increased SMS adoption resulted in a 26% uptick in SMS Welcome Series conversion rate (CVR) and a 17% increase in revenue per send (RPS) YOY. Email clickthrough rate (CTR) declined by 25% due to broader audience targeting, yet SMS CVR grew by 47%, reflecting a shift in consumer engagement and conversion on mobile.
• Emphasis on Trigger Campaigns and Loyalty Programs: Retailers focused on strengthening trigger campaigns and placing more emphasis on Loyalty programs, with cross-channel send strategies increasing and send volume up 15X YOY.
• Campaign Performance: Browse Abandonment and Post-Purchase campaigns saw CVR improvements across both email and SMS as brands personalized their consumer journeys. Price drop alerts saw a 6% increase in RPS for email, driven by heightened price sensitivity.

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The report provides robust analyses including by campaign type, as well as by e-commerce verticals, including:

• Automotive
• Beauty
• Big Box
• Children & Babies
• Electronics & Software
• Fashion
• Food & Beverage
• Health & Wellness
• Home
• Pets
• S.H.A.F.T
• Specialty Retail
• Sports & Outdoor
• Travel & Hospitality

Listrak’s 2025 Cross-Channel Benchmarks are based on 125 billion email and SMS/MMS messages sent from 1,000+ e-commerce clients between Jan. 1, 2024, and Dec. 31, 2024.