What campaign management includes
Every campaign engagement runs on Postscript, Klaviyo SMS, or Attentive, whichever your stack already uses. We build the monthly calendar around segments, not blasts: recent purchasers, high-intent browsers, and lapsed subscribers each get their own cadence and offers. Copy is drafted, cut to segment limits, and A/B tested. Jonah Whitfield, who has written SMS copy on Postscript and Klaviyo for 7 years, still tests every message on a real handset before it ships.
- Monthly campaign calendar mapped to segments and inventory moments
- Copywriting and A/B testing inside the 160-to-240 character window
- Quiet-hours and consent QA on every send, federal plus state matrix
- Send-level reporting: delivery, CTR, conversion, opt-out, earnings per message
What does a good SMS campaign look like?
These are the published bands we report against. Numbers come from Omnisend's 2025 benchmark dataset, Klaviyo's US rating scale, and Postscript's percentile tables, re-checked July 2026.
| Metric | Benchmark | Source |
|---|---|---|
| Campaign CTR | 12.39% average; 8.9–14.5% rated good | Omnisend 2025 · Klaviyo scale |
| Campaign conversion | 1.0–2.0% rated good per campaign | Klaviyo scale |
| Opt-out per send | 0.33–0.88% band; under 0.5% rated great | Postscript · Klaviyo |
| Delivery rate | 96.6% for campaigns | Omnisend 2025 |
| Earnings per message | $0.15 campaign average; $0.98 overall median | Omnisend · Postscript |
For context, the same Omnisend dataset measured email campaign CTR at 0.74%. SMS clicked through at roughly 17 times that rate, which is why cadence discipline matters so much: the channel works hard enough that overuse burns it.
How campaigns fit the rest of the program
Campaigns are the visible part of SMS, but they are rarely the majority of revenue. Klaviyo's 2026 data attributes 45.2% of SMS revenue to automated flows that make up just 7.6% of sends, which is why we usually pair this service with SMS Automation Flows. Campaigns also only perform when consent is clean; if your opt-in language is shaky, start with SMS Compliance & 10DLC instead. You can see campaign work in the numbers in our subscription coffee story, where segmented sends took campaign conversion from 0.4% to 1.7%.
Campaign management FAQ
There is no universal number, but frequency is the top opt-out trigger: 40% of consumers in EZ Texting's 2026 survey named it first. We usually start ecommerce brands at 4 to 6 sends a month, watch the opt-out band per send, and only add frequency for segments that keep clicking. Cadence earns its way up; it never starts high.
Omnisend's 2025 dataset measured 12.39% CTR across SMS campaigns, and Klaviyo's rating scale calls 8.9% to 14.5% good for US senders. Postscript reports a wide percentile band, from 2.87% at the 25th percentile to 8.01% higher up. If your campaigns sit under 6%, list quality or offer relevance usually explains it before copy does.
Attentive analyzed 25 billion messages in May 2026 and found copy over 240 characters converts 8.5% worse than copy in the 160-to-240 range. Length also changes cost: a single SMS segment is 160 GSM-7 characters, and concatenated messages bill in 153-character chunks. Shorter copy converts better and costs less, so we test inside that ceiling.
Yes. Federal rules bar marketing texts before 8am or after 9pm in the recipient's local time. Florida, Oklahoma, and Washington tighten that to 8am to 8pm, and Texas runs 9am to 9pm plus a Sunday-noon rule. Our send QA checks every campaign against a state matrix before it leaves the queue, because quiet-hours class actions surged through 2025 and 2026.