---
Title: "2024 in Review: How SMS and Email Drove Brand Growth"
Date: "2025-01-20T13:56:08+00:00"
---

As we enter 2025, we’re taking a moment to reflect on the results Yotpo Email and SMS were able to deliver for our brands in 2024. From driving exponential subscriber growth to successfully navigating the new challenges of email delivery, we’re honored brands trust Yotpo to power their top revenue-driving channels. We’re thrilled to share what we achieved together.

## 2024 Achievements at a Glance

2024 was a year that proved the power of meaningful connections between brands and their customers. While there was much to celebrate in the last 12 months, here are a few achievements we’re particularly proud of.

As the largest global SMS provider in the space, Yotpo SMS helped brands reach their subscribers across borders and time zones, delivering billions of messages to customers in **221 different locations** around the world and in turn, drove a **78% increase YoY in SMS-attributed revenue.**

With emails not just reaching inboxes at an impressive **99% delivery rate**, but driving substantial revenue growth for our brands with a **452% year-over-year increase** in email-attributed revenue. The volume of **emails sent grew by 252%** compared to the previous year, reflecting the growing trust brands place in our platform.

To our amazing customers and partners who constantly share feedback and push us to keep innovating, we heard you. Led by our team o**f 175+ product leads**, **developers, and support,** we released over **170+ new features** across SMS & Email and formed **33+ product integrations**, including:

- [**Multi-Message Campaigns**](https://www.yotpo.com/email-sms-multi-message/): Helping brands build multi-channel, multi-step journeys to send shoppers down the right path
- [**Shopper Journey Analysis**](https://www.yotpo.com/product-releases/shopper-journey-in-flows/): Offering actionable insights into customer behaviors to target subscribers at key touchpoints in the journey
- Email tools like the **Deliverability Dashboard** to give marketers visibility into their performance and **Conditional Blocks** to personalize content at scale
- Advanced SMS features like [**On-Site Verification**](https://www.yotpo.com/subscriber-collection/) to expedite the path to opt-in and [**RCS messaging** ](https://www.yotpo.com/blog/rcs-is-here-how-yotpo-sms-is-paving-the-future-of-messaging/)for higher engaging mobile experiences
- [New integrations](https://www.yotpo.com/integrations/) with **Black Crow AI, Octane AI, Rebuy,** and more

## Fueling Brand Growth

While we’re proud of what we accomplished in 2024, we’re even more proud of how our success translated to the success of the brands we work with.

### **1. Scaling Subscriber Lists Faster Than Ever**

In 2024, brands focused heavily on building high-quality subscriber lists at scale and as a result, saw a **233% average increase in subscriber growth.**

- **On-Site Verification** drastically improved the opt-in experience, which in turn drove **77% more SMS sign-ups,** a **75% increase in pop-up conversion rates,** and generated **83% more revenue** from subscribers opting in through On-Site Verification compared to standard pop-ups.

Brands didn’t just grow their subscriber base – they truly mastered retention:

- SMS unsubscribe rates averaged **0.6%,** and email unsubscribe rates among our top 10% of brands averaged at **0.1%.**
- On SMS alone, over **57% of all SMS purchases** were made by repeat customers.

### **2. Improving Email Deliverability and Engagement**

Deliverability has always been a priority for Yotpo Email since its inception, and this year was no different.

We continued to strengthen our deliverability infrastructure with **45+ deliverability related features and enhancements in 2024** and delivered another year of **zero outages in services** even during peak send times like BFCM.

As for our brands, they saw …

- **99% of emails** were delivered in 2024, and brands saw an average open rate of **40%**
- Increased email revenue by upwards of **42%** by combining deliverability insights with targeted, personalized messaging strategies

Landing in the right inbox is just the first step, but what’s truly impressive is how it translated into improved engagement including:

- A **21% increase in CTR** by including eye-catching, engaging content with the Canva Block

- **97x ROI** from emails that used the Click to Buy Product Block, which expedited the path to purchase

Understanding (and mastering) email deliverability can be tricky. Read more about how we’re setting brands up for inbox performance success [here](https://www.yotpo.com/gated/email-deliverability/).

### **3. Generating Revenue More Effectively with Automated Messaging**

Brands discovered the true power of flows in 2024 to reach subscribers at pivotal moments in their journey—when interest peaked and intent to purchase was highest.

- Flows generated **54% of total SMS revenue** with only **14% of the marketing budget** while on email, flows accounted for **33% of total email revenue,** from just **1% of the marketing budget.**

In addition to the [c](https://wordpress-1414901-5270164.cloudwaysapps.com/gated/sms-benchmark-report-2024-lp/)[ore revenue-driving flows](https://wordpress-1414901-5270164.cloudwaysapps.com/gated/sms-benchmark-report-2024-lp/) (Welcome Flow, Abandoned Cart, and more), brands generated incremental revenue by creating connected post-purchase experiences with Yotpo Reviews and Loyalty flows.

A few of our largest SMS/Email & Loyalty brands saw **50% of their total revenue** come from Loyalty flows, generating **5x more revenue** than their email Welcome Flow (historically one of the highest performing flows for any eCommerce brand).

- On SMS flows triggered when subscribers receive a Loyalty Reward specifically, brands generated a massive **$15.49 in revenue** per message. The top 10% of brands saw even higher engagement on email, with a **26% conversion rate** and more than **$18.54 generated in revenue per message.**
- Notifying subscribers when they earned a VIP Tier was also valuable, with brands generating **148x ROI.**

### **4. Reaching the Right People, at the Right Time**

At the same time, brands were more intentional with their use of campaigns, honing in on high-value subscribers and tailoring the content that each subscriber received.

With more access to customer data than ever before, brands identified key pockets of customers to tap into and focused in on their most engaged subscribers.

- Brands leveraged behavioral tracking to target subscribers showing high-intent, as data campaigns targeting **Active On Site** subscribers drove a high of **108x ROI** on SMS campaigns.
- Similarly, brands saw a **44% increase in ROI** on SMS campaigns targeting subscribers who were **Likely To Buy.**

Personalization tools like **AI Product Recommendations**, **Reviews Blocks**, and **Loyalty Blocks** allowed brands to create highly tailored messages.

- Emails with **Reviews Blocks** saw a **22% increase in ROI**, thanks to social proof that sealed the deal for shoppers on the fence
- **AI Product Recommendations** led to a **100% uplift in ROI** by ensuring content aligned with subscriber preferences.
- Connecting loyalty with email drove meaningful engagement, as emails personalized with Loyalty data using the Loyalty Block drove a **4.8% increase in CTR**
    - Brands made it easier for subscribers to redeem their points with the **Click to Redeem Block** which yielded a **45% increase in CTR** and a **115% increase in revenue per message.**

### **7. Better Together: Email and SMS**

In 2024, we gave brands the tools to create personalized multi-step journeys that seamlessly blend texts and emails, meeting customers with the right message on the right channel at exactly the right time.

- Brands saw **50x ROI** on [Multi-Message Campaigns](https://www.yotpo.com/product-releases/multi-message-campaigns/) including both SMS and Email, with the average number of steps included being **3**.
- Breaking it down, SMS messages saw a CTR of **5%** and emails in these campaigns achieved an average open rate of **33%.**

Taking the headache out of creating SMS & Email workflows, especially during peak holiday seasons, helped save **30% on average** in execution time.

### **What’s Next?**

2025 will bring even more innovations and strategies to help you refine your messaging and enhance customer experiences. From deeper automation capabilities to improved personalization features, we’re excited to continue supporting brands’ growth

To all our partners who made 2024 extraordinary: thank you for trusting us with your vision. The achievements we celebrated last year were just the beginning!