Listrak, the leading person-first marketing platform for retailers, has released its 2025 Cross-Channel Benchmark Report, offering data-driven insights into evolving retail marketing trends. Analyzing 14 e-commerce verticals, the report highlights a significant rise in email and SMS messaging volume, shifts in consumer engagement strategies, and the growing role of AI-driven intelligence in marketing.

As competition intensifies and brand loyalty declines, retailers are adapting strategies to optimize campaign performance and drive higher conversions.

Findings from the 2025 Report

1. Surge in Retail Messaging Volume

• Email volume increased by 43%, while SMS messaging skyrocketed by 93% YOY as brands fought for consumer attention.

• Brands focused on re-engagement strategies, leading to a 163% increase in send volume for dormant subscribers.

• Organic list growth contributed to a 5% rise in email and a 20% increase in SMS subscriber bases.

2. Rising Adoption of SMS for Engagement & Conversions

• The SMS Welcome Series conversion rate (CVR) rose by 26%, reflecting growing consumer preference for mobile-first communication.

• Revenue per send (RPS) for SMS grew by 17% YOY, reinforcing its effectiveness as a high-converting channel.

• While email clickthrough rates (CTR) declined by 25% due to broader targeting, SMS CVR surged by 47%, signaling an engagement shift toward mobile interactions.

3. Increased Focus on Trigger Campaigns & Loyalty Programs

• Brands scaled trigger-based campaigns, with a 15X YOY increase in cross-channel send strategies.

• Loyalty programs gained traction as brands leveraged personalized messaging to retain customers.

• Automated campaign flows, such as welcome sequences, cart abandonment, and post-purchase follow-ups, played a vital role in customer retention.

4. Stronger Performance in Campaign Strategies

• Browse abandonment and post-purchase campaigns saw increased conversion rates across both email and SMS as brands personalized consumer journeys.

• Price drop alerts led to a 6% increase in email RPS, driven by heightened price sensitivity among shoppers.

• The shift toward real-time engagement and AI-driven predictive marketing improved overall campaign performance.

E-Commerce Verticals Analyzed

The 2025 Benchmark Report provides detailed performance insights by campaign type and industry vertical, including:

• Automotive

• Beauty

• Big Box Retail

• Children & Babies

• Electronics & Software

• Fashion

• Food & Beverage

• Health & Wellness

• Home & Furniture

• Pets

• S.H.A.F.T (Supplements, Hemp, Alcohol, Firearms, Tobacco)

• Specialty Retail

• Sports & Outdoor

• Travel & Hospitality

Report Methodology & Data Scope

Listrak’s 2025 Cross-Channel Benchmarks are derived from:

• 125 billion email and SMS/MMS messages

• 1,000+ e-commerce brands

• Data collected from January 1, 2024, to December 31, 2024

This comprehensive dataset equips retailers with actionable insights to refine their marketing strategies and stay competitive in a fast-evolving digital landscape.

The findings from Listrak’s 2025 Cross-Channel Benchmark Report underscore the importance of data-driven, omnichannel marketing strategies. As retailers increase messaging volume and adopt AI-powered personalization, email and SMS remain critical tools for driving engagement and conversions.

For brands seeking to compare performance, optimize cross-channel strategies, and enhance customer retention, Listrak’s benchmark insights serve as an essential roadmap for success in 2025.