B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
70%
70% -- incremental revenue share for Email and SMS programs (2026)
Between 70% and 85% of email and SMS revenue is incremental when the retention program is well-architected.
- Applies when the program is well-architected
- Based on marketing mix modeling or incrementality testing frameworks
- Reported as a range (70-85%)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
70%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
darkroomagency.com
Primary
Tier B
https://www.darkroomagency.com/observatory/email-vs-sms-dtc-retention-revenue ↗
Source Article
Email vs SMS for DTC Brands: Retention Revenue Guide
RETENTION MARKETING
Email Marketing vs SMS for DTC Brands: Where Retention Revenue Actually Comes From
Written by Darkroom leardership
TL;DR: Email and SMS are not competing channels. Email generates $36 per $1 spent and excels at journey architecture and segmentation. SMS achieves 98% open rates an…
Original Research
darkroomagency.com
· Original study ↗
Methodology
Range 70-85%, midpoint extracted; based on marketing mix modeling / incrementality testing frameworks
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Email and SMS programs: 70% incremental revenue share. Source: darkroomagency.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-sms-incrementality-70-85
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<blockquote cite="https://lighthousedata.io/data/email-sms-incrementality-70-85" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- incremental revenue share for Email and SMS programs<br><small>Source: darkroomagency.com (2026) · <a href="https://lighthousedata.io/data/email-sms-incrementality-70-85" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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