Mastering Median Response Time

In the high-volume world of SMS marketing, timing isn't just everything—it is the only thing.

Your Median Response Time is the gold standard metric that top performers track scrupulously. It lives on your Messaging Reporting Page and gives you the brutal truth about how efficiently you (and your team) are connecting with potential leads.

This guide will explain exactly how this metric is calculated, why we use "Median" instead of "Average," and how to drive your numbers down to the Elite level.

1. What is Median Response Time?

Simply put, this metric measures the time gap between an incoming message from a contact and your specific reply to them using the same phone number.

We display this value in the two most relevant units (e.g., 1h 5m or 45s).

2. How It Works: The Calculation

You don't need a math degree to understand this, but knowing how we grade you helps you improve.

The Formula

We look at every single pair of messages (Incoming ➔ Outgoing) in your account.

1. Collect: We take all your response times.

2. Sort: We line them up from Fastest to Slowest.

3. Select: We pick the value sitting exactly in the middle.

The Math Behind the Magic

Depending on the total number of replies you have sent, the calculation adjusts slightly to ensure accuracy:

Scenario A: You have an ODD number of replies (e.g., 5 replies)

We simply take the exact middle number.

• Your Times: [20s, 30s, 40s, 50s, 60s]

• Your Score: 40s

Scenario B: You have an EVEN number of replies (e.g., 6 replies)

There is no single middle number, so we take the two middle numbers and calculate the mean (average) of just those two.

• Your Times: [10s, 20s, 30s, 40s, 50s, 60s]

• The Middle Pair: 30s and 40s

• Calculation: (30 + 40) ÷ 2

• Your Score: 35s

3. The Benchmarks: Where Do You Stand?

Speed is a direct reflection of how seriously you take your leads. When a lead texts you, they are looking at their phone right now.

• 🏆 Elite Performance: < 5 Minutes.

  • The Top 1% of users live here. They use the mobile app and catch leads instantly.

• ✅ Strong Performance: < 10 Minutes.

  • You are running a healthy operation. Most leads are still engaged.

• ⚠️ At Risk: > 15 Minutes.

  • You are likely losing deals to competitors who replied faster.

4. Important Rules & Filters

There are a few technical rules to keep in mind when analyzing this data:

1. Filters Don't Change the Score: This metric is designed to show your overall availability. Changing the Campaign or Message Template filter to "Any" or "All" will not change this number. It always calculates based on your total performance within the selected Date Range.

2. Opt-Outs Still Count: If a contact replies "STOP" (opting out) and you replied to them previously, those past response times remain in your history. We don't remove your hard work just because the contact opted out later.

3. Sub-Accounts: There are no special cases for sub-accounts; the calculation remains the same.

5. How to Slash Your Response Time

If your time is creeping up, it is usually a sign of process failure, not effort failure. Here is how the pros keep it under 5 minutes.

A. Adopt the Mobile App

You cannot be chained to your desktop 24/7. The highest-performing users rely on the Smarter Contact Mobile App to handle replies on the go.

• Action Step: Enable Push Notifications (Profile > Push Notifications). Turn on "Background App Refresh" to ensure you get alerted the second a lead replies.

B. Master "Macros"

Stop typing the same answers over and over. Macros are your "response army."

• Setup: Create shortcuts for common scenarios (e.g., "Do you want to sell?", "Make me an offer").

• Strategy: Use personalization tokens (like First Name) so your macros still feel human.

C. Strategic Pacing

A common mistake is launching a massive campaign (e.g., 5,000 messages) when only one person is available to reply.

• The Fix: Schedule campaigns based on your team's availability. If you are drowning in replies, Pause the Campaign. It is better to pause and catch up than to let hot leads go cold.

Summary

Good conversations need rhythm. Nobody likes waiting hours for a reply.

• Goal: Under 5 Minutes.

• Tool: The Mobile App.

• Result: Higher Conversion Rates.

Ready to improve? Check your current Median Response Time on the Reporting Page now.

With 💙,
Smarter Contact Team