Why these figures are different
Both figures come from the same audited picture-framing campaign. 804 of 1,100 past customers replied by text, a 73.1% reply rate across the whole campaign. Narrowing to the coldest records, those inactive for at least 24 months, 87 of 134 replied, a 64.9% reply rate. One campaign in one industry cannot forecast yours. List type, customer history, message and timing all matter.
One-way promotional SMS is normally measured through delivery, clicks and conversions rather than a directly comparable typed-reply rate. Twilio cites a broad 45% SMS response figure, which is useful context but not a forecast for an aged Australian customer database. View source.