Understanding the SMS deliverability hub in Klaviyo

You will learn

Learn about Klaviyo’s account-level SMS deliverability reporting. The Text message tab in Klaviyo’s deliverability hub is a centralized space that allows you to analyze and diagnose your SMS deliverability health across all your sends.

The account deliverability hub

The Deliverability hub in Klaviyo allows you to analyze and diagnose your email and SMS deliverability health at the account level.

SMS must be set up in your account to view these reports.

To access the page, navigate to Analytics > Deliverability. If your account shows Channel health instead, navigate to Analytics > Channel health.

To analyze your SMS deliverability, select the Text message tab.

SMS deliverability hub content

Filters

At the top of the deliverability hub’s Text message tab, you can set filters for the Key metrics and Fail Details cards. Alerts and the campaign and flow performance cards use their own fixed time periods, described below.

The following filters are available:

• Time period
  • Last 7 days
  • Last 30 days
  • Last 90 days
  • Custom
• Message type: All messages, All campaigns, or All flows
• Message format: ALL, SMS, or MMS. RCS also appears for accounts with an RCS sender set up.

Alerts

The Alerts section is a collapsible card that highlights SMS deliverability issues on your account. Each alert indicates a key deliverability metric is experiencing poor performance, and provides details about the issue with a link to a troubleshooting guide for resolution steps. The card appears when you have sent more than 150 text messages in the last 30 days. If no issues meet the alert thresholds, it shows that you have no alerts.

You’ll see alerts in the following situations. Failure percentages use total text message sends in the last 30 days:

• Device disconnected failures are 5% or more of total sends
• Device unreachable failures are 5% or more of total sends
• Carrier violation failures are 10% or more of total sends
• Message blocked failures are 5% or more of total sends
• Device incapable of receiving SMS failures are 5% or more of total sends
• Toll free number not verified or Number not registered failures are 1% or more of total sends
• Unknown error failures are 10% or more of total sends
• Click rate below 6.0%
• Unsubscribe rate above 1.3%

Key metrics

On the Key metrics card, you’ll see an overview of the key SMS deliverability health metrics and your performance for each one.

These metrics are:

• Delivery rate
• Fail rate
• Click rate
• Unsubscribe rate

When you select RCS as the message format, the Rate view also includes Open rate.

Beneath each metric is a badge showing you how your performance changed since the last time period. Additionally, you can toggle between Rate and Count to view your metrics as a percentage or a total count.

Fail details

The Fail Details chart provides insight into why your messages are failing to be delivered to recipients.

You view this information through the segmented bar chart showing the volume of each failure reason.

Alternatively, you can toggle the view to the line graph that shows your performance for the different failure reasons over time.

Recent campaign message performance

The Recent campaign message performance card shows deliverability metrics for recent text messages in your campaigns. It considers the 10 most recent campaign messages sent in the last 30 days, regardless of the filters at the top of the page.

You can toggle between campaign messages that have a Healthy status and those that have a Needs attention status. Each toggle shows up to 5 matching messages from this set, with the most recent first. Healthy shows messages with all metrics in a healthy zone. Needs attention shows messages with at least 1 metric in the Needs attention range.

Select a campaign message name to open its report, or select View all campaigns to open your campaigns list.

Flows performance

The Recent flows performance card helps you review the flows with the highest text message recipient volume. It considers the 10 flows with the highest recipient volume in the last 30 days, regardless of the filters at the top of the page.

You can toggle between flows that have a Healthy status and those that have a Needs attention status. Each toggle shows up to 5 matching flows from this set, ordered by recipient volume. Healthy shows flows with all metrics in a healthy zone. Needs attention shows flows with at least 1 metric in the Needs attention range.

Select a flow name to open it, or select View all flows to open your flows list.

Additional resources