Campaign SMS and MMS benchmarks
You will learn
Learn about the average click, conversion, and unsubscribe rates for both SMS and MMS campaigns.
The information below is based on data from Klaviyo customers using SMS in the US. These ranges may vary depending on your industry and audience.
SMS and MMS
The rates for SMS and MMs are almost identical. MMS messages have a slightly higher average revenue per recipient and a slightly lower unsubscribe rate, but otherwise, the performance of the two message types is the same.
Click rate
Great | 14.6% and above |
Good | 8.9%–14.5% |
Room for improvement | 6.0–8.8% |
Critical | Less than 5.9% |
Conversion rate
Great | 2.1% and above |
Good | 1.0–2.0% |
Room for improvement | 0.5–0.9% |
Critical | Less than 0.5% |
Unsubscribe rate
Note that higher-than-average unsubscribe rates may result in message limitations or blocking by the wireless carriers.
Great | Less than 0.5% |
Good | 0.6–1.4% |
Room for improvement | 1.5–1.9% |
Critical | 2.0% and above |
Revenue per recipient
Great | $2.42 and above |
Good | $0.66–2.41 |
Room for improvement | $0.18–0.65 |
Critical | Less than $0.18 |
Additional resources
- How to increase SMS click rates
Learn how to improve your SMS click rates as well as about performance benchmarks for campaigns and flows.
- Understanding and reviewing your SMS deliverability
Learn the important aspects of SMS deliverability, including how to evaluate it and best practices.
- SMS marketing strategies for all levels [+12 Pro tips]