Overview
Once you send an SMS or MMS campaign, you may wonder what type of engagement rates to expect. For instance, what is an average click or conversion rate? What is the maximum unsubscribe rate should you expect?
This article runs through 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
| Great | Less than 0.5% |
| Good | 0.5–1.2% |
| Room for Improvement | 1.3–2.1% |
| Critical | 2.2% 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
Check out SMS and email deliverability benchmarks in the following articles: