Campaign SMS and MMS benchmarks
Estimated 3 minute read
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Updated Jul 7, 2025, 10:02 AM EST
You will learn
SMS and MMS
Conversion rate
Unsubscribe rate
Revenue per recipient
Additional resources
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 rateClick 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
- Learn more about SMS deliverability in the following articles:
- Get advice for building your SMS program:
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