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Learn the average click, conversion, and unsubscribe rates for SMS and MMS messages in flows.
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
Click rateClick rate
| Great | 15.4% and above |
| Good | 11.3–15.3% |
| Room for Improvement | 8.1–11.2% |
| Critical | Less than 8.1% |
Conversion rate
| Great | 3.6% and above |
| Good | 2.7–3.5% |
| Room for Improvement | 1.2–2.6% |
| Critical | Less than 1.2% |
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 |
MMS
Click rateClick rate
| Great | 15.0% and above |
| Good | 10.9–14.9% |
| Room for Improvement | 7.6–10.8% |
| Critical | Less than 7.6% |
Conversion rate
| Great | 4.8% and above |
| Good | 3.9–4.7% |
| Room for Improvement | 1.9–3.8% |
| Critical | Less than 1.9% |
Unsubscribe rate
| Great | Less than 1.8% |
| Good | 1.8–2.2% |
| Room for Improvement | 2.3–3.0% |
| Critical | 3.1% and above |
Additional resources
Check out SMS and email deliverability benchmarks in the following articles: