Flow SMS and MMS Benchmarks

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When you have SMS or MMS messages in a flow, you will want to make sure that your audience is engaging with them. In particular, it’s important to check your click, conversion, and unsubscribe rates.

This article runs through 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.


Click 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

Great Less than 1.4%
Good 1.4–1.8%
Room for Improvement 1.9–2.5%
Critical 2.6% and above


Click 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: 

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