How to decrease SMS unsubscribe rates

Last updated at:

You will learn

Learn how to improve your SMS unsubscribe rates and about performance benchmarks for campaigns and flows.

Having a high unsubscribe rate signals to wireless carriers that recipients are not interested in your content or that you are employing bad sending habits (e.g., sending too frequently or at odd times of the day). 

Before you begin 

In Klaviyo, unsubscribe rate is the number of people who unsubscribe after receiving your SMS divided by the number of SMS received.

The benchmarks below show what’s considered good for SMS unsubscribe rates. 

  Unsubscribe Rate Benchmarks
Campaigns 0.6–1.0%
Flows 2.7–3.5%

Decrease SMS unsubscribe rates

Adjust your engagement criteria

If your unsubscribe rate is high, this can indicate that you’re sending to those who have lost interest in your brand. 

As a first step, create your engagement segments and an unengaged segment. Exclude your unengaged segment from all of your campaign sends.

If you already set up your engagement segments, adjust the conditions. For example, if your current unengaged segment includes those who have not clicked a message in the last 60 days, decrease it to 45 days. 

Personalize the customer journey

When your SMS content resonates with recipients, they are much more likely to remain subscribers. Similar to how personalization increases conversion rates, targeting your messaging helps decrease your unsubscribe rate. 

Personalization doesn’t just apply to the content you show to customers, but also the phrasing of the message, whether or not you use emojis or images, etc. 

The easiest way to make your message feel more customized is by using personalization variables, such as the recipient’s name. 

Another option is to target recipients by location. This can be as simple as using “Bostonian,” “New Yorker,” etc. or by referencing something specific about that area (e.g., “Celtics green”). 

Change your sending schedule

A high unsubscribe rate can also indicate that you’re sending too often. As a rule of thumb, limit your SMS messages to between two and six per recipient per month. However, you might find that your subscribers require less contact, or less of a certain type of message. 

Take a look at your sending schedule and how many messages subscribers get from flows. Turn on Smart Sending for any non-critical messages, or ones that are performing poorly. 

Check your signup forms and messages

Further, re-evaluate your SMS signup forms and messages. 

Your signup forms should set the right expectations. Clearly explain to subscribers what kinds of messages they will receive, how often, and the benefit of opting in.

Make sure recipients:

  1. Know that the SMS and MMS messages are coming from your brand 
  2. Get unique or better value from the messages

For the first, either use the organization prefix or reference your brand somewhere in the text message. 

SMS that clearly indicates the message's sender, includes opt-out language, and is personalized to the recipient.

Additional resources

Was this article helpful?
3 out of 4 found this helpful