Campaign SMS and MMS benchmarks

Campaign SMS and MMS benchmarks

Estimated 1 minute read

Updated Oct 28, 2025, 12:00 AM EST

Table of contents

You will learn
SMS and MMS
Additional resources

You will learn

Learn about general benchmark ranges for click rate, conversion rate, unsubscribe rate, and revenue per recipient for 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.

For comparisons based on your account’s data and a selected reporting period, see Getting started with benchmarks reports for report details and eligibility requirements.

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

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

How to increase SMS click rates

Learn how to improve your SMS click rates as well as about performance benchmarks for campaigns and flows. - Understanding and reviewing your SMS deliverability

Learn the important aspects of SMS deliverability, including how to evaluate it and best practices. - SMS marketing strategies for all levels [+12 Pro tips]

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