SMS click rate benchmarks
SMS order rate benchmarks
SMS revenue per recipient benchmarks
SMS unsubscribe rates
Key learnings

Highlights from the SMS marketing benchmarks report

Dig into Klaviyo’s SMS marketing performance data to see where you stand on email click rates, conversion rates, revenue per recipient, and unsubscribe rates in comparison to your industry’s average.

SMS click rate benchmarks for SMS campaigns

SMS order rate benchmarks

SMS revenue per recipient (RPR) benchmarks

SMS unsubscribe benchmarks

Dive deeper with key learnings

• SMS flows deliver outsized revenue impact relative to send volume.
  SMS flows account for just 7.6% of sends, yet drive 45.2% of total SMS revenue, highlighting how critical intent-based, real-time messaging is in a channel where attention is scarce and immediacy matters.
  
• SMS engagement is strongest when messages are behavior-triggered.
  Flow-based SMS messages achieve click rates nearing 10% on average—almost double campaign performance—while top performers exceed 16%, underscoring the power of contextual, timely outreach.
  
• SMS flows are a major driver of new customer revenue.
  Nearly two-thirds (64.4%) of SMS flow revenue comes from new buyers, compared to just 20% from campaigns, making SMS flows especially effective for first-purchase acquisition and conversion acceleration.
  
• Revenue per recipient proves SMS is most powerful when used strategically.
  SMS flows generate ~8× higher RPR than campaigns on average, reinforcing that SMS should prioritize high-intent moments over broad promotional blasts.
  
• Top SMS performers combine restraint with precision.
  The top 10% of SMS flows achieve RPR above $5, proving that frequency, segmentation, and personalized content are more effective than high send volume when it comes to driving sustainable SMS revenue growth.