SMS marketing benchmarks and statistics by industry 2024

Data is a marketer’s best friend—particularly performance data. In these 2024 benchmarks, we share data based on over 3B texts to help ecommerce marketers from retails like fashion, beauty, health, and more.

Highlights from the SMS benchmarks

Dig into the performance data to see where you stand on SMS click rates, conversion rates, and revenue per recipient in comparison to your industry’s average.
Click rate
Placed order rate

Revenue per recipient (RPR)
Unsubscribe rate

Based on analysis of over 325B emails sent with the Klaviyo platform in 2023.

Get the interactive report

See how the benchmarks compare across all 15 industries—plus how key automations and SMS marketing compare to email campaign benchmarks.

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Dive deeper with key learnings

Check out these 3 takeaways from the full report—and download your copy to learn more.

Average revenue per recipient (RPR) for SMS campaigns was slightly higher than email based on all ecommerce industries—which represents exciting things for marketers currently leading the way with this relatively new channel.

Texting is already proving ROI for high-intent buyers, so as SMS marketing strategies further advance and interweave with email best practices, the potential for texting-driven revenue could be even higher than email.

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The only platform with personalized benchmarks built in

Reach your goals faster by focusing on the metrics that need the most work. Klaviyo’s personalized benchmarks show how your performance compares to similar businesses, so you can see where you’re leading the pack—and where you might be falling short.