In these 2026 SMS marketing benchmarks, we share data based on over 183,000 Klaviyo customers to help marketers from all industries, including fashion, beauty, health, and more.
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.
Get the 2026 Omnichannel Benchmark Report
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SMS marketing benchmarks FAQs
What’s a good SMS click-through rate in 2026?
In 2026, a good SMS click-through rate is 5.6% for campaigns and 9.65% for flows. Brands in the top 10% achieve a click rate of 10.44% for campaigns and 16.6% for flows.
What SMS conversion rates should ecommerce brands expect?
Ecommerce brands should expect SMS conversion rates, or order rates, of 0.27% for campaigns and 1.9% for flows. Brands in the top 10% achieve conversion rates of 0.61% for campaigns and 3.92% for flows.
How does SMS revenue-per-recipient compare across industries?
Average SMS revenue-per-recipient by industry are:
- Automotive
- SMS campaigns: $0.35
- SMS flows: $6.15
- Clothing and accessories
- SMS campaigns: $0.32
- SMS flows: $2.31
- Electronics
- SMS campaigns: $0.28
- SMS flows: $3.48
- Food and beverage
- SMS campaigns: $0.34
- SMS flows: $1.83
- Hardware and home improvement
- SMS campaigns: $0.26
- SMS flows: $4.57
- Health and beauty
- SMS campaigns: $0.32
- SMS flows: $2.09
- Home and garden
- SMS campaigns: $0.32
- SMS flows: $3.74
- Jewelry
- SMS campaigns: $0.31
- SMS flows: $2.85
- Miscellaneous ecommerce
- SMS campaigns: $0.36
- SMS flows: $2.52
- Specialty
- SMS campaigns: $0.31
- SMS flows: $2.21
- Sporting goods
- SMS campaigns: $0.34
- SMS flows: $3.30
- Toys and hobbies
- SMS campaigns: $0.28
- SMS flows: $2.82