SMS Term
Click-Through Rate (CTR)
The percentage of SMS recipients who click a link in your message. Calculated as (clicks ÷ delivered messages) × 100. Average SMS CTR is 19-36% depending on industry—far higher than email's 2-3%.
Related Terms
Unsubscribe Rate
The percentage of recipients who opt out after receiving a message. Calculated as (opt-outs ÷ delivered messages) × 100. A healthy rate is under 2%—higher suggests messaging too often or irrelevant content.
Delivery Rate
The percentage of sent messages that successfully reach recipients. Calculated as (delivered messages ÷ sent messages) × 100. A healthy delivery rate is 95%+ for compliant campaigns.
Double Opt-In
A two-step subscription confirmation where customers first sign up, then confirm via a reply text (e.g., 'Reply YES to confirm'). Provides stronger consent documentation and higher-quality lists.