SMS Term
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.
Related Terms
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%.
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.
A2P (Application-to-Person)
Automated text messages sent from a software application to a customer's phone. This includes marketing campaigns, appointment reminders, and transactional alerts. A2P messaging requires carrier registration for compliance.