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.
Personalization
Using customer data to customize SMS content. Beyond @firstName, includes purchase history, location, preferences, and behavior. Personalized messages see 29% higher response rates.