% SMS Revenue
How much of the shop your text messages pay for.
What it means
% SMS Revenue is the share of your revenue that Klaviyo credits to text messages, flows and campaigns counted together. Both sides of the fraction are Klaviyo's own figures for the period, and SMS is credited on a shorter attribution window than email, so texts are under-counted more often than over-counted. Added to % Email Revenue% Email RevenueEmail's share of sales, the backbone of owned revenue.28% or more is healthy, it makes up % CRM Revenue% CRM RevenueHow much of your sales your own list drives.30% or more is healthy.
Show the math
Formula and a worked example
SMS revenue is every order Klaviyo ties back to a text, flows and campaigns together. Total revenue is Klaviyo's own revenue figure for the period.
Worked example. April does €120,000 and Klaviyo credits €4,800 to SMS. % SMS Revenue = 4,800 ÷ 120,000 = 4% — mid-band.
SMS attribution windows are shorter than email's, so the same shopper nudged by both often lands on the email side instead.
It answers the question
Are texts earning their place, or just adding cost? Every message here carries a per-send price, so a low share isn't neutral — it's spend with nothing behind it.
Why it matters
Think of it as the shop phone: the right tool for telling a regular their order is ready or that the thing they wanted is back, the wrong one for reading out the catalogue.
It's also the fastest channel to burn. An inbox tolerates a weekly newsletter far longer than a phone does, so a share that climbs on rising send volume is often a bill arriving later in unsubscribes you can't replace.
What good looks like
These bands assume you actually hold a phone list. A store that started collecting numbers this quarter will read near zero by design, and the fix is capture rather than sending. Klaviyo also credits SMS on a shorter window than email, so this share is a conservative count — read it as a trend of your own.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Ask for the number where consent is easiest | Add a phone step to the sign-up pop-up and a checkbox at checkout | Share follows list size within 6–8 weeks | 1 week to build | A two-step pop-up converts slightly worse on email capture, so you trade a little list growth for a little phone growth. |
| Fast Text only the two moments that convert | Cart recovery and back-in-stock alerts — nothing else | Share holds on far fewer sends, at a much lower cost | 2 weeks | You give up the revenue broadcast texts were bringing in, and that shows up in the euro figure before the efficiency does. |
| Slow Mirror your best email flows in SMS | Add a text step to the flows that already convert, timed a few hours behind the email | 2–3 points on top of what email earns | 6–8 weeks | Some of it is revenue moved off the email line, not new money. Watch % Email Revenue at the same time or you'll double-count a win. |
| Slow Grow the phone list from the email list | One campaign a quarter whose only job is collecting numbers from engaged subscribers | A bigger base, so the share rises without more sending | 1–2 quarters | That's a send that earns nothing today, and every consent you collect carries record-keeping you have to maintain. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
The share tells you what texts contribute. The subscriber count tells you whether there's a channel there at all.
A channel that's building
More numbers and more revenue from them. Growth here is nearly all list-driven, so protect the list and the share follows.
Sending harder into a smaller list
You're getting more out of fewer numbers. On SMS this turns quickly — unsubscribes are permanent and a phone list is expensive to rebuild.
Collected but not converted
You're gathering numbers and doing nothing with them. Usually the flows were never built, not that texts don't work for you.
Not a channel yet
Neither the audience nor the revenue is there. Treat it as a build, and don't judge the messages until there are enough numbers to judge them on.
Read together, they show whether SMS added revenue or moved it. Both rising means the owned channel genuinely grew. SMS up by roughly what email fell is a shuffle — the same shopper, credited to whichever message they clicked last.
Share next to per-head value tells you which kind of SMS programme you're running. A decent share at a high per-recipient figure means few, well-aimed texts. The same share at a low one means volume, which can grow the share while losing you money on the channel.
Common misreads
Compare it per recipient, not as a share. The phone list is usually far smaller than the email list, so a small share of revenue can still come from a strong Rev. / RecipientRev. / RecipientHigher is better; each recipient is worth more on average..
Different bar, different economics. Getting there means sending far more texts, and the unsubscribes and per-message costs land well before the revenue does.
SMS is credited on a shorter window than email. A shopper who reads a text at lunch and buys that evening on their laptop often ends up on the email line instead. Under-crediting is normal here.
Also called
SMS revenue share · text revenue % · % of revenue from SMS
See yoursWhat texts contributed to revenue this period, with the SMS flows and campaigns behind it.
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