SMS Marketing Best Practices
SMS marketing is one of the most immediate and personal ways to connect with your audience. With open rates as high as 98%, text message marketing has become a crucial tool for brands aiming to engage customers, drive sales, and increase retention. However, because SMS is highly personal, it must be executed strategically to be effective.
Unlike email, where frequent communication is expected, SMS must be timely, concise, and valuable to avoid overwhelming recipients. Here are the best practices to ensure your SMS marketing strategy is impactful, compliant, and engaging.
1. Obtain Proper Consent
Before sending any SMS messages, you must have explicit permission from recipients. SMS marketing is regulated under laws such as the Telephone Consumer Protection Act (TCPA), CAN-SPAM, and GDPR, making it essential to obtain consent to avoid fines and protect your brand’s reputation.
Best Practices for Gaining Consent:
Use opt-in forms on your website, checkout pages, or social media to collect phone numbers.
Clearly state what type of messages subscribers will receive (e.g., promotions, updates, reminders).
Provide a simple opt-out option in every message (e.g., "Reply STOP to unsubscribe").
Pro Tip: When using pop-ups to collect SMS subscribers, target your most engaged email users first. Since they already show interest in your brand, they’re more likely to stay subscribed.
2. Keep Messages Short & Relevant
People read SMS messages within minutes, so every word must serve a purpose. The best texts are short, clear, and actionable—ideally 130–160 characters—delivering immediate value.
✔️ Good Example: "Your order has shipped! Track it here: [link]"
❌ Bad Example: "Hey! Just checking in to see if you're interested in our latest promo. Let us know what you think!"
Each SMS should serve a distinct purpose, whether it’s a limited-time offer, shipping update, or an exclusive event invite. Avoid filler content and get straight to the point.
3. Time Your Messages Wisely
Since texts are read almost instantly, sending them at the wrong time can annoy customers and lead to high unsubscribe rates.
Best Times to Send SMS:
Mid-morning (10 AM - 12 PM) and late afternoon (4 PM - 6 PM) generally yield the highest engagement.
Avoid early mornings, late nights, and weekends unless customers specifically opt-in for these times.
How Often Should You Send SMS?
Stick to 2-4 messages per month for promotions.
Adjust frequency based on engagement levels—watch unsubscribe rates carefully.
Pro Tip: If you sell products with a predictable repurchase cycle, time your messages accordingly. For example, if a customer buys a 30-day supply, send a reminder on day 25.
4. Personalize Your Messages
Generic texts get ignored. Personalization increases engagement and makes recipients feel valued. Instead of sending the same message to everyone, segment your audience and send messages based on their purchase history, location, or behavior.
✔️ Good Example: "Hey [First Name], you left this in your cart! Complete your order now and get 10% off: [link]"
❌ Bad Example: "Reminder: We have a sale going on. Shop now!"
Smart Audience Segmentation:
New subscribers → Welcome message + exclusive discount
Loyal customers → VIP rewards or loyalty perks
Cart abandoners → Reminder + limited-time discount
Inactive customers → Special re-engagement offers
5. Use SMS for More Than Just Sales
While SMS is a powerful tool for boosting revenue, it should not be solely promotional. If all you do is push sales, subscribers will tune out—or worse, opt out. Mix in non-sales messages to build stronger relationships.
Ideas for Non-Promotional SMS:
Exclusive early access to new products
Customer service updates (e.g., quick responses to FAQs)
Order confirmations and delivery updates
Event invitations or appointment reminders
Loyalty program updates and rewards notifications
Example: "Hey [Name], your favorite hoodie is back in stock! Order now before it’s gone: [link]"
6. Ensure Compliance with SMS Regulations
SMS marketing is highly regulated, and failing to follow the rules can result in hefty fines and reputational damage. Staying compliant isn’t just about legal protection—it also builds trust with your audience.
Key Compliance Rules to Follow:
Only send SMS to users who have opted in.
Always include a clear opt-out option (e.g., "Reply STOP to unsubscribe").
Follow time restrictions—don’t text before 8 AM or after 9 PM in the recipient’s time zone.
Adhere to TCPA, CAN-SPAM, and GDPR requirements.
Reminder: Spam-heavy industries (like political campaigns) have eroded trust in SMS marketing. Brands must be extra careful not to over-message customers.
7. Track Key SMS Metrics
Like any marketing channel, SMS success depends on data. Measuring performance ensures you’re sending valuable, well-timed messages that customers actually want.
Essential SMS Metrics to Monitor:
Click-Through Rate (CTR): Percentage of recipients who click on your link.
Conversion Rate: Tracks how many purchases or sign-ups result from an SMS.
Opt-Out Rate: The rate of users unsubscribing—aim for below 2%.
Response Rate: A key metric for two-way engagement campaigns.
How to Use This Data:
High opt-out rates? Reduce message frequency or refine targeting.
Low CTR? Improve CTA clarity and test different messaging styles.
Weak conversion rates? Test better incentives or segment offers more effectively.
Final Thoughts
SMS marketing is one of the most powerful ways to engage customers, but only when done right. Keeping messages short, relevant, and timely, segmenting your audience, and ensuring compliance are the keys to creating a positive, non-intrusive customer experience.
Want some help with your SMS marketing? Reach out to Strategy Maven to partner with our expert team. We look forward to speaking with you!
