Did you know that 85% of consumers prefer receiving text messages over a phone call or email? Text messages have an almost perfect open rate of 98%, making SMS marketing one of the most effective channels available to businesses today. With this kind of engagement, it’s clear why so many companies are turning to text messages to connect with their customers.
However, the direct and personal nature of SMS means there’s a fine line between welcome communication and unwelcome intrusion. A poorly executed text message campaign can do more harm than good, leading to annoyed customers and high opt-out rates. To succeed, you need a strategy that respects your audience’s time and trust.
This guide will walk you through the essential SMS marketing best practices that every business should follow. From securing consent and crafting the perfect message to timing your sends and measuring success, you’ll learn how to build an SMS strategy that drives results and strengthens customer relationships. By the end of this post, you’ll have a clear roadmap for creating effective SMS campaigns that your customers will actually want to receive.
Building a Strong Foundation for SMS Marketing
Before you send your first text, it’s crucial to set up your program for success. This involves understanding the rules, building your contact list the right way, and establishing clear expectations with your audience.
1. Get Explicit Consent (Opt-in)
This is the golden rule of SMS marketing. You absolutely must get permission from people before you start sending them marketing texts. Not only is it a legal requirement in many countries, like under the Telephone Consumer Protection Act (TCPA) in the United States, but it’s also fundamental to building trust. Unsolicited texts feel invasive and can quickly damage your brand’s reputation.
There are several ways to collect opt-ins:
- Keyword to a Short Code: Ask customers to text a specific keyword (e.g., “JOIN”) to a 5 or 6-digit short code. This is a common and effective method.
- Online Forms: Include a checkbox on your website’s checkout page, signup forms, or pop-ups. Make sure the box is not pre-checked, as consent must be an active choice.
- In-Store Signups: Use QR codes or ask customers at the point of sale if they’d like to receive text updates.
When asking for permission, be transparent. Clearly state what kind of messages they will receive (e.g., promotions, new product alerts) and how often you plan to send them.
2. Make Opting Out Easy
Just as important as getting an opt-in is providing a clear way to opt out. Every marketing message you send must include simple instructions on how to unsubscribe. Standard practice is to include “Reply STOP to unsubscribe” or a similar phrase. This is another legal requirement and a basic courtesy. Making the opt-out process difficult will only frustrate customers and lead to complaints.
3. Craft a Welcoming First Message
Once someone opts in, send them an immediate confirmation message. This welcome text serves a few purposes:
- It confirms their subscription was successful.
- It reminds them who you are and why they are receiving the message.
- It sets expectations about message frequency.
- It provides opt-out instructions right away.
An effective welcome message might look like this:
“Welcome to [Your Brand]’s VIP list! Get ready for exclusive deals & new drops (2-4 msgs/month). Txt HELP for help, STOP to end. Msg&Data rates may apply.”
This initial interaction sets a professional and respectful tone for your entire SMS relationship.
Crafting Compelling SMS Campaigns
With the foundational elements in place, it’s time to focus on the content of your messages. Given the 160-character limit of a standard SMS, every word counts.
4. Keep Your Message Clear and Concise
People scan text messages quickly. Your core message should be immediately understandable. Avoid jargon, long sentences, and unnecessary fluff. Get straight to the point and clearly state the value for the reader.
Think about the most important piece of information you want to convey. Is it a discount code? A new product announcement? A limited-time offer? Lead with that. Use clear and simple language that anyone can understand in a matter of seconds.
5. Create a Sense of Urgency
SMS is an ideal channel for time-sensitive promotions. Phrases like “Today only,” “24-hour flash sale,” or “Ends at midnight” encourage immediate action. The instant nature of text messages means your audience is more likely to see and act on these offers before they expire.
For example:
“[Your Brand]: Flash Sale! Get 40% off all jackets for the next 3 hours only. Use code FLASH40 at checkout. Shop now: [Link]”
This creates a fear of missing out (FOMO) and drives a quick response. However, use this tactic thoughtfully. If every message is a “flash sale,” the sense of urgency will diminish.
6. Personalize Your Messages
Personalization goes beyond just using a customer’s first name. Leverage the data you have to send relevant and targeted messages. You can segment your audience based on:
- Past Purchase History: Send offers related to products they’ve bought before.
- Location: Alert local customers about in-store events or promotions.
- Expressed Interests: If a customer signed up to hear about a specific product category, stick to that.
A personalized message feels less like a mass broadcast and more like a helpful tip from a brand that understands its customers.
7. Include a Strong Call-to-Action (CTA)
Every marketing message should have a purpose. What do you want the recipient to do? Your CTA should be direct and unambiguous. Examples include:
- “Shop now”
- “Get the deal”
- “Show this text in-store”
- “Learn more”
Always pair your CTA with a link. Use a URL shortener (like Bitly) to save space and track click-through rates. Ensure the link leads to a mobile-friendly landing page for a seamless user experience.
8. Identify Your Brand Clearly
Remember that recipients might not have your number saved in their contacts. Start every message by identifying your brand. This simple step prevents confusion and reinforces brand recognition. Even if you think they know who you are, a quick “[Your Brand]:” at the beginning of the text is a non-negotiable best practice.
Timing and Frequency: The Art of Not Being Annoying
When and how often you send messages is just as important as what you send.
9. Respect Time Zones and Quiet Hours
Never send marketing texts at inappropriate times, such as late at night or very early in the morning. A text message alert is much more intrusive than an email notification. As a general rule, limit your sends to normal business hours (e.g., 9 AM to 8 PM) in the recipient’s local time zone. Most SMS marketing platforms allow you to schedule messages according to the recipient’s location, so take advantage of this feature. Sending a text at 3 AM is a guaranteed way to get an angry “STOP” reply.
10. Find the Right Message Frequency
There’s no single magic number for how often to send texts, but quality always beats quantity. Bombarding your subscribers with daily messages will lead to fatigue and high opt-out rates. Start with a conservative frequency, such as 2-4 messages per month, as stated in your welcome message.
Pay close attention to your engagement and unsubscribe rates. If engagement is high and opt-outs are low, you might be able to slightly increase the frequency. If you see a spike in unsubscribes after a message, you may be sending too often or providing too little value.
11. Be Strategic with MMS
MMS (Multimedia Messaging Service) allows you to include images, GIFs, and videos in your texts. This can make your messages more visually engaging and dynamic. Use MMS to:
- Showcase new products.
- Share an eye-catching graphic for a sale.
- Send a fun, animated GIF to grab attention.
However, MMS messages cost more to send and can use up a recipient’s data. Use them strategically for campaigns where a visual element will significantly boost impact, rather than for every single message.
Measuring and Optimizing for Success
To ensure your SMS marketing efforts are paying off, you need to track your performance and continuously optimize your strategy.
12. Monitor Key Performance Indicators (KPIs)
Keep a close eye on these metrics:
- Delivery Rate: The percentage of messages that were successfully delivered. A low rate could indicate issues with your contact list.
- Open Rate: While difficult to track precisely for SMS, click-through rate often serves as a proxy.
- Click-Through Rate (CTR): The percentage of recipients who clicked the link in your message. This is a key indicator of engagement.
- Conversion Rate: The percentage of recipients who completed the desired action (e.g., made a purchase). This measures the ROI of your campaign.
- Unsubscribe Rate: The percentage of users who opted out after receiving a message. A high rate is a red flag that your content or frequency is off.
Analyzing these KPIs will help you understand what’s working and what isn’t, allowing you to make data-driven decisions to improve your campaigns.
Elevate Your Marketing Strategy
SMS marketing is a powerful tool for building direct, personal connections with your customers. By prioritizing consent, delivering real value, and respecting your audience’s time, you can create a program that not only drives sales but also fosters long-term loyalty.
The best practices outlined here provide a solid framework for success. Start by building a clean, permission-based contact list. Craft clear, concise, and valuable messages that encourage action. Be mindful of your timing and frequency to avoid fatigue. And finally, track your results to continuously refine and improve your approach. When done right, SMS marketing can become one of the most valuable channels in your marketing arsenal.
SMS marketing is one of the most direct ways to reach your audience. Sending timely, personalized messages can improve engagement and drive conversions. Just as effective digital event marketing helps attract more attendees through strategic promotion and outreach (Eventbrite guide on event promotion), combining SMS with these strategies can boost your campaign results. Twilio’s SMS marketing best practices are a great place to start, and Mailchimp provides useful tips to optimize your SMS campaigns for better results.
